Project: Green Industry

U.S. organic sales up 17 percent

U.S. sales of organic products, both food and non-food, reached $24.6 billion by the end of 2008. This was an increase of 17.1 percent over 2007 sales, reports the Organic Trade Association, which conducted its 2009 Organic Industry Survey. The survey measured the growth of U.S. sales of organic foods and beverages as well as non-food categories such as organic fibers, personal care products and pet foods during 2008.

The survey found that organic food sales grew in 2008 by 15.8 percent to reach $22.9 billion, while organic non-food sales grew by 39.4 percent to reach $1.6 billion. Organic food sales now account for approximately 3.5 percent of all food product sales in the United States. The association indicated that even though the overall economy has been losing ground, sales of organic products reflect very strong growth during 2008.

The association said that during these tough economic times, consumers have used various strategies in continuing to buy organic products. Because most venues now offer organic products, consumers have the opportunity to compare prices and shop around. The association said the increased use of coupons, the proliferation of private label brands, and value-positioned products offered by major organic brands have all contributed to increased sales.

--Dave

‘People’s Garden’ will promote organic standards

The ‘People’s Garden’ that has taken root on the National Mall in Washington, D.C., will be used to increase awareness of organic production methods, according to a report in the trade publication Government Executive.

When a reporter asked Deputy Agriculture Secretary Kathleen Merrigan if she was using the garden to promote organic over conventional agriculture, she avoided a direct answer, saying the garden would promote USDA's organic standards, which most people do not understand. The garden will be USDA-organic certified after the three-year waiting period that USDA requires to ensure all fertilizer and pesticides are gone.

-- Sarah

‘People’s Garden’ takes root on the National Mall

The U.S. Department of Agriculture celebrated Earth Day yesterday by breaking ground on a 6-acre organic garden situated on the National Mall.

USDA plans to turn grass, ornamental trees and flowers into a “People's Garden” to demonstrate conservation and growing techniques, The New York Times reported. There will be a 1,300-square-foot vegetable plot, pollinator gardens, mini-wetlands, green roofs and demonstrations of planting techniques that can reduce stormwater runoff.

-- Sarah

Making a case for organic farming

In February at a symposium during the annual meeting of the American Association for the Advancement of Science, a panel of scientists discussed the impact of organic farming on soil quality and the nutritional content of food. The “Living Soil, Food Quality and the Future of Food” symposium was organized and sponsored by Washington State University and the Organic Center, based in Boulder, Colo. The symposium speakers talked about the relationships and synergies between soil biological processes and plant metabolism and the impact these processes have had on human nutrition and health.

Numerous research studies have been conducted during the last 10 years comparing the impact of organic and conventional production systems on soil and food quality. Based on the data collected from this research, the Organic Center summarized some of the results.

• Organically-grown tomatoes have significantly higher levels of soluble solids and secondary plant metabolites, including flavonoids, lycopene and vitamin C. Most of these metabolites are antioxidants.

• Organically-grown spinach contains significantly higher levels of flavonoids and vitamin C and lower levels of nitrates. Nitrates in food are considered detrimental to human health as they can form carcinogenic compounds.

• Organic soil fertility methods improve gene expression patterns in ways that lead to more efficient assimilation of nitrogen and carbon in tomatoes.

-- Dave

San Francisco’s city hall lawn gets organic makeover

An edible, organic garden has sprouted in place of the lawn at San Francisco’s city hall, The Wall Street Journal reported in its “Developments” blog. The garden is a project by Slow Food, a non-profit group committed to reacquainting people with the food they eat and to consuming food grown locally.

-- Sarah

Are organics running out of gas?

In the May 12 Newsweek, “Natural Response,” looks at the effect higher food prices are having on the sale of organic products. Consumers are finding that the same factors affecting the cost of regular food items are having the same impact on organic foods. Shoppers told Newsweek that with gas approaching $4 a gallon, $7 for a gallon of organic milk and $6 for a pint of organic strawberries just doesn’t look as appetizing.

The Organic Trade Association reports that U.S. organic food sales have grown 17%-21% annually since 1997. That compares to 2%-4% for total U.S. food sales during the same time period. The association reports organics account for 2% of food sales.

Newsweek reports that reluctance on the part of consumers to pay higher prices for organic foods is causing some farmers to rethink which crops to grow and what production methods to use. The rising prices for corn, rice, wheat and soybeans are causing some growers to think conventional production methods aren’t so bad. Organic farmers in the Northeast, reports Newsweek, have decided to grow some crops conventionally to cash in on these commodity items.

The Hartman Group, a market research company, reports the rising interest and sales in organics may be reaching their peak. The company, which will be releasing its The Many Faces of Organic 2008 report this summer, is finding that consumers are more concerned with products that are “fresh” when making food choices.

If consumers are reluctant to pay higher prices for organic food, what impact will this have on the sales of organic flowers? The Hartman Group indicates that “fresh” is the current buzzword that is on the minds of consumers and that the word “organic” is becoming more symbolic in nature.

-- Dave

Organic media offer choices

Many organic media can be formulated from the host of organic-approved materials and additives available, reports Doug Cox, associate professor of floriculture at University of Massachusetts.

He said a good starting point is to follow a proven recipe and then make your own modifications later. ATTRA--National Sustainable Ag Info Service publication “Potting Mixes for Certified Organic Production” lists 30 growing media recipes.

If you’d prefer to buy a commercial organic medium, Cox said several manufacturers, including Sun Gro Horticulture, Premier and Fafard, offer organic versions of soilless mixes. Many are OMRI-approved.

-- David

My green Valentine

Gerald Prolman -- who as CEO of Organic Style Ltd., helped build what has become the multibillion-dollar organic produce sector -- has now set his sights on steering the entire floral industry toward stringent ecological standards. No small vision for a guy who, just a few years ago, barely knew a gardenia from a gerbera.

Prolman is widely considered the pioneer of what has turned into a market sector worth hundreds of millions of dollars. Organically grown flowers are one of the fastest-growing segments of the organic market. In 2008, Organic Style expects to ship more than 20 million stems of organic and eco-certified roses, with an additional $100 million dollars worth of sustainably grown flowers in the pipeline.

“By 2015, you won’t be able to purchase a non-certified sustainable flower in the United States,” Prolman predicts. “Public consciousness about environmental issues is at an all-time high, and never before has there been such a powerful alignment between the growers, marketers and consumers.”

Prolman has been busy, busy. A tireless and often sleep-deprived entrepreneur, he has initiated multiple projects that have put “green” flowers on the map, including: conceiving the need for and initiating Veriflora, a sustainable certification that boasts more than 45 farmers and expects to certify more than 1 billion stems in 2008; hosting an international floral symposium in conjunction with the United Nations Environment Programme’s World Environment Day; producing a musical tribute to the environment by gospel singers; creating the first eco-luxury online retailer; and, just this month, relaunching Organic Style magazine, which his company purchased from Rodale Publishing last year.

-- Kevin

Adrift in an organic world

Tish Llaneza, owner of Countryside Gardens in Hampton, Va., is one of many retailers attempting to navigate the sustainability rapids. Today she offers some insight on the challenges she faces in selecting products and educating consumers.

Here are my thoughts on organics as a garden center owner: We can lead or follow.

I live on a peninsula and many who people live near the water are seeing beach closings and fish dying in ponds. Although some customers will settle for products labeled as Earth friendly, I believe true organics will rule for a sizable segment of the population in a few years.

We researched the difference between “organic,” “Earth friendly,” “natural” and “environmentally friendly.” Organic product licensing is still pending in Virginia, so true organic products are not easily defined. The plan was to read labels, compare ingredients, test each one and come up with the best of the best for my customers.

An avalanche of new products
When I decided to really take on organics, I didn’t think I would end up with nine organic deer and rabbit lines and 15 pesticides to test. I attended four major horticultural shows this season and got information and samples from many green companies.

So many new companies are on the market that we have a lot of product to test. It would be great if people with no hands in the kitty could test these products for us, and if several groups did this around the nation it would be even better.

We have tested a variety already, and we think we may end up with the product we had originally, which is Espoma. As our research continues there will be a few product additions.

Espoma is an established company with decades of experience and testing. I wrongly assumed that older companies wouldn’t be up with the latest. To my surprise they were on top of things.

I am disappointed with some of the new kids on the block. Here is an example.
Many of the organic animal deterrents are products we already have on our shelves, such as dried blood and sulphur. I’m left with a moral issue -- do I charge $24.99 for one particular brand or $5.99 for 5 pounds of dried blood from Espoma?

On the box of the more expensive brand, it says in small print, “proven effective on dormant plants.”

Dormant plants don’t have flowers or sometimes even leaves. Does that mean the product won’t work when plants aren’t dormant, which is when the deer, rabbit, etc., do the most damage?

It may be a bad business decision, but after a discussion with my employees, we will not carry the repellents that are already on the shelf for another use.

The more expensive brand, by the way, listed us as a distributor after they sent me a sample. It is listed as a top pick by the National Home and Garden Club. I bring this to your attention because I think it is really important to understand what is in the box or bag we are selling.

National Mall gets an organic makeover

SafeLawns.org recently completed a 2-week lawn renovation project on a portion of the National Mall in Washington, D.C. The group plowed up an existing section of the lawn, added compost and other natural soil amendments and fertilizers then reseeded the area.

SafeLawns.org representatives will continue an organic maintenance program on the area for the next 2 years. The National Park Service and U.S. EPA were partners in the project. The groups will evaluate the newly renovated section and 2 other plots: One maintained conventionally by the National Park Service and another that has received standard organic treatment.

(Pictured: SafeLawns.org founder Paul Tukey gets started on the organic renovation project.)

-- Sarah

SafeLawns.org recently completed a 2-week lawn renovation project on a portion of the National Mall in Washington, D.C. The group plowed up an existing section of the lawn, added compost and other natural soil amendments and fertilizers then reseeded the area.

SafeLawns.org representatives will continue an organic maintenance program on the area for the next 2 years. The National Park Service and U.S. EPA were partners in the project. The groups will evaluate the newly renovated section and 2 other plots: One maintained conventionally by the National Park Service and another that has received standard organic treatment.

(Pictured: SafeLawns.org founder Paul Tukey gets started on the organic renovation project.)

-- Sarah