Landmark conference on eco-labels at tufts university - Medical Anthropology

Townsend Letter for Doctors and Patients, Feb-March, 2003 by Tim Batchelder

Today, a casual stroll down any supermarket or drugstore aisle makes visible the exploding demand for environmentally-based products, called variously "eco-products," "natural products," "wellness products" or many other names. Clever marketers are capitalizing on this fast growing niche by claiming their products are "green," "natural" or otherwise better for your health and that of our planet. But where is the science behind these claims? A deeper look reveals that it is somewhat lacking. The eco-product industry did a decent job of policing itself, but as it grows this is becoming increasingly difficult. As a result, in October, 2002, the USDA stepped in and has rolled out its own organic standards, which combine 44 different organic certification programs across the country into one government controlled label. One of three different labels may decorate your organic item: 100% organic, organic (95%), and made with organic ingredients (less than 95% organic content). To help clear up the confusion and bett er understand the meaning of the new standard, a landmark conference on eco-labels was held at Tufts University, on November 6-9, 2002, through their prestigious Gerald J. and Dorothy R. Friedman School of Nutrition Science and Policy.

The Science Behind the Claims

People want environmentally clean products for a variety of reasons but none more compelling than the significher, certain high demand health goals such as the desire to lose weight (92.7 million people by 2005) will be powerful drivers.

The USDA Steps into the Game

Government regulation of eco-labels will be an increasingly important trend for both consumers and producers using eco-products. According to The Eco-foods Guide by Cynthia Barstow eco-labeling began in Germany with the Blue Angel seal in the late 1970s which awarded environmental excellence in various products. Scandinavia's Nordic Swan, Canada's Environmental Choice, Japan's Ecomark and the US Green Seal are all additional seals that came and went.

Jane Early of the Consultancy on Agricultural Biotechnology; International Trade and Environmental Policy, notes that the World Trade Organization is trying to clarify eco-labels internationally. For example, a proposed EU regulation will require labeling and traceability of products with GMO content exceeding 0.5%. Ultimately the WTO will determine the outcome of the GMO debate and the US will be forced to comply with its resolutions which will dramatically affect the use of eco-labels.

The Codex Alimentarius (in which food regulators have been debating international standards for labeling and traceability of GMO foods) can provide a legal template for any kind of label including eco-products, Early notes. The International Organization for Standardization has done so for its ISO 9000 and 14000 labels which address quality management and environmental management. However, Early adds that ISO 14001 has gotten little attention from the eco-product industry but is used in other countries such as New Zealand, Australia, Sweden, and Canada.

Another poorly understood but important standard globally is IPM or integrated pest management which was developed at Cornell and is described as "a scientific approach to organic" since many natural pesticides used by organic farmers like Rotenone and Pyrethrum are just as toxic as synthetic ones. IPM uses synthetic pesticides only when necessary and only uses those that are least toxic, according to EPA criteria.

David Conner (Cornell University) notes that organic is moving from a movement to an industry and from a product to a commodity, and worries that the spirit of organic may not be retained. He notes that the original draft of the NOP standard released in 1997 met with great resistance from consumer and producer groups due to inclusion of the big three: GMOs, biosolids and irradiation. He adds that the new NOP is better but doesn't track transportation (distance a product is shipped) and social justice issues.

Leading Companies

Many examples of companies making the most of new government support and regulation of eco-labels exist in the eco-products marketplace, with valuable lessons for all businesses. Here are some examples from the conference:

* Rainforest Alliance: This organization markets and certifies many eco-products including shade-grown coffee, bananas (through Chiquita brand), cocoa and others that have a powerful impact on protecting ecosystems and human health.

* Equal Exchange: This coffee cooperative has achieved profitability while maintaining solid environmental values in their line.

* Wild Oats: This well known retail outlet for eco-products emphasizes the importance of providing high quality customer information. According to spokesperson Mary Mulry, they are "more like REI" than Stop and Shop. Wild Oats works with groups like the Union of Concerned Scientists on various issues and perform extensive research on products since they are often in the role of "gatekeeper." Wild Oats has also found that concern over drug safety is an important driver for sales. According to Mulry, at Wild Oats there was a 30% increase in sales of dietary supplements when the hormone replacement therapy scare occurred.