ccof mag winter 2011

8/17/2019 Ccof Mag Winter 2011

1/23

Certifed OrganicCertifed OrganicM A G A Z I N E

Organic News, Events, Certification Updates, Member Profiles, and More!

Winter 2011www.ccof.org

$4.95

ISSN 1940-8870

Sharing Your Story

IN THIS ISSUEMyCCOF: New Online Certification Po

Accessing Specialty Organic Markets

NOSB Updates & International News

IN THIS ISSUEMyCCOF: New Online Certification Too

Accessing Specialty Organic Markets

NOSB Updates & International News

Sharing Your Story


2/23

CCOF Certified Organic Magazine —Winter 2011

Magazine Production:Editor-in-Chief: Will DanielsPublisher: CCOF, Inc.

Robin Boyle, [email protected] Managers: Laura McKissackand Elizabeth Barba

Writers: Adria Arko, Elizabeth Barba, Jake Lewin, LauraMcKissack, Mark Mulcahy, Claudia Reid, James Reid and

John Taylor

Eric Fraser (Group Leader), and Kurt West (Art Director).

Advertising Sales: Eric Fraser, Teamworkx llc,(707) 921-6152, [email protected].

ISSN 1940-8870 © CCOF 2011

Certifed Organic M A G A Z I N E

Certified Organic is published quarterly by CCOF and servesCCOF’s diverse membership base and others in the organiccommunity including consumers and affiliated businesses. Lethe publisher should be sent to [email protected]. CCOF rthe right to edit or omit submissions and letters received.

Cover image is property of Organic Valley, reprinted with permission

New Leaf Paper has provided us with an ecologically and cost-effective magazine. This edition of Certified is printed on New Leaf Sakura Silk 71# text, which is from 100% de-inked recycled fiber, processed chlorinand designated Ancient Forest Friendly. Learn more atnewleafpaper.com.

Magazine Ad Disclaimer: CCOF appreciates the gracious supof advertisers who make this publication possible. However, advertisements featured in this magazine have been providedadvertising company and do not necessarily reflect a certificastatus of the company or products advertised. CCOF does noendorse or guarantee the quality or approved status of any mproducts , or services. Please direct questions regarding authof advertised products and services to the advertiser. CCOF rethe right to refuse advertisements deemed inappropriate.

CCOF Inc. Board of DirectorsWill Daniels, Chair, Earthbound Farm

Neal MacDougall, Treasurer, Cal Poly San Luis Obispo

Malcolm Ricci, Vice Chair, Bolthouse Farms

Stephanie Alexandre, Secretary, Alexandre Ecodairy

Grant Brian, Heirloom Organic Gardens

Allen Harthorn, Harpos Organics

Steve Koretoff, Purity Organics

Phil LaRocca, LaRocca Vineyards

Cindy Lashbrook, Riverdance Farms

Paul Underhill, Terra Firma Farm

CCOF Certification Services, LLC ManagementCommitteeBrenda Book, WSDA Organic Program

Tom Chapman, Numi Tea

Karen Klonsky, Ph.D., UC Davis Department of Agriculture &

Resource Economics

Peggy Miars, Executive Director, OMRI

CCOF Foundation TrusteesCathy Holden, Chair, Holden Research & Marketing

Shawn Harrison, Vice Chair, Soil Born Farm/Urban

Agriculture Project

Cindy Lashbrook, Secretary, Riverdance Farms

Jim Zeek, Treasurer, JZ Goodness Orchards

Monte Black, Ancient Lake Gardens

Allen Harthorn, Harpos Organics

Cheetah Tchudi, Turkey Tail Farm

ContentsFirst Words

In the News

Member News

At Work

Advocacy

Certification News

Exporting Organic

How to Sell to Retail

Sharing Your Story

Selling at Farmers’ Markets

Website Reviews

Member Listings

Classified Ads

Events Calendar

Feature Article Writer:Elizabeth Barba, CCOF Marketing Assistantgraduated from the U niversity of CaliforniaSanta Cruz with a B.A. in Environmental Stuin June 2010. She is excited to share her lovartichokes and organic home food preservawith the organic community.

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create bio-active soils thatstimulate microbe proliferation —converting soil organic matter intoplant-available forms and storingnutrients and moisture for plantuse. Highest yields come from thissymbiotic relationship betweensoils and plants.

The reciprocal arrangementbetween crops and soil resultsin increased crop production,improved synthetic fertilizerconversion, and long-rangesoil fertility.

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CCOF Certified Organic Magazine—Winter 2011 CCOF Certified Organic Magazine—Winter 2011

GMO Sugar Beet Seed Plantsin Debate

In November, Jeffrey White, U.S.District Court Judge of San Francisco,ordered the removal of all geneticallymodified sugar beet plants from theground in Arizona and Oregon. Thelawsuit, filed by environmental groups,challenged the USDA’s Animal andPlant Health Inspection Service’s

(APHIS) decision to issue permits toseed companies to plant sugar beetstecklings. The plants, which are grownto produce the GMO sugar beet seed,have raised concerns about potentialenvironmental harm. APHIS allowedthe permits despite an August 2010ruling by White that had put the futureplanting of GMO sugar beets on hold.The new order calls for all plantsproducing seeds for the 2012 season tobe destroyed. Almost 95% of all sugarbeet crops have been modified to resistthe weed killer glyphosate, commonlyknown as Roundup. The modified cropcurrently provides half of the nation’ssugar supply. Monsanto,creator ofRoundup, appealed the decision inDecember and the judge’s order iscurrently on hold by the U.S. Court ofAppeals.

Celebrating 20 Years ofOrganic

The Senate Agriculture Committeeheld a hearing entitled “The NationalOrganic Law at 20: Sowing Seeds for aBright Future” on September 15, 2010,to celebrate the 20-year anniversaryof the Organic Foods Production Act(OFPA). The hearing served not onlyas a celebration but also as a forumfor discussing the current challenges

of organic agriculture. Witnesses andSenators, including Senator PatrickLeahy (VT), the original sponsor ofthe OFPA, celebrated the legislationand growth in the organic industryand discussed the challenges facedby organic farmers, including thecost of certification and the danger ofcontamination by genetically modifiedcrops. Kathleen Merrigan, DeputySecretary of Agriculture, acted as achief witness and addressed concernsabout the integration of organicsthroughout USDA agencies. Otherwitnesses urged for continued fundingfor organic and legislation to helpprotect organic farmers from GMOcontamination. We hope that this

hearing will promote more interactionand discussion between legislators andorganic producers.

TIME Magazine Counts theBenefits of Organic

A recent TIME Magazine article, “TheReal Cost of Organic Food,” fromSeptember 2010, explains the variousreasons why organic food is a necessityfor the health of both the environmentand society. With obesity rates in theUnited States now at 27%, TIME ex-plains that our society eats far too muchprocessed meat and produce, whichare filled with antibiotics, pesticidesand hormones. Both the meat industry

and commercialagriculture werecriticized. Thearticle draws acontrast betweenagriculture’s mostpolluting andinhumane opera-tions, and organicand local farmingefforts. It suggests

that local organic farming will lowerorganic produce prices by creatingeconomies of scale in moving the foodto market, and will lead America’s dietin a healthier direction by providingsafer, fresher food to consumers.

Link Between ADHD andPesticide Exposure Disc

A study composed of 300 MexAmerican children of the Salinan agricultural region of Califoalerted researchers to the connbetween Attention Deficit HypDisorder (ADHD) and pesticidsure. During the study, childrenin age from three to five years,mothers, were tested for the prof pesticides several times a dasmall percentage of children rea correlation between the condand pesticide use. While criticsthat the spike of ADHD occurrchildren is due to over-diagnos

study has raised concern regardparallels of agriculture and attedeficit disorders. No concrete cand effect has been establishedtime; however, more controlledwill continue in non-agricultur

New Grant for Farmers’ Promotion

In an effort to expand consumeto local food and provide incoopportunities for local agricultducers, the USDA approved gra Farmers’ Market Promotion P(FMPP). Approximately $4.1 mbeen made available through 7in 34 states to increase locally fresh fruits and vegetables for lincome populations, many of wfall within “food deserts,” mostareas where there are few or nostores or sources of fresh produThe USDA, with the FMPP, hastargeted these food deserts as a

to supply affordable and nutritifruits and vegetables to consumfunds for this initiative are provthe Supplemental Nutrition AssProgram (SNAP); the Women, Iand Children (WIC) Program; aFarmers’ Market Nutrition Prog

his edition of Certified Organic arrivesas we wait out the cold, wet winter

hope for the new year and newwing season. We prepare for spring’sn shoots and make resolutions to bee sustainable and proactive this year.h this season comes new products,s, and ideas that will continue to

w the organic market.

assist members in growing this market,OF is proud to announce the release

new online certification managemental, MyCCOF. This new tool and time-ng resource is unique to CCOF andto clients. Read all about it on pagend begin your year more organizedever!

ddition to new organic tools and

ducts, new ways to communicate arenging up all around us. Every day,ple consider making organic pur-ses based on something they heard,, or saw. As industry leaders, we havesponsibility to make sure consumersgetting the full story on organic.

Our feature article follows inventiveCCOF members who have succeededas storytellers by using creative andmodern methods for relaying the storiesbehind their products. From a mom andpop shop turned nation-wide brand andpreserving community, to a farmer-ownercooperative using social media to connectcustomers with local farmers, engagingstorytelling comes in many different formsthese days. In order to continue growingthe organic market we must all tell ourstories and tell them well. See page 26 forinspiration and advice on getting started.

CCOF continues communication withthe National Organic Standards Board(NOSB) and encourages you to do thesame by providing input on the petitions

slated for the April meeting. Along withcontributing to national policy, CCOF hasbeen the host recently for internationalvisitors as part of ongoing discussionson certification equivalency. See ourAdvocacy section, page 15, for moreinformation.

Consider this edition of Certified Organicyour Marketing 101 education and ourAnnual Convention to be your seniorlevel course. This year’s event, entitledGrowing the Organic Market , willtake place February 18-20 in sunnyVentura, California and will cover manyof these themes in more depth. Thethree-day event will include our AnnualMeeting, hands-on workshops and panelpresentations by industry veterans, andour ever-popular farm tours. Plus, hearfrom keynote speaker, Rayne Pegg,Administrator of the USDA AgriculturalMarketing Service (AMS). See page 14 formore details.

So to all CCOF growers, producers,handlers and organic supporters, Happy

New Year! May this year bring growth,innovation, and new marketing opportu-nities to your organic business.

Sincerely,

rst Words

Will Daniels

Chairman of the Board, CCOF, Inc.

In the News

Continued o


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CCOF Certified Organic Magazine—Winter 2011 CCOF Certified Organic Magazine —Winter 2011

n the News Continued from page 5

egon State Universitynounces Organic Blueberryants

USDA will be awarding two grantsregon State University to support

production of organic blueberriesder to help small-scale and localers. One grant will fund research

for four years inOregon and NorthCarolina to cultivatecost-effective,high-yielding,and nutritiousorganic blueberries.

ording to the OSU Extensionice, Oregon farmers alone sold over

million of blueberries in 2009. Thend USDA grant will fund the designn internet course to h elp aspiringnic farmers get started. Accordingernadine Strik, OSU researcher,nic berry production has increasedensely in recent years; however,research has been done to answer

questions for aspiring farmers. OSUhopes to take on such needed research.This research will address pest manage-ment, harvesting, storage, and process-ing strategies associated with organicfarming. The online course will addresstopics of labor, income, finances, andliability. 150 farms have completedthe training so far. Garry Stephenson,coordinator of the small farms program,claims that the next ten years will seethe largest transition of farmland inhistory, calling for many more farmersto join the agricultural community. TheOSU grant program plans to fill thatneed.

OTA Contests Fox News Claims

that Organic Consumers are“Suckers”

John Stossel of Fox Business Networkchallenged the environmental andhealth benefits of organic products andfood in a segment on November 18,

2010. Stossel claimed that “chemicalsare beneficial and organic consumersare just scared of pesticides,” and aretherefore “suckers.” He assured thatresidues on conventional and cheapercrops are miniscule and below harmfullevels, thus proving that organicconsumers are simply paying a higherprice for a “microscopic” difference.The Organic Trade Association (OTA)responded to Stossel’s claims as amisinterpretation, one the entertainerhad made many times before. OTAalso released a response supporting theefforts and ideologies behind organicagriculture, noting the link betweenpesticides and birth defects, the onsetof autism, neurodevelopment issues

in newborns and young children, andthe contraction of cancer. Accordingto the OTA, conventional agriculturalpractices rank as the third most signifi-cant risk of cancer in a country wherealmost half (41%) of the population willbe diagnosed with some form of cancerin their lives.

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CCOF Certified Organic Magazine—Winter 2011

Member News

by Carrots: “Eat ‘Em Likek Food”

ersfield, California-based companyhouse Farms, Inc. has launchedfirst-ever marketing and advertisingpaign for baby carrots, using thean “Eat ‘Em Like Junk Food.” Thepaign is working to challenge the

minance that junk food companies

e over the idea of snacking. They carrots are sold in new packaging,h television advertising spots thatically mimic junk food advertise-

nts. The campaign includes outdoorboards, social media, and custom- vending machines to be placed

t to junk food vending machineschools. The new campaign evenudes an iPod Touch and iPhone

eo game that is powered by thenching of real baby carrots. Thepaign launched in September 2010

h test markets in Cincinnati, OhioSyracuse, New York. They have

ns to increase their markets later this.

ndberg Launches Newebsite

nation’s leading brand of organicand rice products, Lundberg Family

ms, has

nchedwsite tonecth theiromers.new site has consumer-friendlyures that allow visitors to ratecomment on dozens of originaldberg recipes. Grant Lundberg,

O of Lundberg Family Farms, said:e wanted to start a dialogue withamong the people who enjoy our

products.” The new website also intro-duces downloadable coupons and ablog about life on the Lundberg FamilyFarm, written by family members andemployees. The new blog will detail theefforts and practices used to minimizethe environmental impacts of the farm.Visit www.lundberg.com to browse.

Tcho Chocolate Featured inNew York Times

Tcho Ventures, Inc., producer of high-end chocolate, was featured in a NewYork Times article in early November2010. Based out of San Francisco’s Pier17, Tcho has emerged as an up-and-coming chocolate brand with products

already soldat WholeFoods,Macy’s,Garden ofEden, andStarbucks.With a differ-ent approachto chocolatelabels, Tchochocolates are categorized by theirdominant flavors: earth, nut, citrus,fruit, floral, and of course, chocolate.The article comments on the challengesof entering the chocolate market andmaking a name among revered chefs. Italso highlights the new approach thatTcho brings to chocolate production;the company uses new technologiesincluding computers, solar-poweredmonitoring cameras, and laboratoriesto create the best possible product.Tcho, which is conscious of agriculturalsustainability and treatment of workers,is quickly becoming recognized bymajor pastry chefs for its deliciousartisanal products, created in theUnited States.

BARRA Celebrates 65th OrganicWinegrape Harvest

Charlie Barra, founder of BARRA ofMendocino, celebrated his 65 th organicgrape harvest this fall. As one of thefirst growers on the North Coast ofCalifornia to grow organic Chardonnay,

Riesling, Cabernet Sauvignon,and Pinot Noir grapes, BARRA ofMendocino has expanded to producean additional six vari-etals including PetiteSirah, Sangiovese,Merlot, Pinot Blanc,Muscat Canelli,and Zinfandel. Thevineyard, whichBarra started as ahigh school junior in 1945, is nowover 175 acres. As he continued togrow organically, Barra saw many ofhis neighbors transition to the samepractice. As more neighboring farmsswitch to organic growing methods, heenjoys watching wildlife return to his

ranch. Barra, now 84 years old, stillruns the show, overseeing all aspectsof harvest and the winery, includingpouring at CCOF’s 2010 Organic Beer& Wine Tasting!

UNFI Purchases RenewableEnergy for New TexasDistribution Center

The nation’s largest distributor oforganic and natural foods, UnitedNatural Foods Inc. (UNFI), is buying6,200 MWh (megawatt hours) ofrenewable energy and electricity for thecompany’s Lancaster, Texas facility. Anestimated 4,500 metric tons of carbonemissions will be reduced through theuse of this renewable energy, equivalentto nearly 10,400 barrels of o il. UNFIreceived Green-e Energy certificationfor the purchased renewable energyand hopes to receive LEED (Leadershipin Energy and Environmental Design)

certification for the structure to ensureenvironmental and client protection.UNFI is a contributing member to theEPA’s Green Power Partnership and pro-duces over two million kilowatt hoursof sustainable energy through its solarand green energy facilities in California,Washington, and Connecticut.

Continued on page 11

Brandt Crop Protection

Sustainable Controls

Brandt Consolidated, Inc.

2935 South Koke Mill Road

Springfield, Illinois 62711 USA

[email protected]

www.brandtconsolidated.com

800 300 6559

Brandt Specialty Formulations provides Manni-Plex®

micronutrients and specialized nutritionals, adjuvants,

pesticides, fungicides and nematicides. This division

is also at the forefront of environmentally friendly

technologies to enhance the sustainability of global

agriculture.

Specialty Formulations lives up to its name by

continually developing and seeking out new and

technologically advanced products that provide

growers around the world with products that

improve results.

Efficacy and Safety . . .

Brandt Sustainable Controls

n Saf-T-Side® insecticide and miticide

n Ecotec® broad spectrum insect and mite control

n Sporatec® broad spectrum agricultural fungicide

n Matratec® non-selective herbicide

Call or e-mail for our new brochures!

Ecotec, Sporatec, Matratec and Saf-T-Side are registered

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6/23


Member News Continued from page 9

California Food Banks NowOffer Fresh Produce

IFCO Systems, an operator of ReusablePlastic Containers (RPCs) and a sup-porting member of CCOF, is workingwith the California Association of FoodBanks (CAFB) to launch a pilot programto increase access and affordability offresh produce to low-income families.The Farm to Family program waslaunched with Ocean Mist Farms andPacific International Marketing earlierthis year. IFCO is providing subsidiesof their RPCs to growers so they canprovide local food banks with theirproduce. In the past, a problem foodbanks had faced was finding a wayfor growers to harvest and transportdonated produce in a way that wasstill affordable to growers; as a result,many individuals who depended onfood banks were not able to get fresh

produce. In this program, growers arereimbursed by CAFB for the cost ofharvesting, and IFCO lends growersthe RPCs, which allow these donationsto be financially feasible, thereforeproviding more people with healthy,fresh produce.

DeLoach Vineyards and LocalCollege Build Organic Garden

DeLoach Vineyards has announceda collaboration with KingsboroughCommunity College in Brooklyn,New York to build the KingsboroughUrban Farm. The “Build a Garden inBrooklyn” project will be integrated

into the school’s curriculum to providestudents the opportunity to grow andharvest fresh, organic produce in anurban center. Produce grown on thefarm will be used by the culinary artsprogram, the student-catering firm, and

the college cafeteria. This partnwill complement DeLoach’s effin sustainable farming and gardwhile allowing them to help ed

a negeneof oadvo

JeanBois

proprietor of Boisset Family Estsaid of the partnership: “As stewof the land, our responsibility lonly in fostering best practices our own methods, but also in sthe breadth of our knowledge wcommunities. We’re happy to p

pate in the Kingsborough Urbaas it helps educate young peopwhat we have so passionately bin for years at DeLoach Vineya

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Send your tax-deductible donation to:

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or donate online at: www.ccof-foundation.org

e CCOF Foundation is a 501(c)(3) non-profit educational organization

created to complement the work of the CCOF family. We accept

tax-deductible donations to further our vision and mission. Please

help us help others to recognize the value of growing, eating andliving organically. Visi t our new website and Go Organic!

Supporting organic farming, eating, and living

CCOF FOUNDATION

VISIONThe vision of the Foundation is: “Grow, Eat, Live Organic.”

MISSIONThe mission of the Foundation is to facilitate the transition,

for farmers, consumers and communities, to organic.


7/23


OF 5th Annual Organic BeerWine Tasting: Anotherccess for Organic!

OF thanks our certified brewerieswineries for their participation in5th Annual CCOF Organic Beer &e Tasting, held October 29, 2010,e San Francisco Ferry Building.

enthusiastic crowd attended andoyed learning about organic brewingwinemaking while tasting somederful beverages. The eventwed CCOF members to gain directess to consumers, all while raisingds for CCOF’s education andocacy programs. Registration for6th Annual Organic Beer & Wine

ing will begin in February 2011;tuned for notices from CCOF.

Things Organic/Naturaloducts Expo East

ctober, several CCOF staff attendedThings Organic/Natural Productso East, in Boston, Massachusetts.event is dedicated to growing thenic industry and bringing buyerssellers together. CCOF exhibitedpromoted our members and thee of organic certification. Attendeese interested in hearing aboutcertification process and findingnic suppliers. Many key players

m the organic community attendedexhibited, including the Nationalanic Program (NOP). “The NOPseveral staff members at their boothe exhibit hall available to meet organic producers, consumers,certifiers,” says Jody Biergiel, CCOF

ector of Handler Certification. “It

ears the Age of Enforcement willbe the age of transparency and

essible government.”

ddition to exhibiting, CCOF staffmbers contributed to the educationgram. Jake Lewin, CCOF Chiefification Officer, was a speakere “Organic Integrity - A Global

k at the Public-Private Partnership”ion. This session also includedesentatives from Soil Association,

WSDA Organic Food Program,International Organic AccreditationService, and the Washington StateDepartment of Agriculture, whodiscussed how their organizations arehelping maintain the integrity of theorganic label. Biergiel moderated asession titled “Retail Differentiationthrough Organic Activism,” whichlooked at voluntary retail certification,sourcing local organic products,and using social media to motivateshoppers.

Jody Biergiel speaks with Melissa Bailey,Director of the Standards Division, NationalOrganic Program.

Sunol Valley Farms Field Trip

CCOF Grower and LivestockCertification staff visited several farmsin Sunol Valley, California this October.Their first stop included three farms inthe Sunol Ag Park: Baia Nicchia Farmand Nursey and Iu-Mien Village Farms(both CCOF certified), and Terra BellaFarm. The Sunol Ag Park integratessustainable agriculture, natural resourcestewardship, and public education.Most of the farms at the park growfor local farmers’ markets and CSA(Community Supported Agriculture)programs. Next, CCOF staff headedover to Hillcrest Ranch, where theygrow and press Picholine and Missionolives into extra virgin olive oils andhandcrafted soaps. Kathleen Elliot,owner of Hillcrest Ranch, guided CCOFstaff through the storage and production

process, her farmers’ market tablepresentation, and the family history ofthe farm.

Kathleen Elliot’s farmers’ market presentation.

The afternoon was spent at J.E. PerryFarms in Fremont, where staff enjoyeda visit to the family-friendly pumpkinpatch, toured the farm via tractor, andlearned about how father and sonteam, Joe and Doug Perry, are usingthe farm to educate future generationsabout organic food production. The daywrapped up with a visit to the OlivinaMill, where Hillcrest Ranch olives areprocessed. Here the staff learned abouthow the olive mill processes organicand conventional olives in the samefacility.

CCOF staff proudly display their squash!

Overall, the growers and processorswere enthusiastic and impressive intheir commitment to organic. A broad

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ge of backgrounds were represented and theerience was very educational for CCOF staff asghlighted the families, history, and sustainabilitynd their organic food source.

stern Organic Dairy Producers Fallnference

October 2010, CCOF attended the annualtern Organic Dairy Producers fall conference in

desto, California. Devon Pattillo, CCOF Livestockification Specialist, participated in a panel discus-about the new pasture requirements for organic

ducers, and shared examples of records that meetrequirements. Elizabeth Whitlow, Regional Serviceresentative for the CCOF North Coast Chapter,also in attendance. The event offered CCOF op-unities to field questions about organic livestock

uirements, connect with certified producers, andr about broader issues affecting organic dairies.

OF Annual Convention: Growing theganic Market

OF’s 2011 Annual Convention, Growing theanic Market , is coming February 18-20 to sunnytura, California.

Convention begins with the CCOF Annualeting and welcoming reception featuring organicducts from throughout the Ventura/Oxnard area.

year’s Convention agenda focuses on bringingr products to market and expanding the organicketplace. Gain valuable knowledge that you can

mediately apply on your farm or operation and inr marketing plan. Enjoy networking with othernic producers, processors, handlers, and support-ndustries.

ds-on workshops and panel presentations willure experts in five market areas:

• Wholesale/Distributor/Retail

• Farmers’ Markets

• CSAs

• Chefs/Restaurants/Schools

• Export Markets

exhibitor showcase will feature suppliers to thenic sector. The final day offers the ever-populars of local CCOF operations in the beautiful Ojaiey.

ster online at www.ccof.org/educationconference.or mail or fax the registration form to the right.

t Work AdvocacyContinued from page 12CCOF Prepares for April 2011NOSB Meeting

The Spring 2011 National OrganicStandards Board (NOSB) meeting willbe held in Seattle, Washington on April26-29, 2011. CCOF staff and membershave been preparing for this veryimportant meeting for months, and weencourage all of you to get involvedin the development of the standardsthat affect U.S. organic production.Both the NOSB and the NationalOrganic Program (NOP) website haveinformation on how to file a petition,weigh in on previously filed petitions,and comment on recommendationand discussion documents for the Aprilmeeting. The most current meetingagenda is also posted on these sites.

Several of the petitions that will beconsidered by the NOSB in Aprilhave direct impact on our membersand we encourage you to be heardby submitting your comments to theNOSB on these petitions. While CCOFdoes not currently have a position onthese issues, CCOF feels it’s importantto keep our clients informed. Onepetition would allow sulfites in wineslabeled “organic,” a change that wouldaffect the current standard whichstipulates that wines containing addedsulfites must be labeled “made withorganic grapes.”

California’s SOP in FullCompliance with NOP

Years of work on the CaliforniaState Organic Program (SOP) haveculminated in legislation and regulationthat finally bring the program into full

compliance with the National OrganicProgram (NOP) and streamline themandatory California organic registra-tion process.

CCOF and others, including theCalifornia Farm Bureau Federation(CFBF), worked with legislators tosponsor AB 2612, authored by theAssembly Committee on Agriculture.The law was signed by the Governorand went into effect on January 1,2011. Although non-exempt organicoperators in California (those making

$5,000 or more on organic) will still berequired to submit a detailed map withtheir registration form, they will NOTbe required to submit other informa-tion, such as a list of all substancesapplied to the crop, soil, or irrigationwater. That information is already con-tained in the operator’s Organic SystemPlan (OSP) which can be attached tothe registration application.

During our work with the SOP onstreamlining the registration process,it was determined that they had beenperforming spot inspections withoutproper regulatory authority. Theseinspections are crucial to ensuringthe integrity of organic operations inCalifornia, and CCOF agreed that the

California Department of Food andAgriculture (CDFA) needed to promul-gate regulations to obtain this authority.Those regulations were approved inlate November and went into effect on

January 1, 2011.

CCOF will continue to attend everyCalifornia Organic Products AdvisoryCommittee (COPAC) meeting and workwith CDFA and SOP staff to ensure thatthe program continuously maintainsand improves its role with California’sorganic producers and processors.

New California OrganicFertilizer Law in Effect

AB 856, which was signed into law in2009 and is being phased in through2012, continues to affect both manu-facturers of Organic Input Materials(OIMs) and CCOF operators. By thetime this edition of Certified Organic goes to print, the second phase of

the law – the regulations that providethe details to the legislation – will beenacted, and those who use OIMs willneed to comply with the law. The AB856 Implementation Subcommittee,on which Claudia R eid, CCOF’sPolicy Director, serves, will keepmeeting throughout 2011 to developsuggestions for how the law should beimplemented in a way that allows theState to prosecute potential perpetratorsof fraud without harming organiccommerce.

AB 856 provides additional levof authority for CDFA to inspecenforce labeling and ingrediensions of the California Fertilizehas specific language about homaterials approved for organicbe regulated and monitored. T856 Implementation Subcommappointed by the Secretary of FAgriculture to make recommento the California Fertilizer InspeAdvisory Board (CFIAB) that is with advising the secretary andstaff on how to implement thesprovisions. A B 856 increases tion and penalties on fertilizer compost manufacturers for orginput materials. CCOF and oth

including the Organic Trade As(OTA), the Organic MaterialsReview Institute (OMRI), and mmanufacturers continue to encCDFA to promulgate regulationare enforceable and focus on ahighest risk.

CCOF Hosts EU and CanDelegates

CCOF was privileged to host twin late 2010 for delegations of regulators from the European U(EU) and Canada. In both instathe National Organic Program staff requested CCOF’s assistanshowcasing U.S. organic operathat represent a specific segmeorganic industry. For the EU, twas part of a larger exploratoryrecommence discussions abouequivalency.

CCOF took the EU and NOP vcertified organic walnut, dairy,

berry, and mixed vegetable opeThe delegation was duly imprewith the size and efficiency of operation, and our clients reprethemselves and the U.S. industwell during the questioning, wfocused on the differences betwU.S. and the EU systems.

The Canadian delegation was iested in viewing products that frequently imports from the UnStates, as well as in issues surrolivestock practices and the use


Growing TeOrganic Market

CCOF Annual

Convention

Registration by Mail(Please photocopy for each person enrolling)Complete this form and send with payment to:

CCOF 2011 Annual Conventionc/o CCOF 2155 Delaware Avenue, Suite 150

Santa Cruz, CA 95060

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9/23


Sodium nitrate, also referred to as Chilean nitrate. By touringa CCOF certified egg operation and a mixed vegetableoperation, the Canadian visitors gained a better understand-ing of the similarities and differences that exist between U.S.organic production and Canadian organic production. Weare grateful to our clients for their participation in these visitsand their willingness to help inform other countries abo uthow things are done in the United States.

Mexican Organic Update

You read in our Fall 2010 issue of Certified Organic aboutthe work our Policy Specialist, Zea Sonnabend, has beendoing with others on the Mexican treated seed issue. Inaddition to the seed issue, the Mexican Organic Regulationsare expected to go into effect next year and have somesignificant challenges for Mexican clients if they are notmodified. Sonnabend will continue to represent C COF withthe Organic Trade Association’s (OTA) Mexico task force,

working with others in the United States and in Mexicoto stay abreast of how the Mexican organic standards aredeveloping.

Please contact CCOF Policy Director, Claudia Reid, at [email protected] with questions, comments, or to provideinput on NOSB petition s. You can also find informationabout NOSB meetings and petitions on CCOF’s website,www.ccof.org/nop.php.

Advocacy Continued from page 15

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ertification News Certification News

CCOF Revolutionizes Online Services

are pleased to announce the full client-wide releaseCOF’s new online certification management portal,

CCOF. This additional service is unique to CCOF an d freeur clients. Clients may use MyCCOF to monitor theirfication and renewals, get key documents, and track theection and certification process. You can also monitorr account status and submit payments. To learn more visitw.ccof.org/myccof or click the MyCCOF logo at www..org.

ing the coming months and years, CC OF will expandservice to provide more features and benefits for CCOF

mbers. Today, clients can use MyCCOF to:

Download copies of your most recent certicate andclient profile.

Track inspections throughout the process and nd your

inspector’s contact information.

Monitor every operation you are associated with. Perfectfor consultants, managers, and partnerships!

Monitor contacts, facilities, private label brand owners,and other links to your operation.

Download copies of recent letters from C COF.

Monitor the status of Action Items such as Requests forInformation, Notices of Noncompliance, and submis-sions from you to CCOF.

Track the payment status of invoices and easily pay yourbills online.

Track program enrollment and renewal status.

View promotional operation information stored byCCOF such as sales types, apprenticeship offerings, andcompany statements.

w Canadian Export Requirements

arly November 2010, the National Organicgram (NOP) clarified that under the U.S.-ada Organic Equivalence Arrangement

roducts exported to Canada should beompanied by documentation that containsollowing statement:

rtified in compliance with the terms of theCanada Organic Equivalency Arrangement”.

statement may appear on organic certificates, billsding, transaction certificates, purchase orders, or otherrmative attestation.” While this statement may be appliedhe seller, it may only be used for product that fullyplies with the equivalency arrangement.

CCOF ensured that this statement was included on theGlobal Market Access (GMA) certificate for all clients whomet the terms of the equivalency arranged in September2010; it will appear on all certificates going forward. TheCCOF GMA certificate may be used to accompany ship-ments of products that meet the agreement. CC OF stronglyrecommends enrollment in the GMA program to all operatorswho ship products to Canada or who produce products thatmay ultimately be shipped to Canada by someone else.

The NOP also clarified that in order to comply with theequivalency arrangement:

• All products, not just raw produce, must be veried tohave been produced without the use of Chilean nitrate.CCOF will require that clients with processed goodscurrently approved for Canada use in 2011 to securedocumentation confirming that all ingredients complywith this requirement. This may be in the form of affida-

vits or certificates of compliance from certifiers. All newproducts seeking equivalency approval must demonstratecompliance with the arrangement prior to receivingapproval. CCOF will concentrate its efforts on identifyingspecific crops that may be grown with C hilean nitrateand may not require substantial documentation foringredients that do not pose a risk.

• Hydroponic and aeroponic production may not be soldas organic in Canada.

• Animal products exported to Canada must be producedin compliance with the stocking densities in theCanadian organic standards. CCOF will verify thisduring upcoming inspections for operations requestingCanadian export verification.

The Canadian Organic Office has stated that at the currenttime the organic standards are in a “soft enforcement”stage. As these requirements differ slightly from the previous“produce only” implementation, CCOF operations will beallowed appropriate time to demonstrate compliance. IfCCOF or CCOF operations have knowledge that particular

products or ingredients do not comply with any of theterms of the equivalency arrangement (such as the useof Chilean nitrate), these items will not be granted

equivalency status and must not be represented or soldas organic in Canada.

CCOF will be modifying Manual III, inspectiondocuments, affidavits, and various other information

resources in the near future to assist clients with compli-ance. Read the NOP’s announcement by visiting www.ams.usda.gov/nop and viewing “International Agreements”followed by “Equivalence Agreements.”

Inspection Changes for 2011

Beginning in 2011, CCOF inspectors will no longer providea copy of their inspection reports directly to clients. Instead,

all inspection reports and associated photos will be avail-able online to all clients via MyCCOF. CCOF clients mayalso receive a hard copy of their report by contacting theirRegional Service Representative (RSR). Your RSR is identifiedat the bottom of all CCOF certification correspondence, anda complete list of CCOF RSRs is available atwww.ccof.org/rsr.php.

CCOF Develops Helpful Post-Inspection Tools

Two new documents have been created to help CCOF clientsunderstand the certification process.

What to Expect After Your Inspection: Clarifies theinspector’s role and what clients should expect as potentialoutcomes following the inspection. This helpful document isprovided to all clients by their inspector.

Certification Tips: Provides important reminders for both

growers and processors regarding the most common certi-fication problems and mistakes. You will receive this sheetwhen you complete your annual renewal.

Copies of both documents are available at CCOF’sCertification Assistance page located at www.ccof.org/ certificationassistance.php. This page also includes a varietyof helpful record keeping forms and other key resources.

CCOF Releases Revised Certification Manual

CCOF has recently released a new version of Manual I, AGuide to CCOF Certification. This improved version includesseveral updates and clarifications regarding CCOF processesand procedures. The updated manual also includes keylegal protections for CCOF and requires that CCOF clientsinvolved in Adverse Action appeals and other legal proceed-ings, such as subpoena requests, pay CC OF legal and stafftime costs. These changes are intended to protect CCOFand CCOF clients by ensuring that CCOF has the necessaryresources to provide excellent service to all clients. Keysections that have been updated include:

• Denitions: Clarications and standardization of termsbetween CCOF and the National Organic Program.

• 1.2.4 Private Label Entities: Clarication and updates tothis section, removal of redundant section.

• 1.3 Overview of CCOF Certication Manuals:Clarification of availability of CCOF Manuals.Notification that CCOF reserves the right to modify thesemanuals at its discretion. Applicants and clients arerequired to meet the requirements in the most currentManuals.

• 1.3.1 Additional Resources: Clarication regarding OMRIGeneric and Product Lists availability as additionalresources, but not formal CCOF manuals.

• 2.2 Application Review and Co st Estimate: Updreflecting current practices regarding Regional SRepresentative (RSR) assignment and inspection

• 2.5.1 Continuation of Certication Procedure: Ureflecting current renewal processes and post-inreview outcomes.

• 2.5.2 Withdrawal of Certication: Clarication tformal, verbal certification withdrawal process.

• 2.7.1 & 2.7.1.1 Noncompliance and CorrectionNoncompliance Procedures: Clarification of nonance process and reasons for issuing noncompliupdated to reflect NOP requirements.

• 2.7.5.1 False Labeling and Misrepresentation of Status: Title modified to include misrepresentatioorganic status in addition to labels so that web arepresentations are covered. Civil penalty notific

updated to reflect current $11,000 fee level.

• 2.11 Indemnication: Requirement to indemnifyagainst legal claims.

• 4.8.6 Fees for Other Services: Updates reectingbilling rates for technical services such as subpodocumentation research, and other requests.

• 4.9 Complaint, Investigation and Adverse ActionRequirement that CCOF clients are responsible freimbursing CCOF for all costs incurred by C COa result of adverse actions, investigations, and leissues involving the applicant or client. Ensures tcosts associated with appeals and meditations inCCOF prevails are the responsibility of the operaThese measures will ensure that CCOF clients instanding are not forced to pay for the significantexpense associated with appeals and subsequenadministrative proceedings at the State or Federa

A copy of the new manual can be found by visitingccof.org/standards.php or by contacting CCOF and ahave a copy sent to you free of charge. If you have qor comments, please contact Jake Lewin, Chief CertiOfficer, at [email protected].

Renewals: Still Due

As reported in the last Certified Organic, CCOF annucertification renewals are due January 1, 2011. If yonot already paid your annual fees and submitted yourenewal contract, you must do so immediately. Opethat do not complete BOTH of these steps by Februa2011 risk receiving a Notice of Noncompliance and Visit www.ccof.org/renewal.php and www.ccof.org/php to complete this process online today.


11/23


aking the leap into the international marketplace canseem a bit overwhelming. Some of the top challengesorganic producers face when looking to expand their

orting operations are barriers related to internationallations; the costs of developing markets; difficulty in

finding distributors, buyers, or importers; andlack of knowledge of foreign markets.

Many countries have developed their ownstandards for organic food and, over time, therehas been an increased uniformity in organicregulations and equivalency agreements. TheCCOF Global Market Access (GMA) programoffers certification to these various internationalstandards for CCOF certified members whoexport their crops and/or products, or sellto buyers who may ultimately export theirproduct.

CCOF certified member Taylor Brothers Farmsis a leading producer and global distributorof organic prunes and prune products. As

ember of the GMA Program, they have successfullyibuted their organic products throughout North America,

ope, and Asia. John Taylor shares his own insights intobest ways to successfully export organic products.

tting Started

ore you begin the process, here are some things to thinkut.

Handling of product. Logistics can involve trucking,ipping, and storage. Will you need cold or co mmonorage? High humidity or low?

The environment. What is the environment that you areipping into? How will the climate affect your product?

Shelf life or perishable. What do you need to do toaintain the quality of your product? Will there be added

ackaging and handling costs?

4. Distance of travel, length of time. How does yourproduct handle transportation?

5. Culture of the country you’re shipping to. How arethey going to use the product? Is your product new to theculture of the country you plan to ex-port to? Will it take a lot of educationfor them to understand your productand how it is used? How much timeand money do you want to invest inconsumer education and advertising?

6. Where is your product going tofit? Is it for retail, food service, orindustrial purposes? Wh o is the enduser? How will it be used, consumed,cooked, etc? How is it presented?Does it have nutrition h ighlights,

organic focus, or health benefits, or isit just a common, every day food?

7. The demand. What is the demand,or can the demand be created? Is themain focus to present something thatis new and different to the market-place or to present a better product ofwhat already exists in this area? Thebig question to ask is “I like it, butwill everyone else?”

These questions are stepping stonestowards developing your exporting business strategy. Takethe time to anticipate potential problems and needs to avoidcommon pitfalls and mistakes.

The Must-Dos for Exporting

The first container is always the hardest to ship. The worrycan be greater than the work at times. However, if you layout your plan, familiarize yourself with the laws and regula-tions of the foreign market, and read over these key points,exporting can be straightforward and successful.

1. Establish a Solid Relationship with BuyersBe sure to find someone who is willing to spend the time

and effort to promote your product. Be sure to detail yourshipping procedures and communicate them with yourcustomers. Problems may arise, but can be overcome ifyou’re willing to do the work.

2. Anticipate TimingIt can take up to 2 months for a shipment to reach yourcountry of choice. From there, it has to b e distributed tothe wholesalers and, then, to the retailers. If you wantpayment soon or up front, you may have to discount yourproduct until a firm relationship is established. Don’texpect anything to happen quickly, especially if it is a newproduct intended for a new market.

xporting Organic

The CCOFGlobalMarket Access

programhelped usgain accessto foreignmarkets thatwe wouldhave struggledto be certifiedfor on ourown.

– John Taylor

3. Check Foreign Labeling LawsBe aware of foreign packaging and label laws. These canbe very strict, and your product needs to be approvedby the importing country. In addition, it must meet theorganic labeling requirements of the importing country andin some cases, NOP labeling requirements as well. Planto have label approval done very early in the importingprocess to assure that you won’t have to make correctionsafter the processing of your product has begun. This canbe a costly mistake and is easily avoided with properplanning.

4. Product StandardsMake sure that ALL products meet the buyer’s standards.With the long distance it takes to send out your product,the last thing you want is your product shipped backto you. The loss in sales, the correction of packaging orproduct, and the time lost is too expensive to let a returned

shipment happen. Remember, re-working processed goodseats up your hard-earned profit.

5. Certification DocumentationRecordkeeping is very involved for exporting. It will taketwice the amount of paper work to get products intoa foreign country than it does to get it into a domestic

market. It is important to keep track of all export cercates and importer approvals. A good freight forwardcan save a lot of time and effort. They are able to keefrom getting shipments hung up in storage or delayeports of entry, and they can also help in fixing problethe shipping and receiving ports.

6. General Requirements for ExportIn addition to the above details, organic fruit and veetables must also meet the usual requirements conceall exported fresh fruit and vegetables, whether orgaconventional. Some of these requirements include: gand quality standards, phytosanitary certification, cuimport clearance, and adherence to country-specificMaximun Residue Levels (MRLs) standards for tolerafor pesticides, herbicides, and fungicides. Note: Sincorganic production prohibits the use of most synthetpesticides, organic producers are unlikely to exceed

MRLs; however, those who use some of the few syntinputs permitted by organic standards should be awthese requirements.

For more information on CCOF’s GMA Program, visit wccof.org/international.php, or contact [email protected]

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12/23


tering Your Retail Relationships

Mark Mulcahy, an organic retail consultant of 15 years,has led hundreds of workshops on grower-retail rela-

s and set up strong local grower-retail programs aroundcountry. His recommendations on entering this marketays start with a quote from Denesse Willey of T&D Willey

ms: “A good deal is a good deal for all parties.”

h this thought as a guideline you can grow any challengea positive and sustainable relationship. Often the

blem a grower has with accessing a market or working a retailer stems from a lack of understanding of retail

rations, unclear expectations from the retailer, and a needbetter communication from both parties.

following are suggestions for growers wanting to developng relationships and foster better communication with al partner.

Take a Walk

tify whom you want to work with and take a day to visite departments.

How do they display produce?

Is the department full and abundant? Is it well-culled?

Is the display complementary to the produce they sell?Is it exciting?

Does the display make you want to shop there?

Do they have good point-of-purchase materials?

Are the employees friendly and knowledgeable?

ot, you may want to reconsider them as a partner. Howr department looks and feels on a given Wednesdayrnoon can tell you a lot about how your produce willandled and sold. Another thing to notice is the size andity of the product being sold. Do they sell a lot of bagged? What about more exotic or less common items? Wouldr product work here?

Do Your Homework

out who is the lead contact. In a smaller store under000 sq. ft., your lead contact is most likely the produceager, whereas in a medium to large store of 15,000 to

000 sq. ft., they may have a designated buyer. You may

have to go through a produce coordinator or central distribu-tion center for stores larger than 30,000 sq. ft. or stores thatare part of a chain.

Don’t stop at produce. Many prepared foods departments aredoing more direct buying these days and that contact couldbe a foot in the door to the produce department that may nothave been initially interested. Once you’ve established thecorrect contact, find out their schedule and call to schedule atime to meet with them.

3. Prepare for the meeting

Consider asking the following questions:

• What kind of food do you specialize in? Gourmet,organic, local?

• Do you buy from many local growers? If so, whom?

• Who’s your clientele?

• How long have you been in business?

• What are your store’s signature departments?

Make sure you cover:

1. Delivery – Do they have delivery hours? Is there aparticular person to check in with when delivering?Where do they take deliveries (back or front of thestore)?

2. Ordering – What days do they order? What times? Isthere a cut off? Do they prefer to get your availabilityvia email, fax, phone call, or an online ordering system(e.g. Local Dirt, www.localdirt.com)?

3. Quality standards – Do they like certain sizes ofapples? Does the chard sell better when it is bunched acertain size?

4. Packaging – Do they have packing standards? Do they

save boxes? Are they willing to accept RPCs (returnableplastic containers)

5. Payment – What are their terms?

Items to bring to your meeting:

• A current copy of your CCOF certicate.

• Samples! Produce and kitchen managers love to trywhat they will be buying (Note: If they don’t - they maynot be the people you want selling your food). Bringenough to share with the floor staff as having them on

your side will go far in how successfully your productis sold to customers.

• A yearly or seasonal production schedule. For everymanager that considers this unnecessary there will befive managers who will be glad you went through theeffort.

• A wish list for the retailer and your farm. What wouldthey like to have someone growing for them? What aresome crops you have been thinking ab out trying?

Come with recipes, information about your farm and crops,and tips for consumers on preparing your produce. Becreative. Give people ideas or menus. If it’s a value-addedproduct, such as a special sauce, offer some serving sugges-tions to help the retailer promote your item.

4. Tell your storyCome prepared to tell the “story” of your farm. People wantto hear the real life context for your business, and writtenand verbal stories give them that experience. Make yourselfand your farm real.

• Where are you from?

• What’s the history of your farm?

• Who else lives on the farm? Is it a family operation?

• What kinds of animals, if any, live there?

Bring pictures and if you have a website, be sure to directthem to it. For an added touch, invite them to visit your farmor ranch. For more tips on sharing your story, read the featurearticle on page 26.

5. Know Your Numbers

Retailers are well versed in their department financials. Mostoften they can explain exactly why they price their productsat specific price points and how much income they needto run their departments, meet their sales margin, and meetlabor goals. Some growers, however, cannot tell what it takesto run the farm. This puts the grower at a d isadvantage in any

financial negotiation.

6. Be Willing to Adapt

Perhaps you grow slicing tomatoes, but the store alretwo slicing tomato growers. Don’t let the conversatiothere. Ask if they have an heirloom grower, a roma gor a small economy tomato grower. They may have green chard grower, but what about gold or rainbowcreative and be flexible; once you’re an established sother opportunities may abound.

7. Be Reliable and Show Them That You C

Reliability is a key aspect of maintaining a positive rship with retailers. Be on time to meetings, fulfill reqorders, and communicate any issues or concerns yodirectly with your lead contact. Show an interest in tretailer’s business – ask how sales are going, what kiof goals they have, and learn their mission. Express y

gratitude and give compliments both directly and suLike the farming world, retail operations are complemultifaceted. With the right tools, knowledge, and ayou can build relationships that will last a lifetime.

ow to Sell to Retail How to Sell to Retail

he 2009 CIRS study “Breaking Down Market Barriersr Small and Mid-sized Organic Growers,” prepared

y Alida Cantor and Ron Strochlic, found that 66%farmers surveyed said that locating and accessingarkets is a challenge in their operations.

Tip: Most managers and buyers are busy in the morning(with stocking, inventory, etc.) so you are less likelyto have their full attention. Call in the afternoon tointroduce yourself and set up your meeting.

An average well-run produce department spends 65% ofevery dollar on COGS (cost of goods), which leaves 35%to pay its bills. 10% of that goes to labor and 25% goesto contribution margin (utilities, rent, administration,fixtures, marketing, etc). After all is said and done, anaverage natural foods store produce department makesabout .3 to .5% in profit per dollar to invest back into thestore.

About the Author:

Mark Mulcahy is anaward winning retaiconsultant, educatorand organic advocatHe is a member ofCDS ConsultingCo-op, which providproduce consulting educational servicesCo-ops, independenretailers and growerworldwide. Mulcahyco-host of “An OrgaConversation,” a natradio show that airs

Saturday morning on Green 960 AM in San Franc

CA. Contact Mulcahy by phone at (707) 495-216email [email protected].

Have organic expertise that would be helpful to CCOmembers? Email your article ideas and comments [email protected]


13/23


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coming in close behind the homepage and coupons.

Organic Valley used another online tool to engage customerswhen they joined Facebook in 2008. Their page now hasover 46,000 fans who receive updates and posts by OrganicValley on their “news feed,” a real-time stream of news thatappears on users’ homepages. Organic Valley’s Facebookfans are able to comment on their posts as well as uploadtheir own photographs to the page. Many recent commentsare stories of customer appreciation for a specific product.Greg Brickl, Interactive Marketing Manager at OrganicValley, notes that the cooperative uses social media not

just to promote products or partnerships, but also to shareinformation, farmer-owner profiles, and news circulatingin the organic industry. Organic Valley has recently usedFacebook to promote a weekly giveaway. Entrants must visitthe Organic Valley website to enter. This method of callingout content that is featured on the Organic Valley websiteserves as a marketing tool to generate customer interest andloyalty while building on a large community of consumersinterested in organic food.

While sharing their story online has been a success, OrganicValley must occasionally deal with negative feedback fromconsumers on their Facebook and Twitter pages. Bricklresponds to customer concerns and comments on Facebookwithout removing them from the page or restricting theability to post. “Social media is an excellent tool to allow bi-directional communication between us and the consumer,”he states. “We have to be ready for the fact that our decisionswon’t always be in line with the consumer, but we welcomethe discourse.” The authenticity of organic food andtransparency of production methods has been key in creatinga community that promotes direct consumer engagementwith organic businesses. Brickl believes that this transparencyhas allowed for a more simple approach to telling their story:“The approach comes easily because of the authenticity ofthe brand.”

The Ocean Mist Farms Story: For the Love of

Artichokes!

Since 1924, Ocean Mist Farms has madetheir name producing their signature crop,

artichokes, in Castroville, C alifornia. Thoughthe business has expanded and taken on theproduction of other vegetables, Ocean Mistremains a family-owned company of third-and fourth-generation growers. As technology has grownto be a key aspect of communicating and forming lastingrelationships with consumers, Ocean Mist has created anincredible website bursting with information about growing,harvesting, preparing, and eating artichokes. The Ocean Mist

website is the largest collection of pages dedicated tartichokes online, and they couldn’t be more proud!

Ocean Mist also employs a number o f other tools totheir love for artichokes with consumers. The ArtichoAficionados Club began in 2008 and now boasts ovemembers who are able to access the Artichoke Aficio

webpage to post recipes, view videos, and read articabout artichokes. Best of all, the Artichoke Aficionadnewsletter, distributed monthly, offers a sweepstakesmembers to win a case of artichokes delivered straigtheir door. Members read and answer an artichoke-rtrivia question, a marketing method that inspires memto learn more about artichoke production in order toWinning the case of artichokes generates Ocean Misloyalty unrivaled in the market.

Ocean Mist recently launched an “Artichokes from OMist Farms” Facebook page that allows artichoke fanand consumers to congregate online. They also creatan artichoke-focused Twitter account, which encourafollowers to connect with each other, share recipes, questions. These social media tools, as well as the ArAficionados Club, have “created a vehicle to connecand communicate directly while promoting artichokto a unique target market,” states Kori Tuggle, DirectMarketing & Business Development at Ocean Mist F“We focus only on one consumer audience and onecommodity. It helps us narrow down our content andto one subject – one story: everything artichokes.”

ories have been passed down from generation togeneration through songs, recipes, anecdotes, beliefs, andons. They are educational and entertaining, bridging thebetween the past and the present. As time has passedtechnology has developed, storytelling has expanded

each larger groups of people through different meansommunication. Farmers are no longer restricted toing their story on the farm or at the farmers’ market.ording and sharing stories is easier than ever before andnic farmers and producers have a unique opportunity

onnect with customers and consumers everywhere. Younow share your story from the seat of your tractor withmmunity of organic consumers who have never steppedon your field.

ies travel and grow through interactive websites;gs; newsletters and email lists; and a variety of socialworking sites including Facebook, Twitter, and YouTube.se storytelling mediums have changed the way farmersproducers communicate with their target audience,

organic consumer. The relationships and communitiesmed through these tools generate brand loyalty while

ading the missions and goals of both producers andsumers. Storytelling through social media increasesket visibility and is a less costly alternative to newketing campaigns. Social media tools and other creativeroaches allow farmers and producers to promoteducts and streamline communication while remainingrmed and involved in the industry.

The Organic Valley Story: Your NeighborhoodFarmer

In January of 1988, George Seimon,current Organic Valley CEO,

met with a group of SouthwesternWisconsin farmers to discuss sustainable

agriculture and the disappearance offamily farmers. At that meeting the Coulee Region OrganicProduce Pool (CROPP) was formed. Dedicated to organicagriculture and the preservation of disappearing farmingcommunities, CROPP, which now stands for CooperativeRegions of Organic Produce Pools, is a collective of over1,600 farmer-owners in 33 states and four Canadianprovinces. Marketed under the brand name Organic Valley,the CROPP cooperative is able to keep a large number offamily farmers in business while fulfilling their vision forsustainable agriculture.

Organic Valley has made an enormous effort to connecttheir customers across the nation to the farmer-owners and

families who produce the food they eat. The “Who’s YourFarmer?” campaign featured on Organic Valley’s website,launched in September 2010, serves as a functional andinformative listing o f Organic Valley’s farmer-owners. Visitorsenter their zip code to read about the Organic Valley farmer-owners growing food in their area. Each listing features aphotograph of the family or farm and a short, descriptiveprofile. This campaign connects Organic Valley customerswith organic farmers in their region, putting a human face tothe Organic Valley brand and helping customers feel moreconnected to the products they purchase and the people whocreate them. The “Who’s Your Farmer?” page is now the thirdmost frequently visited page on the Organic Valley website,

Sharing Your Story

“Social media is an excellent tool toallow bi-directional communication

between us and the consumer”

Photos, left to right, courtesy of Organic Valley, Happy Girl Kitchen Co., Ocean Mist Farms, Organic Valley. Ocean Mist’s signature crop. Photo courtesy of Ocean Mist Farms

of the faces of Organic Valley. Photo courtesy of Organic Valley.

By Elizabeth Barba


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Ready to Share Your Story?

There are many tools available to growers and producerslooking to share their story. Tuggle advises social media

newcomers to “Jump in!” Let these examples inspire yourown storytelling. “The ultimate goal or return for gettingengaged in social media is that once fans find you, they willpromote your story for you,” Tuggle adds. Most social mediasites are free of cost, making Facebook and Twitter usefulmarketing tools for smaller producers on a b udget. Facebookpages allow consumers to engage with businesses o n a per-sonal level by giving them the power to contribute throughcomments and postings. Many CCOF clients and members,ranging from small family-owned farms to larger businesses,have Facebook pages. For inspiration or examples, visit theseFacebook pages: McEvoy Ranch, Guayaki Yerba Mate, DirtyGirl Produce, Earthbound Farm, Lundberg Family Farms, andStraus Family Creamery.

While email newsletters and marketing campaigns have beencrucial in communicating with customers, social media toolslike Facebook and Twitter guarantee that information will bereceived by the consumer. Brickl notes that the readership ofthe Organic Valley newsletters has decreased as consumershave begun accessing information and updates throughsocial media. Consumer engagement is key to a marketingcampaign’s success; Brickl has adjusted Organic Valley’sapproach to enable customers to continue to comment andengage with the cooperative through other mediums. Mostimportantly, Brickl notes, it is necessary that producers adaptto the constantly changing realm of communication in orderto stay connected with customers.

The “Know a California Farmer” campaign, initiated bythe California Agricultural Communications Commission(CACC), is a wonderful resource for California growers andproducers looking to share their story. Featuring videos,photographs, and blog entries by farmers, the “Know aCalifornia Farmer” website helps producers statewide findtheir voice. CCOF client Lundberg Family Farms has posted

a number of photo albums, including a “Meet the LundbergRice Farming Family” album for consumers to put a face totheir brand. The CACC “Communications Toolbox” featureprovides reference materials developed for growers enteringthe realm of social media. The toolbox offers walk-throughguides to sites such as Facebook, Twitter, and YouTube, andincludes a number of articles on how social media is beingused for public relations by businesses.

The National Sustainable Agriculture Coalition has createdan initiative to assist farmers and producers in managingmedia and public relations. Farm and Agriculture Resourcesfor Media (FARM), is designed to support producers by

providing media training and resources to build busiand visibility while spreading the sustainable agricumovement. Their “Media & Public Relations Tool KitFarmers” includes tutorials on generating press covewriting press releases, and creating media kits; whilemedia training webinar, “Share Your Farm Story: TooTactics to Market Your Business and Connect with Mfocuses on identifying and executing media goals. Ttools are free to use and recommended for producerto increase their visibility in the organic market.

Lastly, and most importantly, be creative! Do not takone-size-fits-all approach to telling your story. Distinyourself by finding your unique story and use these tto help you find the best way to share it. Innovative like the Ocean Mist Artichoke Aficionados Club propgrowers and producers in the marketplace while allothem to connect with their most loyal customers. OrValley surprises customers with freebies at their locamarket to reward them for shopping organic and to gbrand loyalty. Happy Girl’s Food Preservationists arethan acquaintances with shared hobbies; they are no

advocates and committed clients. Begin to tell your sanyone who will listen. Integrate new media, creativenthusiasm and you will begin to see that others areand sharing your story for you.

pproaching storytelling both online and in a realldsetting, Ocean Mist is able to engage their targetence while rewarding their participation with a case of

chokes. Successful storytelling is less about being presentl forms of social media and more focused on taking ative approach. Ocean Mist makes a direct connectioneir consumers through the artichoke giveaway, but it is

members of the Artichoke Aficionados Club that havee together to share artichoke recipes and stories through

website, Facebook page, and artichoke Twitter stream.brand loyalty extends beyond the computer and into

marketplace where dedicated aficionados will seek outan Mist’s signature crop.

e Happy Girl Kitchen Story: Sharing Time-nored Traditions

odd and Jordan Champagne fell in love with foodpreservation in 1999 while spending the summer onm in Norway. After using excess produce to createles and preserves of all varieties, they returned to the to pursue their passion. Fearless Pickles, their first

of pickled vegetables, grew into Happy Girl Kitchenhey expanded their preserved offerings beyond pickles.couple has built their small business by forming deeplyonal relationships with local organic farmers who work them to secure large amounts of produce for picklingpreserving.

nterest in home food preservation grew, Happy Girlbegan teaching workshops in various locations

throughout the San Francisco Bay Area.Along with these classes came a d emandfor reasonably priced, large quantities oforganic produce. Todd and Jordan wereable to meet these requests by forming

the Happy Girl Food Preservationists, anonline community for customers interested in

erving the harvest at home. Their weekly newsletter,ch details the happenings at Happy Girl and lists the bulkduce offerings for the week, has over 1,000 membersuding preservers from across the nation. Preservationists

can order bulk produce for pickup at the homes of othermembers through an online store on the Happy Girl website,which is also home to the Happy Girl Kitchen Co. onlinestore and blog. This online presence allows Todd and Jordanto reach customers and home food preservers everywhere.

Although they once relied mainly on word of mouth atfarmers’ markets, the Happy Girl story has spread far andwide, including a recent feature on the New York Times website. From this success, they are now able to share theirstory in a space of their own. In October 2010, Happy GirlKitchen opened their café doors in Pacific Grove, CA. Thislocation serves as a hub for food preservationists across thecentral coast who are able to see the production kitchen inaction, take workshops, sample and buy Happy Girl goodies,and congregate twice a year for celebrations. Their grandopening party featured a recipe exchange with over 200attendees sampling items and sharing stories and recipeswith each other. To publicize their café and events, HappyGirl has turned to social media. Their Facebook page hasover 1,500 fans who are able to ask questions and sharetheir preservation stories and photos with a community of

preserving enthusiasts. Jordan answers many of the questionsherself, but hopes that the page will take on an interactiveaspect of its own as fans b egin to connect with each other.

The Happy Girl website, blog, and Facebook page p ropelHappy Girl’s story into the online organic community whiletheir storefront exists to connect to consumers and passionatefood preservationists in a real world setting. This uniqueapproach to building community has been a success forHappy Girl. As Todd and Jordan discovered food traditions ofthe past, they have aided in growing and supporting the nextgeneration of home food preservers.

Resources to Help You Share Your Sto

Facebook - www.facebook.com. Make a profile page forbusiness to connect with over 500 million users worldwiPromote your brand through posts, updates, and direct liyour website.

Local Harvest – www.localharvest.org. Local Harvest aggregates information on farmers’ markets, retailers, CSAs,farms to provide buyers and consumers with options for food purchasing. Build your customer base and be part olocal foods community.

Know A California Farmer – www.knowacaliforniafarmcom. Create a profile of your farm using photographs, vidand blogs. The communications toolbox includes detaileuseful guides for social media tools.

National Sustainable Agriculture Coalition - www.sustableagriculture.net. Visit the “Take Action” tab to access FARM toolkit for producers.

Twitter - www.twitter.com. Post pictures, thoughts, and vin real time. Use search tags to make it easy for readers tyou. Enter #AgChat for examples of targeted posts.

CCOF Blog Roll – www.ccof.org/memberblogs.php. Do share your story online? CCOF maintains a list of clients members who actively blog. To share your blog with CCOplease email [email protected] with a link.

YouTube - www.youtube.com. Post videos of planting, hand events. For inspiration, view videos by CCOF clientsBelly Farm, Lundberg Family Farms, Earthbound Farm, OMist Farms, Organic Valley, and Straus Family Creamery.

“The ultimate goal or return for gettingengaged in social media is that once fans

find you, they will promote your storyfor you”

Recipe exchange at Happy Girl’s grand opening party.Photo courtesy of Happy Girl Kitchen.

py Girl Food Preservationists await fellow members foruce pick-up. Photo courtesy of Happy Girl Kitchen.


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elling at Farmers’ Markets

July of 1934, a small group of growers first trucked theiroduce to an empty lot in Los Angeles with the hopes ofging produce directly to their consumers. Years later,farmers’ market industry continues to gain momentum,

with over 6,100 farmers’markets nationwide andgrowing. As consumersbecome more aware ofhow their food choicesaffect their bodies and theenvironment, they increas-ingly seek food sourcesthat improve their healthand decrease their carbonfootprints. Today, farmers’markets make a ma

ccof mag winter 2011

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