THE TRUTH BEHIND THE LABEL - Mediaplanet

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think before you eat every bite you take is a choice

on the farm inside the life of an organic family November 2010

organiC LiVing

3 THE TRUTH

photo: coUrtesY oF hBo

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BEHIND THE LABEL emmanuelle Chriqui explains why she leads an organic lifestyle

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Photo: GreiG Cranna, Courtesy of earthbound farm

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INVeSt IN YOuR health

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emmanuelle Chriqui Film and television star, most recently seen on Hbo’s “entourage.”

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Buying organic products is an investment in our personal health as well as in the well-being of our water supplies, our farmers, and our planet.

ven though organic products are prevalent in many venues and represent one of the fastest growing sectors, you may not understand what “organic” really means. Here’s the scoop. Organic refers to the way agricultural products are grown and processed. It includes a system of production, processing, distribution and handling to maintain the organic integrity that begins on the farm. Governed by strict government standards, organic requires that products bearing the organic label are made without the use of toxic and persistent pesticides, synthetic nitrogen fertilizers, antibiotics, synthetic hormones, genetic engineering or other excluded practices, sewage sludge, or irradiation. No other eco-label can claim all of these attributes, thus

we recoMMend

making the USDA Organic seal the gold standard by which consumers can make their market choices. Guided by these and other requirements, organic is the most heavily regulated and closely monitored production system in the United States, enabling you to choose organic products with confidence.

Organic markets

The Organic Trade Association (OTA) represents hard-working, committed organic businesses across North America—including farmers large and small, and your favorite brands going the extra mile to bring delicious organic food to your plate and non-food items, such as organic clothing and linens, to your home. Results from OTA’s 2010 Organic Industry Survey show that U.S. organic product sales in 2009 reached $26.6 billion, including $24.8 billion in organic food sales and $1.8 bil-

Christine Bushway executive director and Ceo, organic trade Association

lion in organic non-food sales. The leading food category for growth during 2009 was that of fruits and vegetables,which now represent 38 percent of all U.S. organic food sales.

Organic attributes

Emerging evidence is accumulating that organic agriculture is a healthier way to grow food and agricultural products. For instance, more and more scientific studies are showing the drawbacks of using toxic substances not allowed in organic agriculture. An important part of OTA’s

work is helping savvy organic shoppers understand what organic delivers and why the USDA Organic seal is so trustworthy. OTA offers a wide range of informational resources, including basic facts about organic, tips on using organic products around the house, and delicious organic recipe ideas at OrganicItsWorthIt.org. Also featured are the latest in organic news and trends, and in-depth profiles of farmers, scientists,and celebrities who support organic. This site also demonstrates how affordable organic products can be. The attributes of organic do make a difference.Remember, when you buy organic products, you are investing in the health of your family and your planet. It’s just that simple.

“knowledge is everything... it is my mission to spread the word.” Planning an organic thanksgiving p. 7 it’s the perfect time to make ‘going organic’ a priority.

Mythbusters Get the facts!

p. 8

organic LiVing 1st edition, noVeMBer 2010 Managing Director: Jon silverman [email protected] editorial Manager: Jackie mcdermott [email protected] responsible for this issue Publisher: mandy wilczynski [email protected] Business Developer: paul Herron [email protected] Designer: mariel Fitzgerald mariel.ﬁ[email protected] Contributors: Christine bushway, emmanuelle Chriqui, Holly Givens, myra Goodman, Gary Hirshberg, elizabeth Horton, theresea marquez, yadim medore, kate mendenhall, david pool, maya rodale, Aaron stephens, and a special thanks to the Huftalen Family. Distributed within: new york daily news, november 2010. this section was created by mediaplanet and did not involve the new york daily news or its editorial departments. mediaplanet’s business is to create new customers for our advertisers by providing readers with high-quality editorial content that motivates them to act.

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4 · november 2010

An independent supplement by Mediaplanet to new york daily news

inspiration

Transitioning from conventional to organic how we did it My husband Jamie and I run a small organic dairy farm in upstate NY, in a town called Nelson. The farm has been in my husband’s family for four generations and the house we live in is 200 years old. Our farm was purchased in 1906 by Jamie’s great grandfather. It was run as a small dairy farm until 1988 when the loss of Jamie’s grandfather and hard economic times forced Jamie’s uncle to sell his herd. Jamie was only nine years old at the time, but even at a young age, he knew farming was in his blood. Jamie went to college for dairy science and was told by professors,“Either get bigger or don’t bother.” While working on a conventional farm after

college, Jamie became increasingly discouraged by the dairy industry and the way it was produced on conventional farms. To him, it seemed more like running a factory than a farm. The cows were treated like a unit and most of them never went outside their whole lives.That kind of farming was not appealing to us. That’s when we decided to go organic.

Becoming certified

Our land was rented by a conventional farm in 2002-03. Luckily,the hay fields were not treated with synthetic pesticides or fertilizers and we were able to begin transitioning to organic. We had an additional 18 acres, which had been sprayed with synthetic herbicides, so those fields had to go through a three-year transition period.The transition was

a process of cleansing the soil to rid it of any and all toxins that had been put into it. Our barn had now been empty for 18 years and needed a lot of work. Organic Valley’s Heifer program gave us time to fix up the barn. We transitioned our 20 heifers (a heifer is a one year-old cow who is not making milk yet) with the program for one year until we could ship milk. We were certified through NOFA on June 1, 2006 and shipped our first batch of milk in June of 2007! We have been here for four blissful years. We milk 25 cows, and they graze from May first until mid-October with access to the outdoors 365 days a year. Organic farming and practices are a huge passion of ours. Everything we now consume ourselves is organic! Especially as a mom,knowing what

I know about farming gives me a deep appreciation for organic food, not only for my own health, but for that of my two growing children as well.

Worth the effort Making the transition from conventional farming to organic was not too difficult for us. It took three years in total and it was worth every bit of our efforts. Our herd is healthy and happy,and we are able to manufacture a product that allows consumers to drink milk without toxins.We trulywant people to understand what organic means and what the farmer has to go through to become certified organic. Every year we have to be re-certified by someone who goes through all of our paperwork and animals to make sure we are following all of the organic standards and rules.

Our cows are treated with the highest regard, and they are doing exactly what nature intended them to do. We can’t imagine farming any other way. We are very grateful for companies like Organic Valley that are family farm-owned and have stood by their farms through economic hard times.They have made it possible for us to keep making a fantastic product which we completely believe in! The Huftalens are one of the more than 1,600 farmer-owners at Organic Valley, America’s largest cooperative of organic farmers. Organic Valley’s mission is saving family farms through organic farming. Through its cooperative model with the farmers as owners, Organic Valley is made up of family farms like the Huftalens across the country. sarah huftalen [email protected]


inspiration

november 2010 · 5

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weetest EarthFriendly!

The S way to be

the huftalen family Jamie, Sarah and their children on the farm. Photo: private

bodies for years. By choosing local organic food, you get the highest health benefits because it is grown in a clean environment and harvested at its peak nutritional value.

As a country, we currently spend less than 0.5 percent of our food dollars on local food. Just think of the impact we could make on our local communities if we spent 10 percent of our food budget at local organic farms!

■■ Supports food safety Organic farming reduces food safety risks. Beyond the required federal and state food safety rules, organic farmers also follow strict standards on raw manure application and composting to minimize contamination from E. coli and other pathogens. Organic livestock diets prohibit feed that contains animal byproducts, plastic pellets, urea and manure— all of which are allowed on conventional farms. Other practices like sewage sludge, irradiation, growth hormones and genetically-modified organisms (GMOs) are avoided by purchasing local organic food.

■■ Supports your health Organic food is good for you! Studies show that organic food contains higher levels of nutrients and vitamins because they are grown in healthy, fertile soils. Antioxidants, important for disease prevention, are also present at higher levels in organic produce. Milk and meat from cows grazed on pasture are higher in conjugated linoleic acids (CLA), which have been linked to cancer prevention. Organic foods avoid harmful pesticides, which are allowed for use by conventional farmers and remain in the environment and in our

■■ Protects the environment Local organic food travels a short distance from farm to market, leaving a small carbon footprint. Local organic

farms also provide safe habitats for wildlife and use soil conservation techniques to protect farmland from runoff and erosion. They promote biodiversity by growing multiple kinds of crops and using wild plants and animals to fight pests and disease. Your local organic food purchases keep our local farms in business, which helps keep our favorite places green, undeveloped,and allows our native wildlife to thrive! ■■ Scrumdiddlyumptious Perhaps the best reason for buying local organic food—it is delicious! Local organic farmers often grow fruit and vegetable varieties that have exceptional flavor, rather than varieties that sacrifice flavor for the ability to be transported across the country. Visit your local farmers’ market and try a new organic heirloom fruit or vegetable— it will change your life! kate mendenhall Executive Director, Northeast Organic Farming Association of New York (NOFANY) [email protected]

We are proud of our heritage to protect and conserve our natural resources. Now we can add our recyclable packaging to our list of green business practices. • Recyclable packaging • Renewable energy production • Eco-friendly farming • Water conservation • Crop rotation For recipes or more information about our products, visit

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6 · november 2010

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good to know

AN APPLE A DAY Snow White was blissfully unaware of what was in her apple before she took a bite. after all, it looked perfectly red and delicious.

Photo: GreiG Cranna, Courtesy of earthbound farm

■■To get the inside scoop on the pesticides in your food, in everything from almonds to winter squash, check out WhatsOnMyFood.org. ■■How else can you be sure of the safety of your food? In addition to the USDA Organic seal, look at the numbers on your fresh produce stickers. Organic produce has a four-digit code prefaced by a nine (e.g. Banana 94011), and conventional has a four-digit code (e.g. Banana 4011).

If you’re buying apples, chances are good that—like Snow White—you’re eating poison. The very fruit that’s meant to keep the doctor away—if it’s not certified organic—can contain up to forty-two pesticides, according to a study by the USDA Pesticide Data Program. Snow White’s perfect red apple got that way for a reason. The evil queen used pesticides. Although we might rinse or peel the apple,pesticides don’t disappear completely. Two in three apples from Washington state, the nation’s largest apple grower, are sprayed with

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a pesticide called Lorsban. Lorsban has been banned for home use, yet is widely used to keep apples blemish-free. A study published in Pediatrics linked Lorsban to attention problems and impaired brain development. For one in five apples, another pesticide is used called carbendazim. Carbendazim is suspected to cause cancer, contribute to birth deformities like lack of eyes, hormone disruption, and damage to sperm and testicular development.

look for the label

The good news is that you don’t have to cross apples off your grocery list for good. Just look for the USDA Organic seal—you can find it on raw, fresh and processed foods. While conventional farms and factories are inspected for food

DON’t JuDGe a fRuIt BY ItS COVeR

“the very fruit that’s meant to keep the doctor away—if it’s not certiﬁed organic—can contain up to forty-two pesticides.”

safety about once every ten years, the USDA must inspect organic operations by law every year. You’ll know that by USDA Organic standards, the food you’re buying is free of pesticides, irradiation and artificial fertilizers, and it’s not made with any synthetic ingredients or genetic engineering. The lesson that Snow White teaches us? Know what’s in your apple before you take a bite out of it. By making organic food choices, you are on your way to living happily ever after. daVId POOle Head of research, pure branding [email protected]


november 2010 · 7

insight

Planning an organic Thanksgiving Thanksgiving, with its celebratory focus on food, is a wonderful opportunity to begin (or continue) your organic journey. After all, Thanksgiving began as a harvest festival—a celebration and appreciation of the Earth’s bounty. Now it’s easier than ever to honor that tradition with an organic, authentic and delicious Thanksgiving feast. Here are some suggestions on how to make ‘organic’ a part of your celebration.

Get organized

The good news is that certified organic products are more available than ever before. According to the Food Marketing Institute, 76.2 percent of food retailers carry organic products in their stores in response to consumers’ growing demand for food that’s healthy. In addition to natural grocery stores such as Whole Foods and Traders Joe’s, you’ll find organic products and produce in supermarket chains that include A&P, Gristedes and Pathmark. Organic can cost more (according to SmartMoney. com, up to $100 more for a typical Thanksgiving dinner) but you can feast organically and still save money. The Organic Trade Association recommends purchasing private-label products and trying to hit local farmers’ markets (go to LocalHarvest.

photo: Greig Cranna, courtesy of Earthbound Farm

org and type in your zip code) that could offer lower prices. Since so much of the Thanksgiving menu is seasonal, it’s a great opportunity to enjoy food that’s available locally. If you have to prioritize your organic purchases, consider choosing organic meat and dairy products, since some pollutants become more concentrated as they move up the food chain. But if you’re ready to take the plunge, you’ll find that you can purchase an organic version of everything on your Thanksgiving menu—from cranberry sauce to stuffing mix and even canned pumpkin for the pie.

There’s even an ever-expanding selection of organic wines with which to raise your glass.

Make it a group effort

Fabulous food is only one component of a more sustainable celebration. Consider using non-disposable plates and cloth napkins, or if you’re feeding a crowd, compostable plates and recycled napkins. Car-pooling to and from the meal is another way to be kind to the earth. Choosing organic products offers public health and environmental benefits to be grateful for.

Do let your guests know of your plans. Explain that you are working toward having an organic Thanksgiving,and you want them to share in your more sustainable celebration. If they offer to bring a favorite dish, say yes! Having everyone contribute to the feast makes the day more meaningful. From salad to potatoes and yams for side dishes, there are countless options for organic contributions to the meal.

The turkey

The turkey is the centerpiece of the traditional Thanksgiving feast (46 million are purchased each year just for this one meal!) and here’s where choosing organic can really make a delicious difference. Organic turkeys spend plenty of time in the open air and sunshine. In addition to local shopping options, you can order organic turkeys online, shipped via cold-pack right to your home.

tips on ‘going organic’

Make an effort When you are walking through the grocery store, it’s easy to reach for whatever item is at eye view or the product with the flashiest marketing, but bear in mind that looks can be deceiving. What you consume affects not only the environment, but your own health and wellness. Make a point to find the USDA Organic seal on your food, just as you would an ADA seal for toothpaste.

Consider your options Keep in mind that organic options go far beyond the gro-

cery aisles. There are organic choices out there that you might not even be aware of like beauty products, bedding, cleaning fluids, apparel and more. According to the Organic Exchange research, global retail sales of organic cotton apparel and home textile products reached an estimated $4.3 billion in 2009, representing a 35 percent increase from the previous year.

Just do it! Pick one thing—your favorite thing, something you eat a lot of—and start getting the organic version and grow from there.

editor’s pick

Feel good about your efforts

Tea for Two Cookie Co. is an online artisan bakery specializing in organic, handmade shortbread cookies. Its organic ingredients and ecofriendly packaging embody the company’s philosophy, which is a reverence for the environment and its people. Unique organic fair trade teas, herbs and natural fla-

[email protected]

INTRODUCING THE FIRST DOUBLE-CERTIFIED

Organic & Kosher Turkey Celebrate Thanksgiving naturally, with a double-certified Organic and Kosher turkey from WISE ORGANIC PASTURES. Raised humanely on small family farms, with plenty of fresh air and sunshine, it’s the healthiest, best-tasting turkey possible. That’s a lot to be thankful for. Available at WHOLE FOODS MARKET and online at WiseOrganicPastures.com

vorings go into every mouthwatering recipe. Lavender, Mexican Chocolate, and Turmeric Ginger top our list. A perfect pairing for tea or red wine,Tea for Two cookies are as earth-friendly as they are scrumptious. ■■For more info,visit: TeaForTwoCookieCo.com

8 · november 2010


insight

Mythbusters Q & a with eMManUeLLe chriQUi

eMMaNuelle ChRIQuI volunteering in the community to promote Photo: Casey fiGLeWiCZ sustainable practices.

■■ Why is it important to consider ‘organic?’ One of the main reasons I consider organic is because I am choosing food and fabrics that have not been treated with chemicals, which in turn poison us and the planet. ■■ When did you become passionate about this topic? I have always been into health and yoga and the healing arts, so it was a very natural progression for me to lean towards an organic lifestyle. ■■ how do you make organic living a priority in your own life? I make it a priority in my own life by eating organic as often as I can. When buying groceries for my home they are always organic. Also, I am beginning to swap out bedding for organic natural

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fibers like my mattress and sheets, towels and pillows. ■■ What are some small changes people can make to lead a more organic lifestyle? I think a fun way to turn people on to organic living is to check out the local farmers’ markets. Many of the vendors from the smaller farms have become organic, not to mention that seeing and tasting all the fresh produce is pure joy! ■■ how has your lifestyle influenced your family/ friends/co-workers? Knowledge is everything. Sharing what I’ve learned and am passionate about with people I care about is really important to me. At the end of the day I can’t force anyone to do anything they aren’t ready for, but it is my mission to spread the word.

■■ Myth: Organic agriculture can’t feed the world. For nearly 30 years, Rodale Institute has been running the Farming Systems Trial (FST), which is America’s longest running side-by-side comparison of conventional and organic systems. They’ve found that organic yields match or surpass those of conventional. Furthermore, conventional methods deplete the soil quality, whereas organic methods regenerate it, so it’s a system that’s truly sustainable. Long story short: Organic methods can grow just as much, if not more, than conventional methods. ■■ Myth: ‘Organic’ is just a fad. J.I. Rodale is often credited with starting the organic movement in America back in 1942 with the publication of Organic Farming and Gardening magazine, which is still in print today. All the way back in 1954 J.I.

wrote, “Organic is not just a fad.” It’s still not a fad. It’s a movement to implement safe, healthy, sustainable agricultural practices so everyone can have access to safe and healthy food. And if you’re still not sure why organic matters, or if you just want more information, read Maria Rodale’s Organic Manifesto. The book provides a glimpse into our chemical dependency in agriculture, how it affects each one of us, and why organic is the answer. ■■ Myth: Organic products are overpriced. Organic products more closely reflect the true cost of farm practices that minimize environmental damage and, as a result, safeguard public health. Compare prices on organic products at club stores, farmers’ markets, grocery stores, and discount stores. You can work more organic food into your life and budget by shopping smart,

Get the faCtS

buying in bulk, seeking fresh foods in season and cooking from scratch. ■■ Myth: Organic food looks ugly or tastes bad. One reason retailers must take great care in their produce labeling is because most of the time it’s not possible to tell organic fruits and vegetables from non-organic in the store. As for taste, you’ll often find organic on the menus of the finest restaurants. Most organic products haven’t been in scientific taste tests; however, new research shows that tasters preferred the flavor of organic foods over nonorganic. Nowadays, there are organic products out there for every palate, so if one product isn’t to your taste, try another brand or variety. [email protected]

eXpo east recap Attended by as many as 25,000 industry professionals and featuring thousands of exhibits, Natural Products Expo East is the largest natural, organic, and healthy products trade show on the East Coast.

This show features the best in organic, offers an extensive retailer training program and provides an advocacy platform. It is ranked as one of the top 200 tradeshows in the US.

Natural Products Expo East is produced by New Hope Natural Media, a division of Penton Media Inc.

Photo: KeLLy burton

10 · november 2010


PANEL OF EXPERTS Gary Hirshberg CE-Yo, Stonyfield Farm

Myra Goodman Co-founder, Earthbound Farm

Theresea Marquez Chief Marketing Executive, Organic Valley

Aaron Stephens President and Founder, Nature’s Path

Question 1: How is your company supporting the organic movement?

Stonyfield Farm was started in 1983 when the organic movement was tiny. Now, more than two decades later, we have proven that the organic movement is viable, sustainable, and part of the ‘delicious revolution,’ to quote my colleague, chef/writer Alice Waters. We’ve proven that organic companies are successful, and within this industry, all stakeholders win—our farmer partners make a fair wage, their animals live longer, the planet is respected, and our consumers get healthy, tasty, organic food produced without toxins or artificial ingredients.

Organic produce is by far the largest segment of organic food sales. Earthbound Farm started farming on 21/2 acres back in 1984 and chose to farm organically because we didn’t want to grow food with toxic synthetic chemicals.Today, our 150 farmers avoid the use of more than 11 million pounds of synthetic agricultural chemicals every year. The result of our decades of experience and growth is that we’ve helped make organic baby green salads extremely affordable and accessible. Now 47 percent of those salads sold are organic, while overall only 3.7 percent of food sold in this country is organic.

With 10 percent of the organic farmers in the US, you might say we are the organic movement. Specifically, we are members of the Organic Trade Association and on the board of the Organic Center, a non-profit we were instrumental in starting that reviews and stimulates organic research. In addition, we are very active politically and have funded a number of court cases to protect organic. We are lobbying regularly. Most importantly, we are recruiting organic farmers and leading the movement to convert farmland to organic.

Beyond the cereal bowl, our mission is to increase organic, sustainable and nontoxic agriculture for the wellbeing of our consumers and planet Earth. We help support hundreds of independent family farms and own 2,240 acres of prime grain farmland. Our Organic Program Manager works closely with our farmers, organic associations and government bodies to build relationships, further education and promote sustainability across North America. We also engage in cross-promotional activities with companies like Organic Valley to maximize our combined potential.

Question 2: What advice do you have for consumers who are trying to ‘go organic?’

Start by making one organic purchase next time you go to the store. Each time you run an item past the scanner at the check out counter, you’re voting—for organic or not, toxic pesticides or not, chemical fertilizers or not. You’re voting for the kind of food you want to eat, how it’s produced, and what kind of world we want to live in and leave our children. Our philosophy is wherever there is food, that food should be organic. It should not just be less bad for you; it should be good for you.It should be grown in a way that not only supports family farmers,but also doesn’t toxify air,water and soil.

Organic food can be more expensive, but I believe it is a better value than conventional food. It’s grown without toxic synthetic chemicals—keeping them out of the environment and our food—and organic foods are free from genetically modified organisms, irradiation, hydrogenated oils and artificial flavors and colors. If you can’t buy everything organic, I would advise buying the produce items that government tests show have the most pesticide residues (celery, peaches, strawberries, apples, etc.) since most of our dietary exposure to pesticide residues comes from produce.

Learn to cook! Eating organic can be affordable if you buy in bulk, cut your meat consumption and cook from scratch. It is easier than you think, creative and even relaxing—not to mention the immense and delicious satisfaction of breaking bread with loved ones and friends.

I encourage everyone to take steps down the path to sustainability, especially ‘going organic.’ People often believe ‘organic’ is more expensive, but it doesn’t have to be. You can buy in bulk and shop at local farmers’ markets and community supported agriculture (CSA) groups, and even grow some of your own organic food. I always suggest buying from a trusted organic brand and supporting independent companies. I applaud anyone making this positive change for themselves, their families and the Earth.

Question 3: What do you consider to be the biggest misconception associated with organic agriculture?

There is a popular misconception that organic food is only for rich people. And that’s an enormous disservice to all of us who want to stay healthy, especially in this current economy. We need to look at both the price of food and also the costs to grow and eat that food. The reality is that cheap, conventionally-grown food is very expensive when you factor in how we pay with our health. By definition, sustainable farming practices eliminate the use of toxic and persistent chemicals—ALL of which are tied to illness—that contaminate our food, water, soil and air.

We often hear that organic agriculture is fine on a small scale, but that it could never feed the world because you can’t produce enough food this way. We disagree! Earthbound Farm has proven that organic agriculture is viable on a large scale. We use the same organic farming practices on small farms as we do on the larger farms, and we’ve found that organic fields actually get more productive each year because organic farming practices focus on building the soil. Organic fields also sequester the greenhouse gas CO2, which helps combat global warming.

First, that organic cannot feed the world. Long term, empowering women with organic practices will be our best strategy. Second, that organic is old fashioned farming. We like to think we use the best of the old with the most current science to produce efficient and environmentally safe farming. Many people do not know that organic agriculture is about the SOIL. It is not so farfetched for the citizens to make a connection between the food we eat and how we treat our soil. Healthy soil means healthy plants means healthy animals means healthy people.

The biggest misconception is around the term ‘natural,’ which has been popping up on products everywhere and is often confused with ‘organic’ in the minds of consumers. Natural foods are not regulated and do not meet the same strict criteria that organic foods do. ‘Natural’ foods generally don’t contain additives or preservatives, but they may contain ingredients that have been grown with pesticides or are genetically modified. To be labeled organic, however, food must have been produced without the use of synthetic fertilizers and pesticides, antibiotics,irradiation,genetic engineering or growth hormones.

Does organic make it healthier? Or does organic make it tastier? We’ll let the experts decide. (You.)

A lot of people like to debate the benefits of organic. It’s enough to make a head spin. So at Nature’s Path, we make every bite extremely tasty and overwhelmingly healthy, so you don’t have to choose. And maybe the most important thing about organic — it’s easier on the planet. We find that to be very appetizing too.

Nature’s Path Organic. Eat well. Do good. www.naturespath.com

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