| This profile is part of "Sustainable Agriculture... Continuing to Grow", a publication developed to present some of the excellent sustainable agriculture research and education work done by universities, nonprofit organizations and other institutions in the Western Region over the past twelve years. Additional profiles and abstracts will be posted weekly, with links provided in the Table of Contents. |
Greener Fields: Signposts for Successful Sustainable Labels
Theresa Steig
An increasing number of growers, ranchers and family farmers are using sustainable growing practices to assist them in reducing pesticide use, conserving water and soil, and increasing the biodiversity in their region. These same growers, ranchers and family farmers are often looking to the marketplace for recognition of these practices and some economic return for their efforts. Eco-labels and "farm branding" with environmental messages can both differentiate products and make the case for a premium price.
Greener Fields is a joint project of four organizations: the Rural Advancement Foundation International (RAFI), the Southern Sustainable Agriculture Working Group (SSAWG), Mothers & Others for a Livable Planet, and The Food Alliance (TFA).
The goal of the Greener Fields project is to accelerate efforts to create market identity and incentives for sustainable agriculture products. The project is participatory in design and includes discussion forums, a study of Western European marketing initiatives, a consumer behavior study, a survey of existing labeling programs, and a survey of organic industry leaders. In its final report, due in Summer 2000, the Greener Fields Project will explore:
• how eco-labels can address the multiple goals of sustainable agriculture and increase the demand for these products,
• how label programs can assure that farmers get a higher return,
• what market barriers need to be overcome for label programs to be successful, and
• how label programs can both protect local food security and harmonize with other eco-labels worldwide.
The initial results of the Greener Fields research, as presented at the March 2000 Western SARE conference, focus on a survey of over 50 existing labeling programs, a study of Western European marketing initiatives, and consumer behavior studies.
Theresa Steig
Greener Fields Project
c/o 5241 12th Ave NE
Seattle, WA 98105
Tel: (206) 524-5302
tfsteig@aol.com
The work to create this publication was sponsored by the Western Sustainable Agriculture Research and Education (Western SARE) program. Western SARE is an effort of the U.S. Department of Agriculture. Since 1988 through federal fiscal 2000, the U.S. Congress has allocated more than $114.6 million to the federal SARE effort; Western SARE has received $26 million. The Western region includes Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, New Mexico, Oregon, Utah, Washington, Wyoming and the Island Protectorates of American Samoa, Guam, Micronesia and the Northern Mariana Islands.