![]() The organization recently filed a lawsuit against USDA for withdrawing the final rule for Organic Livestock and Poultry Practices in organic certification. This can cause confusion for consumers who don’t understand the difference in regulation.Īnother point of confusion is “cage-free” and “free-range” labeling, OTA said. Many companies are using the term “natural,” which isn’t held to the same standard as a USDA-certified organic product. One challenge in terms of education is the “greenwashing” of the natural products industry, Organic Valley’s brand team said. We’re spending billions of dollars cleaning that up we’re all paying extra for nonorganic farming.” ![]() “Harmful farm chemicals are pouring into our waterways and our Chesapeake Bay here in Baltimore. “What is nonorganic farming costing our society?” he asked. While organic dairy might seem more expensive initially, Founder and CEO Andrew Buerger said nonorganic farming is associated with greater long-term health costs. “We also communicate that we never use GMOs, that synthetic pesticides like glyphosate aren’t used on the organic farms of our cooperative, and that there are no artificial hormones or antibiotics.”įor Baltimore-based B’More Organic, it’s about communicating the “true costs” of conventional farming. “We show the behind-the-scenes of the family farms in our cooperative to connect consumers to the animal care on the farm,” the team said. Its recent ad campaign, “Call us Crazy,” tells about the founding of the cooperative and shows what some of its farms look like. The Organic Valley brand team said it uses transparency to educate consumers on the cooperative’s values and farming practices. It supports this pricing by communicating with consumers through packaging, infographics, digital communications and educational outreach. Straus said his company has one of the highest price points for organic milk in the country. Some organic dairy processors, including Straus Family Creamery, are using education and outreach as a means to convince consumers that spending more on organic is worth it. “The latter obviously presents a big opportunity for further education.” “There are positive and negative perceptions surrounding organic … for some, it means better for me, better tasting and better for the planet, and for others, it means overly priced without a proven upside,” said Jesse Merrill, co-founder and CEO of Good Culture LLC, Los Angeles. “Farming practices with livestock have been internationally recognized as one of the only ways to reverse climate change.”Īnd yet with the higher price point of organics, there are still many consumers who don’t understand why it’s worth paying more for the certified organic label. ![]() “Gen Z is thinking about the bigger picture, and they care about the planet, climate change,” he said. He said supporting brands that align with one’s values is especially prominent among Generation Z shoppers, who tend to care more about environmental impact. ![]() “But we also connect with our consumers through shared values, like higher standards of treatment for farm animals, a sustainable approach to farming and business, and helping rural communities thrive through small family farms and organic agriculture.”Īlbert Straus, founder and CEO of Petaluma, Calif.-based Straus Family Creamery and an organic dairy farmer himself, concurred. “People are shopping for food and dairy products with fewer additives and chemical inputs,” the team said. Some consumers are looking for no chemicals or antibiotics in their food and beverages, others for more ethical treatment of animals or sustainable farming. Many of the brands with which Dairy Foods spoke said they’ve seen an increasing tendency toward value-based shopping that has led many to choose organic dairy.Īccording to the brand team of La Farge, Wis.-headquartered Organic Valley, there are many reasons people choose organic.
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