The largest trade association for organic farmers, marketers and processors wants growers to help pay for promotional campaigns, using a decades-old funding model that paid for iconic ads like “Got Milk?” and “Beef: It’s What’s For Dinner.” But deciding how to spread the organic message is dividing the sector into factions.
It could be another milestone in organic food's evolution from crunchy to commercial: Wal-Mart, the king of mass retailing, is promising to "drive down organic food prices" with a new line of organic food products. The new products will be at least 25 percent cheaper than organic food that's on Wal-Mart's shelves right now.
It's easy to think of "organic" and "non-GMO" as the best buddies of food. They sit comfortably beside each other in the same grocery stores — most prominently, in Whole Foods Market. Culturally, they also seem to occupy the same space. Both reject aspects of mainstream industrial agriculture.
In fact, the increasingly successful movement to eliminate genetically modified crops — GMOs — from food is turning out to be organic's false friend. The non-GMO label has become a cheaper alternative to organic.
The other morning, I found myself staring at something strange and unfamiliar: empty grocery shelves with the word "eggs" above them. The store, a Whole Foods Market in Washington, D.C., blamed, in another sign, the dearth on "increased demand for organic eggs."
This scene is unfolding in grocery stores across the country. But Whole Foods' sign wasn't telling the whole truth. Demand for organic eggs is indeed increasing, but production is also down.
The reason behind that shortfall highlights an increasingly acute problem in the organic industry.