Food Alliance, Environmental Defense broaden eco-label reach

PORTLAND, Ore.-The Food Alliance here announced its partnership in mid-April with Environmental Defense, New York, to broaden its branded eco-label program. "This presents an opportunity for us to reach broader consumer groups," said Jonathan Moscatello, agriculture program manager for The Food Alliance, a non-profit organization serving as a go-between for farmers and ranchers practicing sustainable agriculture and retailers selling such products.

Both organizations intend to expand the marketing program nationally, beyond its regional presence in farmers' markets and high-end Thriftway supermarkets in the Northwest.

Top on Environmental Defense's partnership agenda is to bring its "climatefriendly" initiative to retailers and consumers, according to Zach Willey, Environmental Defense economist.

"The way we see it is the more choices consumers have, the better," said Willey, adding the carbon reduction program would work best in urban grocery stores where consumers tend to demand "this kind of thing that would make a difference."

"We would like to see some kind of climate friendly tag in addition to other labels (being offered by The Food Alliance)," he said.

Approximately 500 Northwest-area farmers, primarily in the grain business, practice "climate-friendly"' agriculture, said Willey. One ofthe more common technologies used in climate-friendly agriculture is to replace soil tilling with seed penetration systems to reduce carbon emissions caused by tilling.

Seed grains used in breads are the only climate-friendly food ingredient available on the market, so Willey said he foresees bakery chains or in-store bakeries as the "most likely pilot program in 2002."

He said the TFA partnership will also enable Environmental Defense to reach a broader base of suppliers with their climate friendly initiative, ranging from apple orchardists to cattlemen, both of whom have expressed interest in the program.

Farmers committed to atmospheric carbon reduction are awarded carbon credits, which can then be sold to large corporations, primarily in the energy and fossil fuels business, who want to lower overall carbon emissions but do not want to make otherwise sizable emission reduction investments, said Willey.

Approximately $100 million worth of carbon trade has taken place in the past three years, he added.

While the program has no federal oversight, Oregon state has a private third-party audit program in place, said Willey.

Consumer preference for eco-friendly foods is a proven selling point, Willey said. The partnership would encourage more farmers to adopt sustainable agricultural practices by providing retail market incentive, he added.

"Farmers and ranchers face a recurring squeeze between low-market prices and rising costs of production," stated Willey in the non-profit organization's prepared statement. "Food Alliance labeling gives them a way to maintain and even expand market share, in some cases at better market prices."

Charles Keller, produce director for Unified Western Grocers, Commerce, Calif., said the distributorship picked up TFA-certified produce three years ago to signify the company's commitment to the environment. "It is a marketing technique to show we are environmentally concerned," he said.

"It is definitely less expensive than organics, but not a lot more expensive than conventional (foods)," he said.

For this reason, he cited college students as an ideal target market. "TFA or eco-labels show a commitment to sustainable agriculture... they give you that kind of fuzzy warm feeling," he said.

"Eco-labels are both an opportunity and a potential concern," warned Holly Givens, communications director for the Organic Trade Association, Greenfield, Mass. "In some cases, consumers will not know what they are getting.. there needs to be an education of what they mean."

Gale Lasko, director of operations for the six Lamb's Thriftway stores in the greater Portland, Ore. area, said he displays TFAcertified produce beside organic and conventional produce. "It sells better mixed in when it is identified with stickers and pointof-sale materials," he said.

Lasko, who sits on TFA's board ofdirectors, said he would prefer to see Environmental Defense's climate-friendly initiative incorporated into the TFA certification rather than add a different label to the product mix.

The Food Alliance cooperates with retailers and farmers' markets by accepting an annual $250 membership fee and a commitment to buy from TFA-certified sustainable suppliers in exchange for point-of-sale materials and general marketing and educational support.

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