Organics in Transition:
Plan eases move from conventional

This article appeared as an editorial in "The Packer," October 4, 1999.

Three years can be a long time.

That's how long fields must be farmed with organic growing methods before they typically can be certified 'organic' and use the organic name in their marketing. That requirement is important in maintaining the value of organic produce. But what becomes of that product, produced with all the time, care, and cost of organic farming but without the ability to command a premium price at the market?

Traditionally, growers have marketed such transitional product through normal distribution channels, frequently losing yield and money along the way. Recently, Albert's Organics Inc., Bridgeport, New Jersey, and Mothers & Others for a Livable Planet (a non-profit organization that provides marketing support for produce grown using integrated pest-management methods) teamed up to create Transitional Organic, a marketing plan for produce caught in the middle.

Organic industry leaders are worried about the lack of definition of the term [transitional organic] in the industry and the possibility that the public will be confused by the term.

Let's give consumers some credit. If a product is clearly labeled, and supporting materials explain what makes the product different from organic and conventionally grown produce, consumers can make an informed decision on whether this is worth the price. If consumers don't see value in transitional products, they won't pay the extra cost. No harm done. In the same way retailers see value in eco-labels, they may see value in 'transitional product'. Eco-labels market the use of sustainable-agriculture practices that reduce pesticide use and promote social responsibility while reserving the right to use a minimal amount of chemicals when necessary. If the industry and the U. S. Department of Agriculture are worried about the term's lack of a definition, it's time to create one. It's not a good time to shut down a marketing opportunity that could reduce the cost of converting to organic production.