Second Wave Organic

I had a fascinating conversation yesterday with Mark McAfee, founder of Organic Pastures Dairy Co., an organic raw milk dairy farm in Fresno, CA. Among the many topics we discussed was what McAfee calls the “second wave” of the organic food movement.

As you’re probably aware, many large, commercial grocery chains, like Wal-Mart and Safeway, now offer organic products. But just how organic are they? These products may be technically organic, meaning they are produced without the use of herbicides, pesticides or genetically modified seeds in the case of produce, and without hormones or antibiotics and with the use of proper feed, in the case of meat and dairy products. But that doesn’t necessarily mean that they are produced in keeping with the original ethos of the organic movement. For example, Wal-Mart’s organic dairy products could come from cows that are fed properly and are not subjected to hormones or antibiotics, but still spend their lives in cramped, unnatural feed lots. The fact that a product is USDA certified organic doesn’t necessarily mean that the product was produced in a way that’s environmentally responsible or kind to the animals.

This is a reality I have personally struggled with. How should the organic movement react to the increasing participation of commercial grocery chains? On one hand, if these large chains take over the movement, then the organic certification could become nothing more than a marketing gimmick. On the other hand, it might be necessary for such chains to offer organic products if the movement hopes to become more mainstream and if organic products are to become more widely available. After all, even Wal-Mart’s organic products are healthier than their non-organic counterparts.

Yesterday, McAfee presented a solution. In his mind, there is a place both for locally and ethically produced organic foods and organic products offered by large, commercial chains. The key, he says, is to distinguish between the two. In Europe, he explained to me, organic foods are labeled as “local organic” or “commercial organic.” This is a brilliant idea. It allows for the presence of organic products at large, commercial stores while also ensuring that customers know that not all organic products are alike.

And this brings me back to the “second wave” of the organic food movement. McAfee explained that over the last decade, organic food has become increasingly popular, but now, customers are interested not only in whether a product is organic, but also whether it was produced using sustainable practices. If this is the case, then labeling organic foods as “local” and “commercial” could support those interested in ethically produced products by providing them with valuable information so they can shop consciously. It would also defuse some of the tension created by concern over the sustainability of the practices employed in producing organic products sold at commercial grocery chains. The practice of labeling is, therefore, beneficial for all concerned.

Read more: Diet & Nutrition, Do Good, Food, Health, local, organic

Disclaimer: The views expressed above are solely those of the author and may not reflect those of
Care2, Inc., its employees or advertisers.

Charli S.

10:37AM PDT on Apr 3, 2012

Great article. for those interested in the eco-agriculture movement there is a great website for a magazine I buy regularly : http://www.acresusa.com/magazines/magazine.htm

send a green star

KS G.

4:09AM PST on Nov 10, 2011

Thanks for the article.

Jo A.

2:03AM PDT on Sep 18, 2011

Glad to know that more are getting into organic gardening and local groceries. Hooray
for local farmers and their supporters!

Patty B.

11:37AM PDT on Sep 14, 2011

Good points.I would be willing to pay more for products produced in the most humane way (free range vs. feedlot).

Janet I.

3:07PM PDT on Sep 8, 2011

I am encouraged that labels are being read and considered.

Past Member .

8:18PM PDT on Sep 6, 2011

When I see organic labels at larger stores, I look for additional information. Some companies are proud of their eco/animal friendly methods and have that info placed on their packaging. So those are the ones I usually get.

Monica D.

8:06PM PDT on Sep 6, 2011

I do not think that such an ethical label, denoting well treated animals, should be based on whether a supplier is small or large. It is the treatment of the animals that matters, I think.

8:04PM PDT on Sep 6, 2011

It seems to me that the organic label is meaningful, whether used by a small or large supplier. It does seem that a separate ethical label may be required for products produced from animals that are well treated.

Alicia N.

4:26PM PDT on Sep 6, 2011

noted..... thank you

Cindy L.

1:42PM PDT on Sep 6, 2011

As you said...."Brilliant" - then we'd know what we're getting, which is very important in the next step forward. In the general health of the planet, I'd rather see the corporate organics than not certainly and if the push continues, they too will eventually be forced to humane standards as well. Fifteen yeats ago no one would have believed they even be producing organic so....