1. Il mercato biologico nella trappola della sostenibilità?
Il biologico fra produttivita e sostenibilità
Il mercato biologico nella trappola della sostenibilità?
Consorzio il Biologico Bologna, SANA,
Gerald A. Herrmann Director, Organic Services GmbH 1

2. The Principles of Organic Farming

3. Definition of Organic Agriculture
Organic agriculture is a production system that sustains the health of soils, ecosystems and people. It relies on ecological processes, biodiversity and cycles adapted to local conditions, rather than the use of inputs with adverse effects. Organic agriculture combines tradition, innovation and science to benefit the shared environment and promote fair relationships and a good quality of life for all involved.

4. Dimensions of Sustainability

5. Does the consumer understand the organic definition?
The organic message?
Does the consumer understand the organic definition?
No!
The message is too complex to understand the multifaceted benefits organic is delivering
Yes! When kept simple: there is at least one organic logo…

6. Competing with ‘single’ focus programmes
Complex, regulated, “harmonized”
Simpler message, not regulated
Plus thousands of additional organizations’ and companies’ label

7. Criteria for purchasing food
No prophylactic use of antibiotics
Taste
Animal husbandry
Freshness, ripeness
Health aspect
Price – benefit ratio
No synthetic pesticides
Source: Ökobarometer 2003
… and where is organic?

8. Criteria for purchasing food
Source: Ökobarometer 2003
… and where is organic?

9. Importance of additional label information
Importance of additional information on organic products’ labels
Which additional information is important for you?
(only persons who are currently buying organic products)
Identification of regional provenience
Fair Trade
Identification of sustainable production
Animal friendly
Positive climate assessment
No opinion
Source: BMELV, Ökobarometer: 2012

10. Challenging communication
It is challenging to communicate the complex message of organic, including so many aspects: soil, feeding and free range of animals, no pesticides, food miles, social, traceability, low number of additives etc.
It is comparably easy and simple to advocate for one (or a reduced number) strong aspect of sustainability.

11. Will „sustainable“ last?
Consumers have a vague understanding of sustainability only – they do not cope with its complexity!
The ‘market’ and companies are using this confusion to their benefit by
using single or only few sustainability criteria
‘greenwashing’ leading to an erosion in credibility of sustainable claims
will sustainability last for long?
will sustainability help organic or on the contrary reduce its credibility and market standing?

12. Two options for organic
Penetrate the organic message. The organic claim is only complemented by other arguments. Communication can be kept simple!
Organic
Biodiversity
Carbon neutral
Water
footprint
Green
building
Social
Sustainable
Most probable a good strategy for brand companies!

13. Two options for organic
Organic and sustainable are equally important, respectively organic is even a subset of sustainability.
Thus, the organic company differentiates itself from other (non-sustainable) companies and from non-organic companies claiming to be sustainable.
This may however backlash: the organic message may get lost!
Communication is complex and tricky!
Sustainability
organic

14. Organic must penetrate its core message, values and benefits!
My personal opinion
Organic must penetrate its core message, values and benefits!
Communication must be simple!
Organic must become more sustainable:
Organic must close its loopholes, respectively its weak points regarding organic principles and its sustainability
If not, organic will drown in the big sea of sustainability!