1. Organic Markets Podcast Outline

2. Organic? +Perception vs. Reality +What really is ‘Organic’? +Industrial Organic Cascadian Farm +Local Organic Farmer John +Organic Markets, like whole foods, typically stock industrial organic products

3. +How did the organic industry arise? Movements ٭The industrial revolution and the health movements have both contributed to altering the system Demand Desire for Profit +Example: Cascadian Farm Show how example follows pattern Origins of Industrial Organic

4. Hub +Organic markets provide a hub to buy organic foods +Example: Whole Foods Demographic ٭Attracted by image/ décor/labels/advertising Products ٭Technology behind the growth, harvest, and distribution ٭Organic certification process

5. The Government +FDA and USDA Certifications +The creation of organic definitions and certifications +Is organic a marketing tool being promoted by the government, but not actually better? +Laws supporting and forbidding organic agriculture

6. Economic context +How did organic become viable in the current world? +Organic markets provide jobs +Advertising organic products +The consumer demand for organic products +Organic sales in the Charlottesville area – local Whole Foods

7. Farming or Marketing? +Industrial organic philosophies +Whole Foods philosophies +Customer’s philosophies conflicts between industrial organic and local organic?

8. Implications +Benefits Healthier foods Chemical Free Customer Convenience Provides Jobs +Drawbacks Industrial organic affects the land ٭Over tilling Not always better than conventional foods Compromise original definition of organic

9. Challenges +Challenges Providing information to customers that describes exactly what they are buying Deciding between Local and Industrial organic ٭Does industrial organic defeat purpose of organic? Establishing a relationship between the farmers and the markets. Making organic sustainable

10. What is at Stake? +Progress – in what direction are organic markets going? Marriage between genetics and organics True organics +Viewer Reaction: What do consumers think they are buying with organic? okay with big organic thought they were buying something else