Eco-Labels: What's in a Name?

Now more than ever, consumers are interested in health and safety information, particularly where it concerns their diet. A 1989 Roper poll discovered that people looked to food labels more than any other source -- including newspapers, TV, magazines, cookbooks, ads, and other people -- for information on food and nutrition. In 1994, "The Hartman Report: Food and the Environment, A Consumer's Perspective" demonstrated that 52% of consumers are willing to buy environmentally friendly products. In recent years, consumers' interests have expanded to include the impacts of food production on the environment: how and where the food was grown, as well as how it's packaged. Now, "green food labels" or "eco-labels" are positioned alongside the "certified organic" sector.

Eco-labels are information tags which tell consumers about production practices, such as "shade grown coffee" or "watershed safe," which are not specifically included in the definition of organic. They may also inform about labor conditions, biodiversity preservation, farm size and locality, or beneficial impact on specific species, such as shrimp that has been "Turtle-Safe Certified." Unlike organic products which are certified by state or private certifiers, these labels are usually awarded to farmers by a public or private nonprofit that has created a set of standards. We consider certified organic to be the first eco-label that made a mark in the market.

While the organic food and fiber communities work towards a unifying federal standard, fledgling eco-labels differ widely, crossing a wide range of products with varying criteria for environmental soundness and other differentiating factors. This diversity provides an opportunity for consumers to expand their support for alternative food production practices. At this point, there is no federal or independent oversight on the verification of eco-label claims, making the labels and organizations self-policing for the most part. If consumers are curious or concerned about claims made on an eco-label product, the best course of action is to ask to see the sponsoring organization's materials, especially as to how claims are verified. This "transparency" is a critical part of the integrity of any eco-label. "The success of eco-labels hinges on the consumers' trust that they actually receive that which they seek by their purchase," says Michael Dimock, president of Community Alliance With Family Farmers.

An eco-label that focuses on water quality and impact on species habitat is "Salmon Safe," a project of The Pacific Rivers Council in Portland, Oregon. The label signifies a farmer's commitment to protect local streams and rivers and restore habitat for native salmon. The project includes 50 farmers from California to Washington State. "Salmon Safe" now appears on 200 food and beverage products from the region, including rice, fresh fruits and vegetables, juices and wines.

On the East Coast, a unique partnership between the New York City Department of Environmental Protection and Catskill watershed farmers created the "Catskill Family Farms" label, managed by the Watershed Agriculture Program (see "A Tale of Two Watersheds," The Green Guide #59). This program now labels fruit and vegetables, dairy and livestock, from farmers dedicated to protecting and preserving a high-quality drinking water source.

"CORE Values Northeast" (CVN) is also the result of a partnership, this one between apple farmers and Mothers & Others for a Livable Planet. Now in its third year, CVN includes 24 regional farmers in six states, with distribution in farmers' markets, supermarkets and public schools. CVN encourages biologically- rather than chemically-based orchard management, secures markets for participating apple growers, and educates the public. The growers submit a detailed farm plan and undergo a farm inspection and full review by a certification committee.

Deborah Kane, executive director of Portland, Oregon's The Food Alliance, says, "When you set out to evaluate elements of sustainable agriculture, you have to include farm labor conditions." The "Food Alliance Approved" seal, which appears on 80 different varieties of Northwest fruits and vegetables, signifies that the farm provides safe and fair working conditions, reduces pesticide use, and conserves soil and water.

At a recent conference in Portland sponsored by The Food Alliance, sustainable agriculture activists came together to discuss how eco-labeling can stimulate change on farms, in consumer concern, and in the marketplace. Central to the conference were discussions of how certified organic and ecolabels can co-exist and share the green food dollar of the environmentally-minded customer.

Several key elements for a successful eco-label were agreed upon. An engaging logo, program verification and community support create the framework, but consumer education is the determining force. In fact, more public education may be required to support sustainable agriculture than has been necessary with organic farming and labeling, since sustainable agriculture encompasses a broader range. According to David Granatstein, the sustainable agriculture coordinator for Washington State University, "We can determine that farmers are adopting practices that make them more sustainable, such as controlling soil erosion, maintaining habitat for wild species, or improving working conditions. In the process of understanding these labels, consumers have an opportunity to become better informed about agriculture and the environment."