January/
February 2010
Volume 7
Number 1
TABLE OF CONTENTS 26 Cover Growing Your Brand Organically: Expand Your Customer Relationships (and Increase Sales) Through Vision-Driven New Product Development By Mark Crowell, CRC
34
Dialogue
The Organic Trade Association:
25 Years of Moving the Organic
Industry Forward
Past and Present OTA Leaders Celebrate Victories
and Discuss Future Challenges and Opportunities
42
COLUMNS
10 Managing
Non-GMO Update:
Verification Program Reaching Critical Mass
By Ken Roseboro
16 Ingredients
Filling Up on Fiber
By Melissa Althen
20 Processing
Reducing the Impact of Plastic Packaging:
New Scorecard Helps Drive Innovation
By Tim Greiner and Tara Gallagher
Enterprise
The Universe Wants These Crackers:
Mary’s Gone Crackers’ Story of
Perseverance
By Kat Schuett
DEPARTMENTS
6 Signature
8 Details: Special Report
50 Marketplace
50 Advertisers Index
EDITORIAL
ADVISORY BOARD
Bob Anderson
President
Sustainable Strategies
Bena Burda
President
Maggie’s Functional Organics
Christine Bushway
Executive Director
Organic Trade Association
Will Daniels
VP of Quality, Food Safety
& Organic Integrity
Earthbound Farm
Kim Burton Dietz
Human Resource & Regulatory
Compliance Manager
Smucker Quality Beverages
Harvey Hartman
Chairman and CEO
Hartman Group
Nancy Hirshberg
VP of Natural Resources
Stonyfield Farm
Tim Kapsner
Senior Chemist
Aveda
Grace Marroquin
President
Marroquin Organic International
Joe Montecalvo, Ph.D.
Professor, Food Science
California Polytechnic
State University
Mary C. Mulry, Ph.D.
Food Wise, Inc.
Kevin O’Rell
Sr. VP, Operations: R&D
Healthy Food Holdings
Howard-Yana Shapiro
VP of Agriculture & Global
Director of External Research
Seeds of Change/Mars Inc.
Arran Stephens
President
Nature’s Path
Jessica Walden
Technical Specialist
QAI
Bill Wolf
President
Wolf, DiMatteo + Associates
