Organic Processing Vo1.5 #5

Limited Agricultural Data

An additional issue is the dearth of technical research on organic agricultural practices. Although agrochemical companies have funded research at universities for many years, there has been little funding for research on organic agriculture.

Despite the lack of financial support for organic agricultural research, a number of universities now offer degree and certificate programs in organic agriculture. Also, with a dramatic increase in organic research-related funding provided in the 2008 Farm Bill, there is reason for optimism. However, an increase in funding may not be sufficient to compare with the work funded by large chemical companies and to overcome structural barriers that exist to communicating up-to-date technical information on organic to those who need it.

Strengths: Supportive Organizations Opportunities: New Farm Bill

THREATS

Threats are defined as external conditions that could damage performance or growth. While these things may be out of the organic industry’s control, it is wise to be aware of these threats and take steps to minimize any possible negative effects. Interviewees mentioned threats ranging from global trade and supply issues to competing eco-claims and orchestrated attacks from biotech companies.

Competing Labels

With the rise of shoppers interested in buying “green,” it seems like new eco-labels, or other ethically driven labels, are popping up every day. As a result, consumers are suffering from an information and product choice overload. This situation has the potential to result in “consumer shutdown,” whereby even consumers known to have a strong desire for and tolerance of information feel overwhelmed and lose interest in distinguishing between different products. In this context, organic risks becoming just another label.

A similar type of threat can be seen in the competition between organic and local products. The organic industry needs to work harder to both educate consumers about the unique benefits that purchasing organic products has to offer and to communicate that organic and local are in many ways compatible in their goals to promote a sustainable food system.