Cultivating Ideas
The December 2001/ January 2002 issue of Ethical Consumer (EC) magazine contains a two-page feature on the organic movement. Jonathan Atkinson traces it from its early origins to current major role in determining the nature of modern farming.
The Soil Association (SA) was founded in 1946 by a group of individuals concerned primarily with the health implications of modern farming techniques. In addition to restoring soil fertility, the SA sought to protect wildlife, the countryside and also, interestingly, the welfare of farm animals. From the beginning, its aim was to
target consumer opinion, broadening shoppers’ knowledge of organic farming methods, while at the same time conducting scientific research into refining these techniques.
In the article, Atkinson asks what lessons campaigners can draw from the way the organic movement has propagated its ideas. For its founders there was no compromise, just a right way and a wrong way to farm. Instead of trying to reform conventional farming they worked passionately for a new agricultural system, and
in the end it has been the farming industry and the retail sector that have come over to organic.
Firstly, patience is a virtue! Market shares for organic food were negligible for the first 25 years or so of the labelling scheme. This is a long time for campaigners to keep faith with little reward, and an indication of just how long companies can hold out.
The second lesson is that you don’t need joint initiatives with industry to succeed. The EU eco-labelling scheme, with a broad base of participants, failed to even reach agreement on standards for many key products. The core organic standards were set exclusively by campaigners who were prepared to walk away from any lesser offers.
The article concludes that the organisational structure of the Soil Association, as a registered charity and membership organisation, has probably been crucial in maintaining public trust. Although the SA earns a significant income from producers ‘independently monitored’ by its own inspectors, its forthright stance
means that no-one really doubts their integrity. This contrasts with the low public confidence in, for example, the verification of garment and footwear' factories by independent but profit-seeking firms.
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