The Growth of The Food Alliance

Deborah Kane

The Food Alliance (TFA) is a coalition of farmers, consumers, scientists, grocers, processors, distributors, farm worker representatives and environmentalists working together to ensure that our children and our grandchildren have "Good Food for a Healthy Future." TFA’s mission is to promote expanded use of sustainable agricultural practices using market-based incentives.

How we choose to produce food impacts every aspect of our lives: not just what we eat, but the water we drink, the air we breathe, and the health of our communities. Many innovative farmers have begun to change the way they produce food. These farmers have made a commitment to protecting clean drinking water, conserving soil, reducing pesticide use, preserving open space and strengthening rural communities.

Farmers who practice sustainable agriculture are leading the trend toward more environmentally friendly and socially responsible farming. The Food Alliance endorses these agricultural leaders and allows their products to carry our seal of approval: Food Alliance-Approved. Much like the Good Housekeeping seal of approval, TFA’s seal provides third party verification, approving farmers who: 1) Reduce or eliminate pesticides, 2) Conserve soil and water resources, 3) Provide safe and fair working conditions.

The Food Alliance got its start endorsing fruit and vegetable producers and we have been building momentum ever since. From artichokes to zucchini, well over 80 different varieties of fresh and frozen fruits and vegetables are now marketed with the Food Alliance-Approved seal. To increase the variety of Food Alliance-Approved products, we are also developing both livestock and dairy standards. Our livestock program will be ready for implementation by mid-2000, and TFA’s new dairy standards should be written and ready for implementation by the end of the year 2000.

Ours has always largely been a ‘pull’ strategy – we want informed and motivated consumers to ‘pull’ Food Alliance-Approved products through the food system. This year we enjoyed tremendous success in generating demand for Food Alliance-Approved products, from retailers, distributors, and consumers alike.

In April 1999, TFA partnered with Northwest retailers to launch a "Look for the Food Alliance-Approved Seal When You Shop" campaign. Grocery stores helped us by handing out recipe cards, coupons, and informational literature to their shoppers. Stores were adorned with TFA banners and colorful signs. By far our most successful campaign featured whimsical television and print advertisements. Copy for the ads read: "If you are eating produce with this sticker, it means you are helping the earth…It also means you should’ve removed the sticker." Television spots repeated the ‘sticker’ theme and before long we were known as ‘that sticker organization,’ a great step toward building name recognition.

TFA’s 1999 Earth Day campaign resulted in a seven-fold increase in sales, and consumer awareness of our program shot up from less than 5% to over 20% after a few short months of promotional activity. Today, Food Alliance-Approved products are available at over 500 Northwest retail outlets. At roadside stands, farmers markets, u-picks, restaurants and grocery stores, consumers now know to seek out Food Alliance-Approved.

Expanding the types of products we approve and increasing the number and variety of outlets which offer Food Alliance-Approved products creates myriad opportunities for collaboration. Partnering with organizations and agencies with which we share a common goal – whether to increase consumer knowledge or promote sustainable agriculture in the marketplace – has enriched our programs and broadened our impact across the region.

For example, The Food Alliance has partnered with Mothers & Others for a Livable Planet, the Rural Advancement Foundation International (RAFI) and the Southern Sustainable Agriculture Working Group (SSAWG) on a project called Greener Fields: Signposts for Successful Sustainable Labels. Together we are researching ways to strengthen the effectiveness of sustainable agriculture labeling initiatives, and sharing success stories of how increased consumer knowledge and marketing of sustainably produced products can serve as catalysts for community building as well as increased conservation of vital natural resources.

As a result of the work described above, The Food Alliance has also created a model for labeling the products of sustainable agriculture that can be easily replicated in other parts of the country. In response to interest from other regions, we are currently exploring national partnerships to expand the impact and scope of our program. Funding for the work of The Food Alliance has been provided by The Bullitt Foundation, EPA Region 10, Foundation for Deep Ecology, W. K. Kellogg Foundation, Merck Family Fund, Meyer Memorial Trust, Natural Resource Conservation Service (NRCS), Rogue Wave Foundation, Rose Tucker Charitable Trust, and numerous individual supporters.

Deborah Kane
Executive Director The Food Alliance
1829 NE Alberta, Suite 5
Portland, OR 97211
Tel. (503) 493-1066
info@thefoodalliance.org
www.thefoodalliance.org

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