IS ORGANIC production better than conventional? The answer is likely to depend on which side of the debate your sympathies lie.
But there is something organic agriculture can teach conventional producers: how to tap into consumer demands and emotions.
The organic sector deserves credit for how it has expanded from a fringe group with grand ideals into a small but stable niche player in the agricultural industry.
Two recently released studies on organic agriculture point to a viable and growing sector that only two decades ago was more likely to be associated with backyard gardening than agriculture.
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The Statistics Canada Census of Agriculture shows there are 1,325 more organic farms operating in 2006 than there were in 2001.
A report from the Nielson Co., a market survey and analysis company, reported an increase in 2006 organic food sales in Canadian grocery stores to $412 million, a 28 percent increase over 2005 organic sales.
A major reason for this increase is the organic sector’s ability to align itself with the wholesome farm lifestyle.
Organic brands often come wrapped in stories of nature, fresh air and peaceful vistas, similar to Juan Valdez, the fictional spokesperson for Colombian coffee.
Most conventional farms share the same attributes and could market themselves in similar fashion.
Organics has also benefited from dieticians’ recommendations that it is better to eat fresh, whole foods, rather than heavily processed, prepackaged items.
Consumers worldwide buy organic products in ever increasing numbers, many believing they are making healthier choices. Yet conventional growers can take advantage of the same trends and advice.
Conventionally grown unprocessed vegetables, pulses, oats and other grains fit a similar health profile to organically grown products.
A public awareness campaign focusing on fresh-from-the-farm and locally grown products could create opportunities for conventional growers to sell more into this niche.
As for consumers who buy organic produce for their lack of pesticides, they might be persuaded with an honest message about the myriad of research that shows conventionally grown crops are just as safe. In fact, conventional crops avoid many natural diseases and pests that cause food spoilage and illness.
Then there’s the environmental issue. Conventional farmers need to convince a skeptical public that their practices, with higher yields, lower fuel use and less tillage, is also beneficial to the environment.
Organic growers have done well to market themselves to fill the consumer desire for safe, healthy food but the opportunities can reach beyond organics.
By improving their marketing, conventional farmers could capitalize on it as well.
