Organic, Certified, and Verified Claims
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Organic, Certified, and Verified Claims 29th Federal Food Regulatory Conference June 5th and 6th, 2017
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What do organic, certified, and verified claims provide for us? Why do we want to differentiate our products? What are the Key Drivers of Value Differentiation?
The Key Drivers of Value Differentiation? • •
Complex Consumer Demand Global Competition
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1987
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1987 • Taste • Convenience • Nutrition • Variety • Price
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2017
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2017 • Social Causes • The Environment • Sustainability • Animal Welfare • Worker Care • …and Production Raising Practices
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Product Attributes
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Future Verification Trends
• Physical - characteristics that consumers can examine before purchasing the product (price, size and color) • Experience - evaluated after purchasing the product (taste) • Credence - unable to evaluate even in use (environmental impact, animal welfare, other claims or beliefs)
• Continued Development of Private Standards Worldwide • Locally Sourced, State Programs • Responsible Use Verification • Traceability of Food • Animal Care & Wellbeing, Human/Animal Interaction • GMO and Non-GMO Standards/Programs • Social Responsibility • Sustainability • Let’s look at a few different claims
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Certified and Verified
• Claims require • A detailed written protocol explaining controls for assuring the production claim from birth to harvest. If purchased, include protocol information from the supplier; • A signed affidavit declaring the specifics of the animal production claim(s) and that the claims are not false or misleading; • Product tracing and segregation mechanism from time of slaughter and/or further processing through packaging and wholesale or retail distribution; • A protocol for the identification, control, and segregation of nonconforming animals/product; • A complete, current feed formulation using common and usual language or copies of the feed tags; and • If a third-party certifies/verifies a claim, a current copy of the certification/verification should be provided. • USDA Process Verified • Submit the claim • Submit the rules • Explain how you will verify the rules • By affidavit
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• Humanely Raised • Requires a definition of “humanely raised” on the label • In this instance the label refers back to NOP rules
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• Free range • Produced on Amish and Mennonite family farms • 100% solar • Certified Humanely raised and handled
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• Non-GMO Project Verified • Fair Trade Certified • USDA Organic
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• What is organic food? • Food produced in accordance with National Organic Program • From farm to ingredients to production • Livestock must have “access to pasture” and raised without the use antibiotics or growth hormones. • Fed organic food • No animal byproducts • Produced without • conventional pesticides • synthetic fertilizers or sewage sludge • genetic engineering; or ionizing radiation. • 3rd party certified (certifying agent) • farm /processor/handler must be certified organic • certified organic by ... • must submit organic system plan • describes practices used in production, record keeping, etc, to ensure organic integrity • on site inspection every year • Documentation! • 4 allowed Organic claims
Slide 15 • Sample images of organic labels
• 100% Organic • One ingredient • 100% Organic Butter
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• Gluten Free, Vegan claims • 100% Organic
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• Made with organic ingredients (70%) - no USDA seal Packaging may show the certifying agent seal
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• Organic vs. made with
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• Has some organic ingredients (less than 70, in ingredient statement only) • no usda or certifier seal • Note other certifications • Rainforest Alliance Certified • Non GMO Project Verfied • Certified Gluten Free
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Organic, Certified, and Verified Claims 29th Federal Food Regulatory Conference June 5th and 6th, 2017
Slide 2
•
• •
Slide 3
What do organic, certified, and verified claims provide for us? Why do we want to differentiate our products? What are the Key Drivers of Value Differentiation?
The Key Drivers of Value Differentiation? • •
Complex Consumer Demand Global Competition
Slide 4
1987
Slide 5
1987 • Taste • Convenience • Nutrition • Variety • Price
Slide 6
2017
Slide 7
2017 • Social Causes • The Environment • Sustainability • Animal Welfare • Worker Care • …and Production Raising Practices
Slide 8
Product Attributes
Slide 9
Future Verification Trends
• Physical - characteristics that consumers can examine before purchasing the product (price, size and color) • Experience - evaluated after purchasing the product (taste) • Credence - unable to evaluate even in use (environmental impact, animal welfare, other claims or beliefs)
• Continued Development of Private Standards Worldwide • Locally Sourced, State Programs • Responsible Use Verification • Traceability of Food • Animal Care & Wellbeing, Human/Animal Interaction • GMO and Non-GMO Standards/Programs • Social Responsibility • Sustainability • Let’s look at a few different claims
Slide 10
Certified and Verified
• Claims require • A detailed written protocol explaining controls for assuring the production claim from birth to harvest. If purchased, include protocol information from the supplier; • A signed affidavit declaring the specifics of the animal production claim(s) and that the claims are not false or misleading; • Product tracing and segregation mechanism from time of slaughter and/or further processing through packaging and wholesale or retail distribution; • A protocol for the identification, control, and segregation of nonconforming animals/product; • A complete, current feed formulation using common and usual language or copies of the feed tags; and • If a third-party certifies/verifies a claim, a current copy of the certification/verification should be provided. • USDA Process Verified • Submit the claim • Submit the rules • Explain how you will verify the rules • By affidavit
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• Humanely Raised • Requires a definition of “humanely raised” on the label • In this instance the label refers back to NOP rules
Slide 12
• Free range • Produced on Amish and Mennonite family farms • 100% solar • Certified Humanely raised and handled
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• Non-GMO Project Verified • Fair Trade Certified • USDA Organic
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• What is organic food? • Food produced in accordance with National Organic Program • From farm to ingredients to production • Livestock must have “access to pasture” and raised without the use antibiotics or growth hormones. • Fed organic food • No animal byproducts • Produced without • conventional pesticides • synthetic fertilizers or sewage sludge • genetic engineering; or ionizing radiation. • 3rd party certified (certifying agent) • farm /processor/handler must be certified organic • certified organic by ... • must submit organic system plan • describes practices used in production, record keeping, etc, to ensure organic integrity • on site inspection every year • Documentation! • 4 allowed Organic claims
Slide 15 • Sample images of organic labels
• 100% Organic • One ingredient • 100% Organic Butter
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• Gluten Free, Vegan claims • 100% Organic
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• Made with organic ingredients (70%) - no USDA seal Packaging may show the certifying agent seal
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• Organic vs. made with
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• Has some organic ingredients (less than 70, in ingredient statement only) • no usda or certifier seal • Note other certifications • Rainforest Alliance Certified • Non GMO Project Verfied • Certified Gluten Free
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