Organic "Outlaws:" Boycott the "Big 7"
Sunday, October 8, 2006 at 10:03AM
Thomas Clifford

I thought I was making a difference.  But now, it's just too hard to know.

Loopholes in organic labeling are making it nearly impossible to buy real organic food. 

(photo)                                  How pathetic.189515973_0750e87ae2_m.jpg                   

Horizon and Aurora are two of the largest "organic" companies today...or so they claim.  These companies supply "organic private label" brands to Wild Oats, Costco, Safeway and others. 

You know the brands--Silk, Nature's Promise and White Wave.  And there's more brands...lots more.  Everybody is jumping on the "organic" brandwagon.

Well, here's the rub...according to the Organic Consumers Association, these companies often use animal feed that is conventional, their livestock is confined with little access to pasture and their farming practices often do not meet organic standards.

What does one do? 

I, for one, will not purchase these products until these companies, and others like them, change their practice and meet the organic standards through indpendent third party examinations.  I encourage everyone to do the same.

The Horizon and Aurora "story" was good for a while.  People felt good about the brand.  I did.  Maybe you did, too.  I felt I was making a difference.  We bought the brand.

And good branding makes one feel good.  It's that simple. 

But their story was not authentic.  These company values were not aligned with their individual values.  Hence, a broken brand has been created.  Fixing a broken brand is a tough road. I still making a difference?  

I think so.  Why? 

Because there are other organic companies with authentic stories to tell.  Those stories will have values that will create a brand that is in alignment with my values, and yours.

"Director" Tom

...Authentic Corporate-Image Filmmaker


Article originally appeared on B2B Copywriter | Hartford, CT (
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