March 16, 2009

"Faux-Organic" Or "The Art Of Greenwashing"

As more and more greedy entrepreneurs slither into the organic market, it was inevitable the word "organic" would come to be synonymous with "100% USDA Organic-Approved". In order to legally attest to that claim, a product must bear the little green and white circular logo symbolizing its certification by OMRI (Organic Materials Review Board) using the standards set by the NOS (National Organic Standards/Substances).Organic Labeling

Consumers are historically duped by misleading claims and customized marketing (*see: enhanced-to-downright-phoney*) to target specific consumer desires. But now, it's entered the organic market. No longer a niche consumer group, the word "organic" or "natural" on a product can mean big bucks for any manufacturer who can spell the words. Nowadays a well-intentioned consumer must not only read a label's nutritional information but must be alert to products claiming to be "100% Organic" or "Natural"...and learn to interpret those claims. Not all that glitters "organic" is organic gold.

An excellent aid for consumers to research food labels and products they currently have at home is Greener Choices Eco Labels

Originally, the USDA National Organic Program required that all substances used in organic production meet National Organic Program standards. The USDA has since narrowed the definition of "substance " to "ingredient used in organic production". Basically, what this means is that: if a substance used in processing should leave or cause to leave organically-unapproved or even questionably toxic residues - and that residue is not actually an initial, intentional ingredient in the final product - that potentially toxic residue does not have to have USDA approval. In other words, it gets a pass. Albeit a pass through the back door of regulations, but a pass nonetheless which is "passed" on to that unsuspecting, unknowing, well-intentioned consumer. It's not all that dissimilar to the obfuscation of "free-range chicken" definitions which allows that as long as a chicken has access to a 4x4 outdoor enclosure for 10 minutes a day, it’s considered “free range”. You could cram 500 chickens into a 4X4 enclosure, open a window and make that claim and still get that "free-range pass".

Is it any wonder, then, why so many small & large family organic, sustainable farms have regretfully abandoned the USDA’s organic certification because of the whoring of true organic criteria and More diluted standards.

"Natural" doesn't mean it's good for you. Many "natural" elements or plant-derived products can be quite toxic. Cyanide is natural, but I wouldn't want it in my morning coffee. This is yet another misuse and abuse by greedy greenwashers of a common term meant to dupe an unsuspecting public.

"Organic" simply means "derived from living matter". Yet it has become a commonly accepted colloquialism to mean: "grown without chemicals or synthetics"..as in 100% Organic Approved. This wolf is very well concealed in greenwashed-sheep's clothing thanks to that common consumer misconception and the deceitful profiteers who promulgate it. Add to that alleged "organic" magazines and venues which promote products like Scotts Miracle Gro Organic Choice as a true organic alternative. Neophite organic gardeners often look to these sources for guidance and that guidance can - at least - be quite questionable. People should never stop asking questions. If they do, that's how lemmings are born and we become a nation of "sheeple" (*sheeple: People who flock and herd together and blindly follow a dominant leader* ). Sure maybe Scotts MG OG may be an improvement over regular ole Miracle Glop (which isn't saying much). However, for as long as I can remember, organic advocates and leaders have held companies such as Scotts and Monsanto in the lowest possible regard and consistently decried their synthetic/chemical agendas. So it would seem that their support and advocacy should be better spent toward other up-and-coming companies with less nefarious pasts and true organic ideals. But...as with so much in this world, it's ultimately all about the money. And big companies like Scotts brings in big advertising bucks. End of story.

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