de-commoditizing farmed food through sustainability
DESCRIPTION
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.comTRANSCRIPT
De-Commoditizing Products Through Sustainability
Samantha CabalunaEarthbound Farm
1984: Learning on the JobEarthbound Farm started
24 years ago, with 2½acres and a roadside stand
in the beautiful CarmelValley.
Earthbound Farm Today• Largest grower of organic produce in
the world
• Producing more than 150 millionpounds of specialty salad annually
• Products available in 8 out of 10grocery stores in the US and in all 50states
• More than 100 organic salads, fruits,vegetables, dried fruit and juices
• Earthbound Farm’s organic produce is grownon 40,000 crop acres, comprising 150 organicfarmers.
• Our smallest farm is a 5-acre radicchio farmin San Benito County.
• Our largest farm is a 680 acre farm in southMonterey County that's growing celery,romaine, broccoli and spring mix.
• We have been able to provide profitableaccess to a wide variety of markets for ourorganic growers of all sizes and we're proudof that accomplishment.
• In 2008 alone, Earthbound Farm’s organicfarming on 40,000 acres will:– Avoid the use of 12.8 million pounds of
conventional agricultural chemicals
– Conserve 2,000,000 gallons of petroleum bynot using synthetic fertilizers
– Sequester enough CO2 to equal taking morethan 7,700 cars off the road
We Know Organic is Not Enough
• Biodiesel plant produces American-made fuelfor 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.
Under-Promise & Over-Deliver• 83% of consumers say they’re
more likely to buy productsthat are promoted as green
• Just 2% say it doesn’t make adifference
• The Six Sins of Greenwashing1. Sin of the Hidden Trade-Off2. Sin of No Proof3. Sin of Vagueness4. Sin of Irrelevance5. Sin of Fibbing6. Sin of Lesser of Two Evils