For years the U.S. Department of Agriculture (USDA) has imposed strict rules for labeling certified organic food. When it comes to organic personal care products, however, the USDA has slacked.
For example, if your company makes organic jam, your product must comply with National Organic Program standards to be labeled "organic." On the flip side, if your company produces organic shampoo your product can contain a couple of token organic ingredient, plus even questionable ingredients like parabens, and still be labeled "organic."
What's the Big Deal About Non-Certification?
Many consumers find it complicated to understand products that are USDA certified organic vs. products that aren't properly labeled. Plus, if your product isn't really certified organic, it's not fair to make consumers pay premium organic prices.
Additionally, shoddy organic labeling practices look 100% unprofessional and shatters consumer trust in your company and the National Organic Program. Not the best way to get folks to buy more organic products, is it?
The Organic Consumers Association (OCA), a consumer advocacy group, launched the Coming Clean Campaign in an effort to force the USDA to take a closer look at organic personal care products. Thus far though, the USDA has ignored complaints from the OCA, and other consumer groups, about mislabeled organic body care. The USDA claims that body care, even body care made with agricultural ingredients, are exempt from organic certification policy.
Whole Foods Joins the Fight
Whole Foods Market recently announced that if the USDA won't crack down on fake organic body care they will. As of June 11, 2011, Whole Foods is requiring all organic personal care products sold in their U.S. stores to be certified organic. These guidelines will require many Whole Foods suppliers to become officially certified, change their labels, and reformulate their products to comply with NOP guidelines.
I'm behind the Whole Foods decision. From a consumer perspective, it's frustrating that the USDA could apparently care less about certifying organic body care. It's great that Whole Foods stepped up to deal with the labeling issue.
From an industry point of view, it will take more work to certify body care, but it makes sense to uphold organic product certification policy across the board. Everyone will benefit in the long run. Consumers can shop for organics confidently and processors and retailers of organic products will reap the rewards of consumer satisfaction.
Many companies, farmers and other folks have worked hard to build consumer trust in the National Organic Program and it seems ridiculous that poorly labeled personal care products are washing that trust down the drain.
What do you think about the Whole Foods decision? Great idea? Or is it a waste of time to certify organic personal care products?
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