Organic Products Retailer September/October 2011 : Page 9

MarketplaceNews Groups Appeal for More Time to Respond to USDA Animal ID Proposal F orty-nine advocacy groups repre-senting the interests of family farm-ers, ranchers and consumers have formally requested that USDA Secretary Tom Vilsack extend the public comment period for a controversial new proposal that would require livestock producers in the U.S. to incur significant expense tracking animals that cross state lines. The comment period on the proposed, “Traceability for Livestock Moving Interstate,” is scheduled to end on November 9, and the organizations have requested an additional 60 days. “The period for public comment coincides with the fall harvest and comes during the worst drought ever recorded in some major livestock production regions,” said Judith McGeary, executive director of the Farm and Ranch Freedom Alliance and vice-chair of the USDA Secretary’s Advisory Committee on Animal Health. “Our farmers and ranchers are struggling to get their crops in and save their animals, and they need more time to assess the impacts of the proposed rule.” The groups’ letter to Secretary Vilsack pointed out that many farmers and ranchers are not online, slowing the speed of communication. “According to the 2007 Census of Agriculture, more than 40 percent of farms do not have internet access,” the letter noted. “We have a significant number of Amish and Mennonite members who can only be contacted by mail or through print publications,” explained Mark A. Kastel, senior farm policy ana-lyst at The Cornucopia Institute. “They, in turn, will have to mail their comments to USDA. If the agency actually wants to hear from these livestock owners, it needs to extend the comment period.” Some groups have questioned the agency’s willingness to respond to producers’ concerns. “A coalition of cattle groups presented USDA with a reasonable plan for cattle identification, but the agency persists in proposing unworkable rules,” said R-CALF USA CEO Bill Bullard. “The least the agency can do is extend the comment period so that the cattlemen can comment on the proposal when they’re not in the middle of the calf-weaning and ship-ping seasons.” “All of our farmers and ranchers are deeply concerned about animal health,” concluded McGeary. “They work hard every day to keep their ani-mals healthy, and the agency needs to take the time to understand their con-cerns about this new proposal and address them.” For more information, visit http://farmandranchfreedom.org/ ltr-Vilsack-extension. Global Organic Cotton Market Hits $5.61 Billion in 2010 ccording to a report by Textile Exchange (formerly Organic Exchange) recently released, neither the recession nor unstable economies put a damper on the fast-growing organic textiles industry, which grew 20 percent to an estimated $5.61 billion in 2010. “Consumers continue to be committed to supporting the use of organic cotton and other sustainable fibers, while brands and retailers continue to make their product lines more sustainable by contin-uing to increase their use of such fibers and safer, more innovative manufacturing processes,” said LaRhea Pepper, Textile Exchange managing director. A Several brands and retailers more than doubled their usage of organic cotton alone and plan to do so in 2012 as well. Others with large programs are staying the course. As a result, Textile Exchange projects the global organic cotton market will increase another 20 percent in 2011 to result in an estimat-ed $6.2 billion market in 2011 and $7.4 billion market in 2012. Last year was the first year that Textile Exchange requested data regarding industry use of sustainable fibers including recycled and cellulosic fiber. Two fibers, recycled polyester and Tencel®, were the two leading fibers in terms of quantity reported by responding companies, with all respondents indicating substantial increases in use of those and other sustainable fibers in the upcoming years. The 2010 results will form the base line for next year’s report. Key areas identified for collaborative work in the future include developing a harmonized definition of a sustainable or preferred textiles and equipping more players in the textile, apparel, and home furnishings industry to integrate sustainability into their business and product strategies through training, tools, and information. For more information, visit www.textileexchange.org. Mary’s Gone Crackers Redesigns Website M ary’s Gone Crackers (Gridley, CA) has launched a newly redesigned website to serve as a comprehen-sive online portal for consumers seeking the latest information on gluten-free, vegan and organic lifestyles. The site, which remains under the domain www.marysgonecrackers.com, showcas-es expanded content and resources that highlight the company’s mantra of “Conscious Eating,” as well as new community features, an “Ask the Nutritionist” section where visitors can have their health and nutrition ques-tions answered, a collection of diverse recipes, enhancements to the online store and much more. “As a pioneering brand in the gluten-free and organic food spaces, it was important for us to advance our mission to support consumers on their path to ‘conscious eating’ and integrate our vision into this new website,” said Mary Waldner, co-founder of Mary’s Gone Crackers. “In addition to learning more about our products, consumers who visit our site will now enjoy a hub of resources and valuable information to help them make more healthful food choices. We’re really excited about the new look and features of our website, and we’re confi-dent consumers will enjoy its usability.” For more information, please visit www.marysgonecrackers.com or call (888) 258-1250. Organic Products Retailer 11 September/October 2011 I www.oprmagazine.com

Marketplace News

Groups Appeal for More Time to Respond to USDA Animal ID Proposal Forty-nine advocacy groups representing the interests of family farmers, ranchers and consumers have formally requested that USDA Secretary Tom Vilsack extend the public comment period for a controversial new proposal that would require livestock producers in the U.S. to incur significant expense tracking animals that cross state lines.The comment period on the proposed, “Traceability for Livestock Moving Interstate,” is scheduled to end on November 9, and the organizations have requested an additional 60 days. “The period for public comment coincides with the fall harvest and comes during the worst drought ever recorded in some major livestock production regions,” said Judith McGeary, executive director of the Farm and Ranch Freedom Alliance and vice-chair of the USDA Secretary’s Advisory Committee on Animal Health. “Our farmers and ranchers are struggling to get their crops in and save their animals, and they need more time to assess the impacts of the proposed rule.” The groups’ letter to Secretary Vilsack pointed out that many farmers and ranchers are not online, slowing the speed of communication. “According to the 2007 Census of Agriculture, more than 40 percent of farms do not have internet access,” the letter noted. “We have a significant number of Amish and Mennonite members who can only be contacted by mail or through print publications,” explained Mark A. Kastel, senior farm policy analyst at The Cornucopia Institute. “They, in turn, will have to mail their comments to USDA. If the agency actually wants to hear from these livestock owners, it needs to extend the comment period.” Some groups have questioned the Agency’s willingness to respond to producers’ concerns. “A coalition of cattle groups presented USDA with a reasonable plan for cattle identification, but the agency persists proposing unworkable rules,” said R-CALF USA CEO Bill Bullard. “The least the agency can do is extend the comment period so that the cattlemen can comment on the proposal when they’re not in the middle of the calf-weaning and shipping seasons.” “All of our farmers and ranchers are deeply concerned about animal health,” concluded McGeary. “They work hard every day to keep their animals healthy, and the agency needs to take the time to understand their concerns about this new proposal and address them.” For more information, visit http://farmandranchfreedom.org/ ltr-Vilsack-extension. Global Organic Cotton Market Hits $5.61 Billion in 2010 ACcording to a report by Textile Exchange (formerly Organic Exchange) recently released, neither the recession nor unstable economies put a damper on the fastgrowing organic textiles industry, which grew 20 percent to an estimated $5.61 billion in 2010. “Consumers continue to be committed to supporting the use of organic cotton and other sustainable fibers, while brands and retailers continue to make their product lines more sustainable by continuing to increase their use of such fibers and safer, more innovative manufacturing processes,” said LaRhea Pepper, Textile Exchange managing director. Several brands and retailers more than doubled their usage of organic cotton alone and plan to do so in 2012 as well. Others with large programs are staying the course. As a result, Textile Exchange projects the global organic cotton market will increase another 20 percent in 2011 to result in an estimated $6.2 billion market in 2011 and $7.4 billion market in 2012. Last year was the first year that Textile Exchange requested data regarding industry use of sustainable fibers including recycled and cellulosic fiber. Two fibers, recycled polyester and Tencel®, were the two leading fibers in terms of quantity reported by responding companies, with all respondents indicating substantial increases in use of those and other sustainable fibers in the upcoming years. The 2010 results will form the base line for next year’s report. Key areas identified for collaborative work in the future include developing a harmonized definition of a sustainable or preferred textiles and equipping more players in the textile, apparel, and home furnishings industry to integrate sustainability into their business and product strategies through training, tools, and information. For more information, visit www.textileexchange.org. Mary’s Gone Crackers Redesigns Website Mary’s Gone Crackers (Gridley, CA) has launched a newly redesigned website to serve as a comprehensive online portal for consumers seeking the latest information on gluten-free, vegan and organic lifestyles. The site, which remains under the domain www.marysgonecrackers.com, showcases expanded content and resources that highlight the company’s mantra of “Conscious Eating,” as well as new community features, an “Ask the Nutritionist” section where visitors can have their health and nutrition questions answered, a collection of diverse recipes, enhancements to the online store and much more. “As a pioneering brand in the glutenfree and organic food spaces, it was important for us to advance our mission to support consumers on their path to ‘conscious eating’ and integrate our vision into this new website,” said Mary Waldner, co-founder of Mary’s Gone Crackers. “In addition to learning more about our products, consumers who visit our site will now enjoy a hub of resources and valuable information to help them make more healthful food choices. We’re really excited about the new look and features of our website, and we’re confident consumers will enjoy its usability.” For more information, please visit www.marysgonecrackers.com or call(888) 258-1250. Organic Farming Profitable in the Long Term Organic farming is known to be environmentally sustainable and is economically sustainable as well, according to new research in the September-October issue of the Agronomy Journal. In an analysis of 18 years of crop yield and farm management data from a long-term University of Minnesota trial, an organic crop rotation was consistently more profitable and carried less risk of low returns than conventional corn and soybean production, even when organic price premiums were cut by half. Previous research has almost universally found the same thing: organic farming practices can compete economically with conventional methods, said the study’s leader, Timothy Delbridge, a University of Minnesota doctoral student in agricultural economics.However, these conclusions are mostly based on findings from shortterm trials in small plots. What sets this study apart is both the large size of its experimental farm plots (165 feet by 92 feet) and the trial’s longevity. “Doing an economic study like this, it’s important to get as complete a picture of the yield variability as we can,” said Delbridge. “So, the length of this trial is a big asset. We’re pretty confident that the full extent of the yield variability came through in the results.” What gave organic production the edge weren’t higher crop yields, however; instead it was organic price premiums.In their absence, the net return from a two-year, conventional corn-soybean rotation averaged $342 per acre, compared to $267 per acre for a fouryear organic rotation (corn-soybeanoat/ Alfalfa-alfalfa), and $273 per acre for its four-year conventional counterpart. When a full organic premium was applied the average net return from organic production rose to $538 per acre, significantly outperforming the conventional systems both in terms of profitability and risk. And organic production was still more profitable when the price premium was reduced by 50 percent. Organic price premiums are often the main reason why farmers think about switching to organic production, Delbridge explained, which means they also often wonder what would happen if the premiums declined. It’s for this reason that the researchers considered different premium levels (full, half, and none) in their analysis—not because they necessarily expect the premiums to go away anytime soon, he noted. The cost of production was also a factor: The conventional two-year rotation had higher production costs on average ($198 per acre) than either the four-year Conventional rotation ($164 per acre) or the organic one ($166 per acre). The difference primarily came in weed management, said Delbridge. The price of purchasing chemical herbicides in the two-year conventional rotation exceeded the cost of controlling weeds mechanically in the organic system, leading to higher overall production costs in the conventional rotation, even though organic production involved more field operations. “What we’re looking at here are results between an established organic and an established conventional system,” said Delbridge. “This research doesn’t take into consideration the issue of the transition itself: how difficult or costly that may be.” Still, if growers can successfully weather the transition, the study offers convincing new evidence that the change will be a lucrative one over the long haul. For more information, visit www.agronomy.org. In Memoriam Harlan Dean Lundberg, the third of four brothers who built Lundberg Family Farms (Richvale, CA), passed away on August 16, 2011 at his home in Richvale. He was 77 years old. Born September 20, 1933 to Albert and Frances Lundberg in Phelps County, NE, Lundberg moved to Richvale, CA, at age 4. Raised on the family rice farm, Lundberg graduated from Yuba College in 1953, where he earned a degree in agronomy. He went on to study agronomy at California Polytechnic University San Luis Obispo until 1954 when he was drafted into the U. S. Army. He served in Germany from 1955-1958, returning to Richvale in May 1958 to marry Carolyn Marie Murray. Lundberg joined his brothers Eldon, Wendell and Homer in the family rice farming business, and over the next 50 years transformed their parents’ small rice farm into the nation’s largest producer of organic rice and rice products. Lundberg was particularly interested in developing new rice varieties in the company’s state-of-the-art nursery, and over the years developed numerous specialty rice varieties including Wehani®, Black Bran and Arborio Rice. He was instrumental in the development and launch of rice-based products bearing the Lundberg Family Farms® brand name, including their best-selling rice cakes. Active in a variety of industry and community activities, Lundberg served on numerous rice industry boards, dabbled in local politics—including an unsuccessful 1983 run for the Democratic nomination to the U.S. House of Representatives—and supported a wide variety of community and church-related programs and causes. Lundberg is survived by his wife, Carolyn; sons Mark, Bryce and Eric; brothers Wendell and Homer; and eight grandchildren. Honest Tea Refreshes PET Labels Honest Tea (Bethesda, MD) has unveiled a redesign of its PET (plastic) line of Honest Tea® and Honest Ade®. The new look began hitting store shelves in September. The new labels are not reflective of any formula changes. The label refresh was initiated over three years ago after a series of consumer insights suggested that the brand could be making a bigger visual impact on store shelves. “Gaining national distribution is like getting a primetime premiere, and we want to make sure we’re wearing our best outfit,” said Seth Goldman, president and TeaEO of Honest Tea. “As any brand manager knows, updating your visual identity can be a grueling process, but we are delighted with the final results.” The new designs feature a white background that highlights clean, vibrant images of the ingredients.Fresh tealeaves and large cut-open fruit are presented in an elegant and Often playful way, to reinforce the simplicity and deliciousness of the ingredients. The tea labels also feature a prominent call-out specifying “Brewed Organic [Green, Black or White] Tea Leaves” to reinforce the authenticity of the ingredients. The images on the Honest Ade labels include fun treatment of the fruit by giving it unexpected scale and context— such as a lemon half serving as a beach umbrella. To further increase shelf standout, the brand’s logo has evolved too.While maintaining the Garamond font that has become a part of the brand’s graphic identity, the word “Honest” is now larger, to create greater brand unity across the line.The iconic “T” shape remains as a recognizable symbol on the line of tea products. “We had a lot of fun developing this new look,” said Peter Kaye, vice President of marketing. “We want our labels to stand out on store shelves and drive appetite appeal, all while maintaining our signature Honest brand look. We are thrilled to finally be unveiling our hard work and think both our loyal consumers, and many new consumers, will be interested in the appetizing images and fun stories each variety takes on.” For more information, call (800) 865-4736 or visit www.honesttea.com. California Natural Products Releases CSR Report California Natural Products (Lathrop, CA), maker of CalNaturale Svelte® all natural protein shakes, and CalNaturale® wine made from organically- grown grapes, has released its first-ever Corporate Social Responsibility (CSR) Report, which outlines its efforts to improve the health and wellness of consumers, support its local community and employees, and champion sustainable practices for the benefit of the environment. “Our mission is to support consumers’ healthy lifestyles by creating the best-tasting, nourishing and convenient foods and beverages at a great value, without compromising on quality or the environment,” said Pat Mitchell, president and founder of California Natural Products and CalNaturale. “Conducting business in a socially responsible manner is vital to our success in meeting these expectations, and providing nutritious offerings that consumers can feel good about enjoying on many levels.” Three key areas of focus outlined within the company’s CSR Report are as follows: • Consumers: California Natural Products is committed to helping Improve the health and wellness of consumers by producing more than 400 nutritional products available in grocery stores and natural food retailers worldwide. • Community: To be a good citizen in the community, the company uses millions of pounds of locally grown, certified organic and natural rice, fruits and vegetables each year, in addition to sourcing tropical ingredients from international farmers. • Environment: California Natural Products is placing a strong emphasis on supporting sustainable practices and being transparent about its efforts and accomplishments, including its recent installation of a unique recycling solution called a draining bailer, which will reduce the company’s solid waste by up to 70 percent. California Natural Products supports more than 6,000 acres of organic farmland and produces all products in environmentally respectful Tetra Pak® packaging systems, which are recyclable in more than 30 percent of U.S. communities according to the Carton Council. For more information, visit www.cnp.com. SunOpta Acquires Assets of Lorton’s Fresh Squeezed Juices, Inc. SunOpta Inc. (Brampton, ON, Canada) has announced that its indirect wholly owned subsidiary, SunOpta Global Organic Ingredients Inc., has completed the acquisition of the assets and business of Lorton’s Fresh Squeezed Juices, Inc. Located in San Bernadino, CA, Lorton’s is a vertically integrated producer of a variety of citrus-based products in both industrial and packaged formats, with revenues of approximately $10 million. The acquisition expands SunOpta’s vertically integrated operations into the extracting, processing and packaging of citrus-based ingredients through consumer-packaged products.These facilities have capacity for further growth and expansion. “I am pleased to enter into this transaction with SunOpta and to remain with The business operations, leveraging our joint capabilities,” said Tom Treinen, president of Lorton’s. “I look forward to growing the business together based on our commitment to supplying healthy natural and organic products to the marketplace. I would like to thank our loyal customers and the dedicated employees of Lorton’s for their commitment and hard work as we now join the SunOpta family.” Purchase price for the assets and business was $2.5 million, on a debtfree basis, subject to post closing working Capital adjustments, plus a potential earn-out dependent upon the achievement of certain future targets. The acquisition of Lorton’s assets and business is expected to be accretive to SunOpta in fiscal 2012. “This acquisition will leverage our strengths in sourcing and supply of citrus products and further strengthen our vertically integrated model from sourcing through ingredients and finished packaged products,” said Steve Bromley, president and CEO of SunOpta Inc. “This is consistent with our strategy to continue to grow our core value-added natural and organic foods platform. We would like to welcome Tom and his dedicated team to SunOpta.” For more information, visit www.sunopta.com or call(905) 455-2528 ext. 103. Website Launched for Non-GMO Month Denise Ryan Marcia Derwin AS the second annual Non- GMO Month approaches this October, a new website, www.nongmomonth.org, helps coordinate the burgeoning movement by encouraging the public to celebrate their right to choose non- GMO. The site features an open interface that allows users to create and participate in non-GMO events during the month of October. Founded by the Non-GMO Project in 2010, Non-GMO Month offers a focused platform for groups and individuals working to protect non-GMO food and consumer choice. Last year, nearly 600 natural foods retailers participated in Non-GMO Month by hosting events, distributing educational materials, and featuring Non-GMO Project Verified products on their shelves. This year, the celebration is expanding beyond store walls with a Right2Know March from New York City to Washington,D. C., and grassroots gatherings across the country. “Americans want out of the GMO experiment,” said Megan Westgate, Non-GMO Project executive director. “People in Europe and other developed nations don’t eat GMOs or feed them to their families, and we shouldn’t have to either. Non-GMO Month is about celebrating our right to safe, healthy, non-GMO food, and nongmomonth.Org is a great tool for helping us come together.” In addition to an events calendar, the new website includes a listing of retailers participating in Non- GMO Month and a daily giveaway calendar where visitors can win prizes throughout October. For more information, visit www.nongmomonth.org. You’reHired The Organic Farming Research Foundation (OFRF, Santa Cruz, CA) has announced the hiring of marketing expert, Denise Ryan, as external relations director. She will lead the external relations team at OFRF, which is comprised of development and online/offline communications. Laura Pratt of Good Health, Inc. (Boston, MA) has been named director of sales, marketing and media. Pratt will direct and oversee the family owned company’s advertising and marketing division, for all stores, and serve as a member of the senior leadership team. Derma e® Natural Bodycare (Simi Valley, CA) has hired Marcia Derwin as Mid-Atlantic regional sales manager.Derwin will be responsible for territory development, account management and execution of tactical programs to grow new and maintain existing business. The position will also focus on trainings and education to reinforce the quality and efficacy of the derma e brand.

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