chase soy products without hexane
with any degree of certainty is to buy
organic.
What’s Next?
The presence of toxins in the food
system has been known for years, however, the significance has yet to be realized by the greater public. People
know that pesticides are used in farming—that stirs little concern outside of
the learned few. However, once consumers begin to fully understand the
impact of pesticides—especially on infant and child development—we can
expect a shift, not only in perception,
but also in behavior.
The Age of Toxic Anxiety is upon
us. This is not a situation to passively
wait for a shift to occur. It’s happening
with or without you. Thought leaders
in organic have the edge—knowledge
that empowers and engenders consumer trust and loyalty.
The organic industry has the opportunity—and responsibility—to become
much more relevant. Anything that can be done to support the existing advocates
of the reduction of toxins and create awareness will mean one more child not
being exposed.
The role of leaders in organic is to responsibly guide consumers to healthy
choices, be more forthright with what is known regarding conventional production and prevent less responsible forces from distorting the truth. o
About the Writer
Kevin Williams is the principal brand strategist for Pure Branding ( www.purebranding.com),
a leading consultancy dedicated to brand strategy for companies in the natural products industry
with clients that have included Gaia Herbs, Traditional Medicinals, Aura Cacia, Organic India, Vitamin Angels and Dr. Hauschka Skin Care.
Pure Branding recently worked on a project for a nonprofit that advocates for the reduction of
toxins and the experience has been eye opening. Due in part to this, Williams has been down a toxicological rabbit
hole of mind-boggling interviews, provocative reading and unsettling discoveries. With each discovery, the mounting need to relay this evidence has become clear.
Williams first experienced the negative effects of toxins when his then three-year-old daughter, Sophie, began to
display the symptoms of a neurological disorder. Initially thought to be autism, multiple sclerosis or a tumor, it was
later discovered she had a heightened sensitivity to environmental toxins found in our food. An organic diet was a
significant factor in her recovery. The vision of organic and toxin-free living is the very inspiration for organic
brands, and as we help lead the food revolution, we also usher in a new era of industrial responsibility that will
benefit everyone young and old. You can reach Williams at kevin@purebranding.com.
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