As this food revolution gains momentum, we have started to hear a wide variety of “sustainability” jargon in the media. In my opinion, it is important to question and consider the significance that these words are intended to hold as we throw them around whilst discussing these very controversial topics. We must be careful not to let these words slip into cliché insignificance or to let them adapt inadequate or inaccurate definitions.
As it stands, there are no marketing regulations for the term “natural.” As non-organic companies plaster their products with “green-washing,” this lack of regulation is starting to undermine the integrity of the organic food movement – if it hasn’t done so already!
If a product must pass certain standards in ordered to be labeled and marketed as “organic” (even if these standards are not as strong as they should be, in my opinion, and even if it seems backwards to force standards upon food that is “organically grown” and not on foods that are “conventionally grown” and are harmful to our health… but i guess that discussion should be part of another post…) then what distinctions, if indeed there are any, might consumers expect between something labeled as ‘natural’ vs. ‘organic’?
Lord Northbourne coined the term organic farmingin his book Look to the Land (1940), from his conception of the farm as organism and in an effort to evoke a holistic, ecologically-balanced approach to farming. This is in contrast to what he called chemical farming, which relies on imported fertility and, hence, “cannot be self-sufficient nor an organic whole.”
Today, the USDA hardly gives a straight definition for “organic”. Legally, the USDA defines organic production as a system that is managed in accordance with the Organic Foods Production Act (OFPA) of 1990 and regulations in Title 7, Part 205 of the Code of Federal Regulations to respond to site-specific conditions by integrating cultural, biological, and mechanical practices that foster cycling of resources, promote ecological balance, and conserve biodiversity.
ok…? and that means what, exactly, to the average consumer?
In marketing, the USDA requires at least 95% of ingredients (excluding water and salt) to be organic in order for a product to be marketed as such. Why not require 100%? Additionally, processed products that contain at least 70% organic ingredients can use the phrase “made with organic ingredients” in marketing. In my opinion, these standards transform the TERM organic into a superficial fad (a marketing tool at best) and threaten the integrity of what the USDA’s definition of organic as a set of practices and principles attempts to outline…. however poorly…
If the expectation of a product that is “organic” is that it is produced by fostering a cycling of resources while promoting an ecological balance and conserving biodiversity, how might we define “natural” and regulate its use in marketing?
What would you trust to be true about your food (or anything!) if it is labeled as “all natural”?
This is a tricky question because, while ‘organic’ can represent a system of production or a set of principles (as Lord Northbourne first attempted to articulate), in contrast ‘natural’ is a much looser term – so loose in fact that the dictionary has 38 separate definitions and idioms!
Specifically pertaining to this discussion, however, the dictionary definitions of “natural” are as follows:
1. existing in or formed by nature;
2. based on the state of things in nature;
3. constituted by nature;
4. growing spontaneously, without being planted or tended by human hand;
5. having undergone little or no processing and containing no chemical additives”
I have bolded this last definition because most of the products on the market that make use of the word ´natural´do so in way that undermine this specific definition (i.e. they advertise ”natural flavor” on heavily processed foods that only later are given their ”flavor”)
Additionally, what should we make of these allusions to “nature” both as a changing, shaping force (as in the first definition) and, contrastingly, as a sort of static condition (as in the second definition)? And what is meant by “free from the influence of the human hand”? We have been on this earth, evolving with this earth, for an incredible amount of time and we best believe this earth is as much a part of us as we are of it.
Therefore, it seems that if we are discussing the implications of the term “natural” it would be good of us to first consider what we except of the word “nature.”
na·ture
–noun
1. the material world, esp. as surrounding humankind and existing independently of human activities.
2. the natural world as it exists without human beings or civilization.
3. the elements of the natural world, as mountains, trees, animals, or rivers.
…existing independently of human activities? … as the natural world exists without humans? But WITH animals?? … Since when where Homo sapiens considered aliens? (ok, don’t answer that…)
It seems that we as a collective society have established and religiously ascribe to a sort of god on a regular basis without even recognizing it! Nature – the untouched, eternal ground; the pure origin of existence; the representation of a divine realm of which we humans are excluded?
In the midst of all this environmental hoo-ha, we often refer to nature in this way: as something to return to; yet something that we humans have soiled/tarnished/ruined; and still yet, something that exists independently of us humans…? In this way we can see the paradoxes in our attitudes and perceptions toward Nature.
Being the ecologically-minded student that I am, I must argue that nothing exists independently of anything in this world and, while we could stand to CO-exists a bit more cohesively with our home if indeed we wish to preserve our existence, we have not succeeded (nor will we succeed) in destroying it!
And here it is that I arrive at Derrida!
Now, don’t get me wrong, I understand Derrida’s ramblings about grammatology, deconstructionism and the likes about as much as I understand a complex math equation – which is to say, not at all. HOWEVER, there is one thing I do dig about Derrida – and one thing that adds just the philosophical curve-ball I’d like to throw at some fundamental environmentalists that I may or may not know.
So let’s continue with this concept of nature as a pure origin. Derrida would argue that there is no such thing as a PURE origin… for an origin must be pre-structured in order for it to be the genesis of something – in order for it to operate as the beginning grounds, the creating force, for or of something. In this way we see that an origin can never be pure, for if something is pure it remains unmodified and hence, unchanging – which, in turn means nothing ever arises from it and so it could not be cited as a source.
What does this have to do with agriculture and food and USDA labeling standards? I’m so glad you asked!
These sorts of questions are critical as we struggle to define, regulate, and direct food and agricultural policies in the coming decades as we attempt to compensate for the difficult energy-supply shift that will inevitably occur… not to mention as we are forced to re-structure our values as society begins to look very different as a result of these energy-supply shifts…
If we return to the discussion at the beginning of this post, we remember that as it stands now there is much controversy over, not only the unregulated use of the word “natural” when marketing food stuffs, but also the legal definition and use of the word “organic” in the ongoing debates surrounding “sustainable” development and “eco-friendly” living.
This controversy extends to the challenge of imagining our agricultural and food systems in the coming half century. Will they all be organic? What does that look like in practice, on the shelves of supermarkets? Will there even be supermarkets!
Really, the umbrella question is: Is it possible to fit the values and principles of “organic” into a conventional system, which was established based upon very different principles? If not, why are we trying so hard to do so and at what costs? How can we envision a new system and make a successful transition? Indeed, is it even possible? (the answer is yes, pessimists!)
If the vision that pops into your mind when you attempt to imagine this new system is something like, “a more natural one,” than I challenge you to consider the significance of what that means … and how we might get there!
What are we citing as “natural” when we evoke that term? At which point throughout human history were we operating “according to nature” and in which respects? At which point did we stop?
I only say this because if we consider the evolution of society, technology, and domesticated crops and livestock in the past century, it is interesting to ask ourselves where nature fits? For example, I can’t tell you how many times I have heard the frustrating counter-argument that claims GM crops to be a natural extension of human innovation the same way selecting and re-planting corn seeds some 10,000 years ago was!
For the record, I am huge proponent of organic agriculture and operating in the images of nature by mimicking and synchronizing human’s existence on this earth with those of the ecosystems that surround and support us. Nonetheless, my education is making me all to well aware of the fact that, in order to fully attain this vision, we are looking at an incredible challenge of re-directing our entire operative systems – not just in terms of food, but in terms of society as a whole.
This is not an easy thing to argue, I have found, and this blog post has arisen out of an honest wondering about the language and visions I, and so many who feel similar to me, evoke when promoting our opinions. What sort of change are we really advocating for? How successful are we really in doing so? How can we be more so? … and how come Derrida is so sexy?!
