It has become very apparent that today’s food trends are moving in high gear towards the natural, organic, and locally sourced food product options with no signs of slowing down. Roughly half of US consumers have purposely bought local produce in the past year (The Hartman Group) and US organic food sales reached $28.4 billion in 2013 (Nutrition Business Journal).
Yet despite the increasing popularity of these types of products, a recent study found that nearly 1 in 5 Americans are still very confused about what each of those words mean (International Food and Agribusiness Management Review). In fact, 17% believed that food labeled organic was grown locally, and 23% believe that local produce is inherently organic as well.
Where the Confusion Stems From
The USDA officially regulates all organic food items and growing operations. The food items are inspected, certified and individually measured according to strict guidelines. With organic items, there are no restrictions relating to distance from growing location to retail location.
Locally grown items are not officially regulated, and in fact, there is no true single definition to products marked as locally grown. It is however generally considered by food professionals to refer to products raised or grown within a regional foodshed (approximately a radius of 150 miles). In many states though that distance can be fairly limiting, and it is not uncommon for products sometimes marked “local” to be from as far as away as 400 miles. Locally grown only refers to the distance between growing and retail location; these operations can range anywhere from small, 2-acre organic family farms, to large-scale conventional farms.
How and Why This Confusion Continues
When it comes to marketing organic products, many brands choose to highlight “chemical-free” (organic farms are still allowed to use organic pesticides and fungicides on their products, a fact that is unknown to a majority of consumers) growing techniques which is perceived to create healthier and more nutritous produce. And there’s no doubt that organic farming is labor intensive, which is where many consumers might get the idea that it is grown on small, local farms. But the truth is that a significant amount of organic items are grown on large-scale operations throughout the US, and then shipped great distances to retailers.
Many local growers believe that consumers can tell the difference between fresh produce and items that might be a few days old, and use this point to help market their items. In fact, many studies have shown that produce picked closer to ripeness is actually more nutritious and flavorful. Less distance to travel, means produce hits consumers hands as close as possible to its peak of ripeness. But just because the tag says locally grown, doesn’t mean it’s a small operation, in fact, many large corporate farms will label their items that are being sold within certain distances as local products.
In a nutshell, local products can be organic or conventional, and organic products can be local or national. Some brands choose to advertise both, while some will highlight one aspect and skip over the other.
It also doesn’t help that many brands will purposely overuse words like green, natural, fair trade, and sustainable when describing their organic or local products. Because these words are still fairly new concepts in the modern food and retail world, consumers are still slightly unaware of their exact definition, and what it specifically means when the item is labeled with it.
How We Can Correct This Confusion
First there is no right or wrong answer to what messaging works best. All food is a lifestyle choice. We as producers and food marketers must learn to tell our stories and connect with consumers. We have a responsibility to dispel consumer misconceptions and confusion, and reinforce awareness through education.
Educate your consumers, be transparent about your products and growing operations and authentically share your company story. In fact, consumers today are increasingly demanding more information about the foods they consume and the products they buy. If you’re an organic company that ships nationally, be honest about it; consumers will appreciate it.
We’d love to hear your truth and how you tell your story. Not sure how to start telling your story or worried you’ll lose consumers if you do? Drop us an email or give us a call, we can help.
Written by Alison Eiler
Marketing Coordinator
Alison@FullTiltMarketing.net
