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The Organic Marketplace: From Food, Fashion and Flowers to the Future of Farming
By Cliff Feigenbaum
Presenting a thorough overview on the world of organics has been a challenge, but we're pleased to
offer this collection of articles and resources. In our print publication and online at
GreenMoney.com you will find a variety of useful perspectives on the $18+ billion industry.
It seems that "green" is up for discussion like never before. Even General Motors wants to be Green
Motors. I have noticed their ads about moving from gas-friendly to gas-free cars.
But
with or without the help of GM, reducing our dependence on expensive fossil fuels is one of the
keys to living greener, as we come to understand that buying locally grown food could be as
important to our health and that of our planet as buying organic, because whether the organic
product comes from China or Chile, the benefits are offset by the pollution created in transporting
them.
We must return to localization, says the May 2008 newsletter of Santa Fe's La
Montaņita Co-op. Understanding our regional foodshed and watershed (especially here in New Mexico)
is critical. The current industrial/global food system, (with its factory farms and questionable
chemicals), is succumbing to its own dependence on oil for transporting food, a major player in the
production of greenhouse gas emissions. Governor Bill Richardson has called for 20 percent of our
state's food to be locally produced. Some stores here, such as the La Montaņita Co-op, are already
helping farmers to meet that goal.
The truth is we can no longer afford 1500 food miles
that the average U.S. meal travels before it is consumed. The new greener mainstream includes
consumers who want to know where their food comes from and even who grows it. They recognize the
inherent value in products grown locally both for the health of their bodies and their communities,
as well as for the environment.
Thus, as the benefits of organic and locally grown food
become more clear to more people, the question of the hour is this: Can we end our addictions to
cheap (and unhealthy) food and fossil fuel, embracing solutions for change, - difficult as that may
seem?
Change requires appropriate new technologies as well as creative flexibility.
Woody Tasch asks on page 5, "If we cannot create wealth without degrading soil fertility and
draining the vitality out of our local economies, how can we, no matter how clean our machines,
hope to thrive, or even survive?" and he states "We must seek to build an economy in which healthy
relationships remain integral to the wealth creation process."
Can we afford to shop
locally and organically? In truth, we can't afford not to. The time has come to do what you can
where you can - it all helps.
Healthy and organic (and Fair Trade) choices abound: from
sustainably harvested seafood to green household cleaners, as well as organic choices of pet foods,
personal care products, bedding, clothing, flowers, baby food, dairy products, vegetables, fruits,
wines, eggs, nuts, meats, coffees, teas, chocolates, frozen foods, cereals, supplements and more.
The selection increases daily, - not only what you can buy but also where you can buy it, from the
local farmers markets and natural food stores to the 'non-local' stores like Kroger's, Safeway,
Wal-Mart and Costco, to name a few.
On to this summer issue, which begins with Woody
Tasch, chairman of Investors' Circle, exploring the relationship of Slow Money and Slow Food. Next
Steve Hoffman, managing director of The Organic Center, discusses the true value of organics. Tracy
Ryder, president and cofounder of Edible Communities, writes about the importance of a free-range,
locally raised chicken in every pot. And finally GreenMoney interviews George Siemon, CEO of
Organic Valley, the largest organic farmers co-op in the country.
One organic product
that for most readers is not grown locally is chocolate. When GreenMoney editor Ted Ketcham looked
into organic options for this universally popular confection farmed nearer to the equator, he was
sidetracked by reports of ongoing slavery and child labor found in West Africa's Ivory Coast cacao
trade, the source of 70 percent of the world's chocolate. To learn more about organic cocoa
products, Fair Trade, and how you can help to end child slavery, see his powerful article
exclusively here online at www.GreenMoney.com
Also here on GreenMoney.com, Laura Batch
gives us the latest from the Organic Trade Association; Frances Pavich of Franny's Organic and
Gerald Prolman of Organic Bouquet & Organic Style both offer insights on the industry; and finally
Michael Martin strikes a special note with his firm MusicMatters and their ONE Tour and Go Organic
events.
Another important web resource is the Organic Consumers Association. Visit their
site at http://www.organicconsumers.org
In closing, I recommend two books for your summer
reading: First, Gail Larsen of Real Speaking has penned a great book entitled "Transformational
Speaking: If You Want To Change the World, Tell A Better Story." And second, organic industry
legend Gary Hirshberg of Stonyfield Farm has a new book, "Stirring It Up: How to Make Money and
Save the World."
Enjoy your summer and don't forget the Slow Food USA event in San
Francisco over Labor Day weekend - for details see our Green Event calendar.
- Cliff
Feigenbaum, founder and publisher, Santa Fe, NM cliff@greenmoney.com
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Feature articles
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Slow Money, Manure and Prudence
We have, of late, begun to get religion about carbon in the atmosphere. We have begun to pour venture capital into clean tech, searching for ways to maintain our lifestyles and grow the economy, while dramatically reducing our ecological footprint. This vision of ecological footprint is, in a great many respects, a mechanical one, asking only: How can we design new machines that work more cleanly?
by Woody Tasch
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The True Value of Organic
With food and healthcare costs on the rise, recent scientific research shows that organic food is significantly higher in nutritional value, while also helping to minimize dietary exposure to toxic synthetic pesticides and other chemicals used in conventional agriculture.
by Steven Hoffman
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A Free-Range, Local Chicken in Every Pot
Fresh, seasonal, local, organic-all terms that have become increasingly confusing to consumers as they make food-buying decisions. And with fresh food now traveling an average of 1500 miles before reaching our plates, eaters have grown tired of eating tired food. What are consumers to do with all the confusing choices? Where do they find credible information about what's best for their health, community, environment? Edible Communities, a network of locally-owned and operated food magazines, publishes 50 titles each quarter in distinct culinary regions across the U.S. and Canada, all of which emphasize the importance of eating locally grown and produced foods. In the four years since it was founded, Edible Communities has grown to be the most trusted and influential media network dedicated to the local foods movement in the world today. Clearly, consumers are "hungry" for more knowledge in this area.
by Tracey Ryder
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GreenMoney Interview: George Siemon, CEO of Organic Valley
Interviewed by Cliff Feigenbaum, founder of GreenMoney Journal
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Exclusive Articles
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About Chocolaty Goodness
Organic and Fair Trade chocolate sounded like a pretty good assignment. Back when Hal covered organic coffee blends for us a couple issues ago there was a trip to Costa Rica involved. Since chocolate comes from exotic equatorial regions I mentally dusted my passport and searched for the sun block.
by Ted Ketcham
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Our Organic Marketplace
One thing is sure, organic agriculture and products are here to stay. Organic agriculture forms the basis of a fast-growing part of the agricultural economy, and offers hope to farmers and shoppers alike, while contributing to the improvement of our land, air, and water resources. Many farm businesses involved with organic production have started with a vision of changing agriculture for the better, and have grown over the years to become well-known product lines.
by Laura Batcha
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Franny's Organic Brand: One Woman's Story of Second Generation Organic Farming
When my family's business started farming organically over 40 years ago, we were considered pioneers in the organic industry. In the post World War II era, American farmers were encouraged to use chemical pesticides and fertilizers; both the government and the chemical companies quelled any fears that these products would cause harm to humans and the environment. My father and brothers disagreed. Contrary to conventional wisdom, they chose to farm their crops in a healthier and safer way using "organic" farming methods. We were warned by the chemical companies and our financial institutions that we would have crop failures; our yields and quality would suffer and "organic" food was of no consequence to consumers and retailers. As it turned out, they were wrong; we were in business for over 30 years. We did eventually have to downsize, but not because we had crop failures or quality issues. It was something much more sudden and unexpected: the explosive growth in consumer demand for organics, and the subsequent industry response, which resulted in a dramatic consolidation of farming, food distribution and retailers in the United States.
by Frances Pavich
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GreenMoney Interview: An Interview with eco-entrepreneur Gerald Prolman
Gerald Prolman is a highly accomplished industry veteran and pioneer with vast international agricultural business development and marketing experience in the natural and organic products industry for the past twenty-nine years.
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When it Comes to Organic and Natural-The Personal Experience Makes the Difference.
Go Organic! for Earth Day (GO!) and the Organic & Natural Experience (ONE) connect with and convert millions of mainstream consumers
by Michael Martin
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Additional Online Articles
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Crisis in America: Hunger and Malnutrition Quickly Rising
The downturn in the American economy creates challenges for everyone, particularly for the working poor and homeless. At Nourish America, we see the evidence of this on a national scale, from inner city streets to rural country settings. The number of Americans needing food and nutritional support is dramatically increasing while the number of food donations has concurrently decreased drastically. In fact some food banks are even closing their doors because their pantries are empty. The result is an unprecedented number of Americans living in hunger and malnutrition. The implication of this to our nation is dire as it perpetuates a future of economic ills and our next generation of workers and leaders suffering from basic nutritional deficiencies.
by r. Michael A. Morton
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Organic Farming Research Foundation Applauds Farm Bill Victories for Organic Farmers and Ranchers
Congress Makes Substantial "Down Payment" toward a Fair Share for Organic Agriculture Research
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Thinkproducts Gathers Top Natural Industry Leaders and Eco Fashion Designers to Raise Awareness Around Disease Prevention and to Raise $50,000 For Susan G. Komen for the Cure
One of the nation's largest natural nutrition bar companies in the U.S. thinkproducts ( http://www.thinkproducts.com ), made history on March 15, 2008 at the 2008 Natural Products Expo with a ground breaking event promoting an industry wide cancer prevention message. thinkproduct's CommUNITY campaign brought together over twenty of the world's top natural industry executives to create awareness about how a natural, healthy lifestyle positively affects disease prevention. Nine top eco fashion designers showcased their lines on the thinkVitality Fashion Show runway. Together the CommUNITY raised $50,000 dollars for Susan G. Komen for the Cure. Peter Williams of Susan G. Komen for the Cure accepted a check from thinkproducts CEO Lizanne Falsetto at the close of the standing room only show.
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GOLDMAN SACHS LAUNCHES 10,000 WOMEN INITIATIVE
10,000 Underserved Women Around the World Will Receive a Business and Management Education Partnerships Between Universities in the U.S. and Europe and Business Schools in Emerging and Developing Economies to Improve the Quality and Capacity of Business Education
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