The Organic Trade Association has announced plans to move forward with a voluntary industry-invested organic research, promotion and education check-off program that will be collaboratively designed and implemented by organic stakeholders across the diverse organic supply chain.
“The Organic Trade Association recognizes great demand for coordinated organic research and promotion, and the organic sector is ready to work together on innovative solutions that will have key benefits for organic,” said Laura Batcha, CEO and Executive Director for the Organic Trade Association.
“In today’s political environment, organic companies and stakeholders are increasingly seeking private sector solutions, and the trade association is taking the lead in supporting these efforts,” said Batcha. “There is a critical need to educate consumers about organic, for more technical assistance to help more farmers transition to organic, and to loudly promote the organic brand. Responding to that need, we are launching a two-track effort to develop a voluntary governance approach and to also advance initiatives that will deliver immediate big wins for the organic sector.”
The trade association has formed a steering committee to coordinate and lead the efforts. The committee is charged with addressing the governance questions around a voluntary program to maximize good participation and decision making, and also to bring together right now multi-pronged private efforts to foster coordinated organic research and promotion.
“These big ideas all live under the banner of GRO— shorthand for Generate Results and Opportunity for Organic,” said Batcha. “Everyone in our organic industry has a stake in eliminating consumer confusion, growing the market, and building the organic brand, so we’ll work collectively to ensure the future of organic.”
Already collaborative programs are being developed and funded. The Organic Trade Association is joining forces with Organic Voices and the group’s “It’s Not Complicated” campaign to fund a nationwide message drive to reduce the confusion about organic. The goal for the campaign is to raise a minimum of $1 million for each of the next two years.
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Other projects getting underway will:
Conduct in-depth consumer research on the most effective ways to reinforce the organic brand;
Advance a portfolio of research to fill in gaps for organic farmers and show the beneficial impacts of organic on environmental and human health;
Provide the necessary funding for more organic extension agents across the country.
The Organic Trade Association submitted an application to the U.S. Department of Agriculture (USDA) in May 2015 to consider implementing an organic check-off program. USDA in January 2017 officially proposed a nationwide organic check-off program, opening the process for public comments. Last May, USDA abruptly terminated the rulemaking process despite comments in support of the program from more than 12,000 individuals and businesses, including thousands of organic farmers, ranchers and business stakeholders.
“The organic community is committed to enabling a sound, resilient and sustainable future, and we look forward to everyone’s participation and influence,” said Batcha. “We want to make sure – through our collective efforts — that organic flourishes and grows for many years to come.”