DRESDEN, Ont. – It’s still unclear how the Biologique Canada Organic seal will fit into the organic industry’s branding effort.
Some members of the industry, including the Choices Market chain in British Columbia, have assumed it was created to identify organic products that are “Canadian made, processed or grown.”
But Gunta Vintins, a member of the Organic Value Chain Roundtable, says the seal can also be placed onorganic products imported into Canada as long as they meet Canadian organic standards.
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The confusion may have started when the designation, with its red maple leaf and green hills, was unveiled in June 2009, just days before Canada’s Organic Products Regulations came into effect.
“This organic logo allows consumers to make informed, confident choices,” federal agriculture minister Gerry Ritz said at the time.
“At the same time, the new regulations will allow Canadian organic farmers to have their products recognized in this emerging market.”
Vintins believes that imported products carrying the seal will also need to carry the word “imported.”
Members of the organic industry are not the only ones confused.
Farmers in southwestern Ontario have found that consumers are often confused as to where the food they buy comes from.
Alice Uher of Chatham said it had been hoped that the Product of Canada designation introduced in 2008 would help, but many products do not qualify.
“The original recommendation was for 85 percent Canadian content (to be eligible for the designation),” she said.
“That was thrown to the side and then 98 percent was brought in.”
Vintins hopes the organic industry’s branding effort has better results.
One of the most recent developments was the release of the slogan, “it’s in our good nature.”
Jean-Pierre Lacroix of the Torontobased marketing firm Shikatani Lacroix, worked with 25 industry stakeholders to find a way for Canada’s organic industry to build a competitive edge.
“The slogan talks to Canadian price and the Canadian approach. We’re a lot more collaborative,” Lacroix said.
“ ‘It’s in our good nature’ ” speaks to how people around the world conceive Canada.”
Lacroix said Agriculture Canada staff made a substantial contribution during the process that culminated in the slogan.
He said it is intended to reflect key pillars of Canada’s organic industry such as product value, integrity, sustainability and the passion of those involved.
Vintins said the second phase of the branding effort will involve developing and refining a marketing and communication concept. It will include consultations with 40 key stakeholders.
The goal is to develop a more consistent marketing approach that will prove useful to all industry participants, regardless of their size or place within the industry.
Matthew Holmes, executive director of the Canada Organic Trade Association, said the industry needs to distinguish itself from the competition.
Seventy-five percent of organic food marketed in Canada is imported, most of which comes from the United States.
Organic food also tends to compete with products that are branded as “natural” or “local,” which he said confuses consumers.
