Should You Certify?
It’s pretty wonderful that this question is so frequently asked considering it indicates that companies in many sectors are pushing for more eco-innovations. But it also causes a lot of problems for those that go beyond the measuring stick because a rock star in sustainable electronics like Apple ranks in the middle upper range on something like the EPEAT list simply because certain “green” aspects of their electronics don’t show up on the list. And these lists weigh heavily on the buying decisions of large organizations like the entire San Francisco city government.
We’ve had several clients run into this same problem. Organic Valley, for one, has a very similar situation to Apple in that they helped write the USDA National Organic Program regulations just like Apple helped to found EPEAT. But now Organic Valley mandates that their co-op owners go beyond these basic organic standards, which have barely evolved. So Organic Valley gets the same USDA Organic seal as companies doing the bare minimum, and NOP regulations forbid labeling one product as “more organic” than another (it's on page 66).
Organic regulations have also not been adjusted to accommodate the particulars of cosmetics, personal care items, textiles, and cleaning supplies, creating problems such as the organic soap bar conundrum. The result is a shelf full of organic claims, some of which have been certified, and many that have not, causing a weakening of the Organic brand and mystifying consumers.
So is the answer to not bother with certification? Some, like the famed Polyface Farms, claim to be so far beyond organic that they choose to ignore the USDA and regulate themselves. I see two problems with this approach. One is that this requires loads of trust from customers who don’t have the time to research each company that produces the food they eat. The second is that while the USDA may not be able to evolve their standards fast enough, more agile private companies like Whole Foods are instituting their own standards to make a distinction between what is and isn’t organic. Smaller retailers have been doing the same for a long time with organic and GMO products, and getting a lot of attention for it.
The NOP board has loads of problems and their fare share of controversy, but manufacturers must never forget that certification serves the vast majority of their customers who are busy people with hectic lives and many other concerns. They rely on certifications and 3rd party seals to help them make decisions and figure out what’s good for them. So go beyond organic, but get the certification and seal for your busy customers. Then join an advocacy group like the Organic Trade Association which is lobbying to improve the NOP regulations for the benefit of consumers and food purveyors. It’s a two pronged approach that has more hope of helping all parties than an all-out ban.