OTA and Organic Voices Launch Voluntary Check-Off Program

By Melody Meyer

Last spring, the USDA unexpectedly terminated the rulemaking process that would have established an Organic Research and Promotion Program or Check-Off.

The halt of the program shocked many because the program could have generated close to $30 million annually and provided funding for organic research, technical assistance for new organic farmers while educating consumers on the meaning of organic.

Although the program was met with some resistance, many in the industry still believe promotional funding is critically needed to grow and protect organic agriculture in the US.

Now, organic businesses are coming together with solutions that will bring key benefits to the organic sector.  The Organic Trade Association has partnered with Organic Voices on a coordinated national marketing effort, designed to achieve significantly greater organic food consumption, loyalty and continued growth.

The plan is to develop a voluntary check-off program that builds off the work of the original USDA proposal. It will bring together the USDA’s initiative-based campaign and the Organic Voices messaging initiative in a program called “GRO” (Generate Results and Opportunity for Organic).

The initial goals of the program are to educate consumers about what organic is, its benefits and how to distinguish organic from other claims and unregulated seals like “natural” and “Non-GMO”. The overall cost for the program is a minimum of one million dollars for each of the next two years.

Additional components of the plan include partnering with NMI on consumer research that will help develop consumer insights that support all organic market segments.  The cost for this consumer research is approximately $325,000 for one year.

In partnership with The Organic Center, GRO will develop a powerful portfolio of soil health and climate change research that delivers undisputable proof points on the positive impacts of organic. Through collaborations with leading research institutions like Harvard University and the University of California at Berkley, they have a hit list of projects that will fill vital gaps in knowledge and meet essential needs for on-farm solutions. The goal for the campaign is to raise a minimum of $100,000 in year one.

Imagine technical specialists on the ground in every state working with transitioning and existing organic farmers in partnership with the Natural Resources Conservation Service and regional farming organizations, GRO wants to fund organic specialists across the country. There are only two extension specialists in the entire US right now, and it would not take a big investment to double that number to four. The goal for the campaign is to raise a minimum of $100,000 in year one.

Is an Organic Research and Promotion Program for everyone? The critical word here is voluntary. If you want to be involved in this initiative contact Tessa Young (tyoung@ota.com).