Lord, I know "green" is the ultimate cache for marketing these days but I am truly amazed at the ways in which it is showing up on products. I don't know whether this is all pure misleading hype and manipulative marketing - or whether it is a hopeful sign that businesses are choosing to commit to reducing the environmental impact of their products and their packaging.
Two examples of product "greening" from this week's shopping, both brought home by Rob, the Happy Shopper. (I should note here that my husband doesn't critique labels as he shops. He is 95% impulse buyer - the odd 5% being those items on the list his spouse has given him. Everything else leaps into his cart as a momentary inspiration, triggered by a colorful photo on the package, a sudden memory or simply the joy of a new food discovery. Rob is also primarily a packaged-food eater. He likes entrees he can drop into a pan from the freezer and eat within 15 minutes.)
Contessa frozen foods Paella package now sports a Green Cuisine label on the bag. On the back of the bag, taking up most of the back, is statement that Green Cuisine "comes from the first green frozen-food manufacturing plant in the world", followed by a short explanation of global warming. According to the explanation: "Manufacturing accounts for about 80% of the industrial energy use and emissions. Within this group, the food industry is the 5th largest consumer of energy." and it continues to say, in bold print:
So why not choose food produced in a manufacturing plant that reduces its energy use and CO2 (carbon dioxide) emisisons by more than 65% daily. The approvals/inspections for this are listed and the small print even notes that the package is printed with environmentally friendly ink.
Demerara Sugar's bag now sports seals at the top that is is Certified Vegan (http://www.vegan.org/) and Certified CarbonFree (http://www.carbonfund.org/). The copy on the back of the bag (still plastic, alas) extolls their "eco-friendly farming and business practices". The copy continues: Our renewable energy facility recycles sugar cane fiber (bagasse) and urban wood waste to produce clearn, reliable energy that powers our sugar operations and tens of thousands of homes. Our facility reduces America's dependence on foreign oil, saves valuable landfill space and reduces CO2 emissions. All that from a bag of sugar for Rob's coffee (which he bought because he likes the taste.)
Hype? Pure marketing? If they are really following through on these claims, does it matter if it's good marketing? Isn't increased business - more buyers - the profit that we hope will encourage more businesses to follow a 'clean living' model?
Does this mean that conscientious shoppers have become enough of a force that manufacturers are taking serious heed and are moving their businesses into models that meet the hopeful visions of the consumers? Maybe this is the balance point - that at the same time large firms are working to manipulate the FDA organic standards into meaninglessness , other businesses are moving toward a more sustainable model of doing business.
Wednesday, December 2, 2009
Things are Looking Up
During my hiatus from this vbgarden blog, I've been working on the http://www.usefulgardens.blogspot.com/ entries and helping with the establishment of the Hampton Roads VA Buy Fresh Buy Local Chapter. (Find us on Facebook.com under Buy Fresh Buy Local Hampton Roads). It's inspiring to have so many local growers, ranchers, beekeepers and fishermen signed up to be in the new Local Foods Guide. It's a real thrill to be part of energizing our local food community!
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