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De-Commoditizing Farmed Food Through Sustainability

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Presentation about the identity and branding of Earthbound Farm's organic food, and their relationship with sustainability in helping remove their products' commodity status.

Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com

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De-Commoditizing Farmed Food Through Sustainability

  1. 1. De-Commoditizing Products Through Sustainability Samantha Cabaluna Earthbound Farm
  2. 2. 1984: Learning on the Job Earthbound Farm started 24 years ago, with 2½ acres and a roadside stand in the beautiful Carmel Valley.
  3. 3. Earthbound Farm Today • Largest grower of organic produce in the world • Producing more than 150 million pounds of specialty salad annually • Products available in 8 out of 10 grocery stores in the US and in all 50 states • More than 100 organic salads, fruits, vegetables, dried fruit and juices
  4. 4. • Earthbound Farm’s organic produce is grown on 40,000 crop acres, comprising 150 organic farmers. • Our smallest farm is a 5-acre radicchio farm in San Benito County. • Our largest farm is a 680 acre farm in south Monterey County that's growing celery, romaine, broccoli and spring mix. • We have been able to provide profitable access to a wide variety of markets for our organic growers of all sizes and we're proud of that accomplishment.
  5. 5. • In 2008 alone, Earthbound Farm’s organic farming on 40,000 acres will: – Avoid the use of 12.8 million pounds of conventional agricultural chemicals – Conserve 2,000,000 gallons of petroleum by not using synthetic fertilizers – Sequester enough CO2 to equal taking more than 7,700 cars off the road
  6. 6. We Know Organic is Not Enough • Biodiesel plant produces American-made fuel for our growers’ trucks and farm equipment • Tree planting • Energy & water conservation • Working on reducing use of virgin materials by using post-consumer waste in retail packaging, shipping materials, and biofuels.
  7. 7. Under-Promise & Over-Deliver • 83% of consumers say they’re more likely to buy products that are promoted as green • Just 2% say it doesn’t make a difference • The Six Sins of Greenwashing 1. Sin of the Hidden Trade-Off 2. Sin of No Proof 3. Sin of Vagueness 4. Sin of Irrelevance 5. Sin of Fibbing 6. Sin of Lesser of Two Evils
  8. 8. Sustainability is a practice, not an achievement Thank you Samantha Cabaluna samantha@ebfarm.com