Organic Connection: Organic and local produce can often be confusing
Organic Connection: Organic and local produce can often be confusing
Are shoppers confused about organically grown and locally grown produce?
Research suggests that as many as 25 percent of shoppers think that all locally grown produce is associated with organic. As many as 17 percent of consumers assert that produce labeled organic was grown locally. This is an indication that we need to really educate shoppers in ads, signage and in-store communication.
One consumer group that finds farmers’ markets especially to their liking is the organically grown customer. Many of those shoppers feel the local produce is always organically grown. Of course, that is not necessarily true.
Similarly, some consumers mistakenly believe that local produce is organic or that all organic produce is grown locally.
So what does local mean? The USDA defines local food as the direct or intermediated marketing of food to consumers that is produced and distributed in a limited geographic area. The USDA says that more than 85 percent of vendors at farmers markets come from within 50 miles of their location. Markets often permit growers only from a certain geographical radius and can be strict about people selling only what they’ve produced.
We asked Vince Mastromauro, a highly skilled produce director for Sunset Foods in Highland Park, IL, key questions regarding any confusion between organic and local produce.
“I think at first there was some confusion that locally grown is the new organic,” said Mastromauro. “However, as we promote locally grown, we do so in season through our ads and signage. Our customers have become accustomed to what’s next in terms of items and seasonality.”
So, how do you handle both organic and locally grown produce at the same time without confusing your customers?
“I actually have both in season when we are pushing locally grown,” he said. “We have a much larger selection of locally grown, but we do promote local organic with a local organic farmer who sells us fresh packaged herbs year-round and organic kale, Swiss chard, tomatoes and parsley. We post signs in our departments to clearly state which is organic and which is locally grown.”
Overall, buying organic or locally grown food can have some environmental, social and health advantages. Organic is primarily associated with minor nutrient benefits and environmental sustainability. Whereas buying local can be more sustainable, foster a sense of community and help support local economies. Buying these products can be a good option for those who desire fresher products and want to support local businesses.
Supermarket chains have embraced locally grown produce and have established it as a way to express its freshness program. They have taken some of the smaller type farms into their retail operations and supported the local farmers in weekly ads. This sends a positive message that consumers can purchase farm fresh produce in their local stores on a daily basis when in season.
There can be confusion around the difference between locally grown and organically grown produce. The differences between these products are important to understand, as both have unique benefits.
Local and organic are different terms that describe fresh produce. Local produce comes from nearby regions to support local communities. Organic produce is grown using specific farming practices that prioritize environmental sustainability and exclude certain synthetic substances. To be certified organic by the USDA, farmers must follow organic standards annually.
Rather than be confused whether local produce is certified organic or not, it’s always a good idea to ask the farmer directly to assure product falls within the guideline rules.
Ron Pelger is a produce industry adviser and industry writer. He can be contacted at 775/843-2394 or by e-mail at [email protected].
