Monitoring and Marketing Social & Environmental
Performance
Scott Exo, Executive Director, Food Alliance
Business of Sustainability: Eco-Farm Preconference
January 2010
Science
Business
Food Alliance
defines &
promotes
sustainability
in agriculture and
the food industry
Values
Environmental
Groups
Food Industry
Government
Agencies
Labor
Groups
Consumer
Groups
Animal Welfare
Groups
Universities
An independent, third-party
certification program that
growers, processors, packers
and distributors use to:
 differentiate and add value to products,
 protect and enhance brands with credible
social and environmental claims.
Food Alliance Certified Growth in Acres
Producer Certification
Standards
Handler Certification Standards
Food Alliance Certified Clients
Using Food Alliance Certification as Benchmark
Consulting & Auditing Clients
A Changing Market
• A shift in consumer interest toward
companies, brands and products that
embody values
• Interest not only in product attributes, but
also in what the product represents, and
what it says about the buyer
The Hartman Report - A Consumer Perspective on Sustainability
Understanding product claims and labels
1st party label
Issued by producer without independent review
“We raise free-range chickens” or “We use
environmentally friendly practices”
2nd party label
Issued by industry, trade or membership association
“Our dairy farmers pledge not to use artificial growth
hormones”
3rd party label
Issued by organization independent from the product/producer
“Our coffee is Fair Trade Certified”
Consumer’s Union
www.greenerchoices.org/ecolabels/
Understanding product claims and
compliance
Eco-Labels are Credible When They Are:





Meaningful and Verifiable
Consistent and Clear
Transparent
Independent and Free from Conflict of Interest
Open to Public Comment
Consumer’s Union
www.greenerchoices.org/ecolabels/
The Type of Organization Behind the Label Matters
34%
Independent
Independent
organization
(non-profit)
(e.g., nonorganization
profit group)
39%
35%
39%
22%
24%
Government
Agency
Government
agency
25%
26%
22%
22%
17%
Company
Company
making the
product
23%
20%
13%
11%
“Who would you prefer provide certification?”
Base: Significant shoppers inside the World of Sustainability (n=1,591; 243 Core, 589 Inner Mid-level, 487 Outer Mid-level, 272
Periphery).
Source: Sustainability 2008 Survey, Sept. 2008
Total
Core
Inner Mid-level
Outer Mid-level
Periphery
Why certify?
• Growers want a way to differentiate and add value
to their products, and increase their competitiveness
vs. foreign producers who enjoy lower regulatory
burdens and costs.
• Buyers want a reliable sustainability ‘screen’ for their
purchases.
• Consumers want assurance their food is grown
responsibly.
• Advocates want better social and environmental
outcomes and the means to gauge them.
"We knew from the start that
Oregon Country Beef's principles,
values and wholesome operational
practices were a perfect match with
ours and our brand... Now, we can
assure our guests that our beef is
the safest available and has been
raised with the best ranching
practices… With the public's
heightened interest in food origins
and concern about genetically
modified foods, we're proud that
our beef is traceable from the ranch
to the table and has been certified
by Food Alliance. "
Burgerville President Tom Mears
Lessons & Assumptions
• This is about stewardship and business
• Buyers and consumers want traceability,
transparency and accountability.
• Meeting these expectations provides both a
business opportunity and an instrument of change.
• It’s a high-bar, not an industry floor.
• Certification is a voluntary, biz-by-biz decision.
• A seal doesn’t sell product, marketing does.
www.foodalliance.org
Certification Process
Whole Farm
Criteria
Food
Alliance
Certification
Standards
NonCertified
Products
Farm/Ranch
Species/
Crop
Specific
Evaluation
Criteria
Food
Alliance
Certified
Product
Certification Process
Whole Farm Evaluation Criteria
The Whole Farm Evaluation Criteria are scored. Scores
are based on performance indicators for each criteria.
A producer must score an average of 75% in each
category of the Whole Farm Criteria.
In addition, a producer must commit to continual
improvement of management and production practices in
the five topic areas.
Food
Alliance
Certificatio
n
Standards
for
Shellfish
Production
Whole
Shellfish
Farm
Criteria
NonCertified
Products
Shellfish Farm
Species
Specific
Evaluation
Criteria
Food
Alliance
Certified
Product
Certification Process
Species Specific Evaluation Criteria
The Species Specific Evaluation Criteria apply only to
those shellfish species for which a producer is seeking
certification.
There are both fixed and scored criteria in the Species
Specific Evaluation Criteria.
Food
Alliance
Certificatio
n
Standards
for
Shellfish
Production
Whole
Shellfish
Farm
Criteria
NonCertified
Products
Shellfish Farm
Species
Specific
Evaluation
Criteria
Food
Alliance
Certified
Product
Certification Process
Crop-Specific Evaluation Criteria
Fixed Criteria
Any specific shellfish species for which a producer is seeking
certification must comply with the Fixed Criteria.
There are three fixed criteria, corresponding to the Standards:
 No use of genetically modified seed varieties or livestock
breeds
 No use of growth-promoting hormones or non-therapeutic
antibiotics
 No use of chemicals identified on the Prohibited Pesticide List
Food
Alliance
Certificatio
n
Standards
for
Shellfish
Production
Whole
Shellfish
Farm
Criteria
NonCertified
Products
Shellfish Farm
Species
Specific
Evaluation
Criteria
Food
Alliance
Certified
Product
Certification Process
Species Specific Evaluation Criteria
Scored Criteria
There are five topic areas in the Species Specific scored criteria,
corresponding to the Standards:
 Soil and water conservation
 Reduction of pesticide use
 Wildlife habitat conservation
 Safe and fair working conditions
 Healthy and humane care for livestock
Food
Alliance
Certificatio
n
Standards
for
Shellfish
Production
Whole
Shellfish
Farm
Criteria
NonCertified
Products
Shellfish Farm
Species
Specific
Evaluation
Criteria
Food
Alliance
Certified
Product
Certification Process
Species Specific Evaluation Criteria
Scored Criteria (Continued)
Scores are based on performance indicators for each criteria.
The Species Specific scored criteria are more detailed than the
Whole Farm criteria, focusing on the cultural practices used for
particular products.
A producer must score an average of 75% in each topic area of
the Species Specific scored standards.
Food
Alliance
Certificatio
n
Standards
for
Shellfish
Production
Whole
Shellfish
Farm
Criteria
NonCertified
Products
Shellfish Farm
Species
Specific
Evaluation
Criteria
Food
Alliance
Certified
Product
Sample Shellfish Criteria
Whole Shellfish Farm
Recognizing and Supporting Employee
Input for Workplace Improvement
Note: Inspectors can give half points here if employer is encouraging employee input
but the policy is not necessarily in writing. Provide notation.
Level 1: Employer or managers discourage employees from forming groups
or discussing issues.
Level 2: Employer or managers verbally encourage employees to discuss
work place issues.
Level 3: As per Level 2, and employer or manager has a policy in writing
encouraging employees to develop ideas for improving the workplace.
Level 4: As per Level 3, and the operator supports group activities with
space for meeting and/or time set aside during the workday for meetings.
Sample Shellfish Criteria
Whole Shellfish Farm
Grievance Procedures and Policies
Level 1: Management has no policy and makes no suggestions to
employees that they may raise grievances.
Level 2: A management policy exists that allows/encourages employees to
raise concerns, safety issues, or grievances without fear of termination.
Level 3: As per Level 2 and at least two apply, and the policies are
communicated in writing.
Level 4: As per Level 3, and the employer takes steps to encourage and get
feedback regularly from employees. Employer schedules meetings to
communicate with employees about their concerns, or has an open door
policy in writing.
Sample Shellfish Criteria
Whole Shellfish Farm
Grievance Procedures and Policies
Level 1: Management has no policy and makes no suggestions to
employees that they may raise grievances.
Level 2: A management policy exists that allows/encourages employees to
raise concerns, safety issues, or grievances without fear of termination.
Check at least one, or all that apply:
 The policy is verbally communicated to employees either at the time
of hire or implementation.
 Employees are directed to a designated individual with whom to raise
concerns/grievances.
 If needed, employer can speak with employee in native language, or
someone on staff is available to translate.
Sample Shellfish Criteria
Whole Shellfish Farm
Grievance Procedures and Policies
Level 1: Management has no policy and makes no suggestions to
employees that they may raise grievances.
Level 2: A management policy exists that allows/encourages employees to
raise concerns, safety issues, or grievances without fear of termination.
Level 3: As per Level 2 and at least two apply, and the policies are
communicated in writing.
All the following must apply:
 The policy is accompanied by a set of procedures that describes how
grievances or concerns will be handled.
 Employees are given the name of the person with whom to file the
grievance.
Sample Shellfish Criteria
Whole Shellfish Farm
Grievance Procedures and Policies
Level 1: Management has no policy and makes no suggestions to
employees that they may raise grievances.
Level 2: A management policy exists that allows/encourages employees to
raise concerns, safety issues, or grievances without fear of termination.
Level 3: As per Level 2 and at least two apply, and the policies are
communicated in writing.
Level 4: As per Level 3, and the employer takes steps to encourage and
get feedback regularly from employees. Employer schedules meetings to
communicate with employees about their concerns, or has an open door
policy in writing.
Sample Shellfish Criteria
Whole Shellfish Farm
Disease Prevention and Management
Level 1: Manager neither prevents establishment of nor systematically
controls disease. Manager is not informed about the issue.
Level 2: Manager communicates some knowledge of potential diseases and
has the ability to identify most common species and symptoms. Manager
also complies with federal and state/provincial transfer rules/permits.
Control of disease involves the following limited prevention strategies.
Level 3: As per Level 2 and at least three apply, and actively prevents
introduction and spread of invasive species and disease.
Level 4: As per Level 3, and manager has an advanced understanding and
clearly manages the operation in order to prevent the establishment of
disease, OR, documents that indicate no diseases are on the farm.
Sample Shellfish Criteria
Whole Shellfish Farm
Disease Prevention and Management
Level 1: Manager neither prevents establishment of nor systematically
controls disease. Manager is not informed about the issue.
Check off as applicable:
 Manager deals with crop production problems stemming from
diseases as they are encountered and/or as time permits.
 Manager has no plan, or systematic inventory disease problems.
 Manager communicates no knowledge of disease symptoms or how
to identify them.
 Farm records, if records kept, do not refer to diseases.
 Other:
Sample Shellfish Criteria
Whole Shellfish Farm
Disease Prevention and Management
Level 2: Manager communicates some knowledge of potential diseases and
has the ability to identify most common species and symptoms. Manager also
complies with federal and state/provincial transfer rules/permits. Control of
disease involves the following limited prevention strategies.
Check off as applicable (at least two apply):
 Manager does not import/seek new species to produce from outside the
region.
 Pathology screens are conducted on a regular basis.
 All materials used (bags, shell, etc) in the aquatic environment are
properly dried and cleaned on an upland site prior to transfer to a new
region or disposal site.
 Manager performs rudimentary planning for disease control, with some
inventory of existing problems.
 Inventory of problem extends beyond the production system and into
upland and buffer areas.
 Manager communicates some knowledge of species life history and
vulnerabilities in order to avoid inoculation.
 Other:
Sample Shellfish Criteria
Whole Shellfish Farm
Disease Prevention and Management
Level 3: As per Level 2 and at least three apply, and actively prevents
introduction and spread of invasive species and disease. At least three of the
following apply:
 Manager establishes a policy or protocol designed to prevent
establishment not just control of disease as problems arise.
 Manager only uses certified, high health seed to prevent diseases from
coming onto farm.
 Manager communicates solid knowledge base of diseases in the area
and demonstrates the ability to identify symptoms, with some life history
knowledge
 Manager keeps control records to improve control program.
 Manager seeks additional knowledge to assist with control program
effectiveness.
 Manager works with state/provincial/federal agencies (e.g. Dept. of
Natural Resources, Dept. of Agriculture, Dept. of Fish and Wildlife, Dept.
of Fisheries and Oceans) to develop and implement control plans.
 Manager discusses problems with neighbors to increase effectiveness of
the control effort.
 Other:
Sample Shellfish Criteria
Whole Shellfish Farm
Disease Prevention and Management
Level 4: As per Level 3, and manager has an advanced understanding and
clearly manages the operation in order to prevent the establishment of
disease, OR, documents that indicate no diseases are on the farm.
Check off as applicable (at least three apply):
 Manager has systematic inventory of disease occurrences.
Diseases are a high priority in overall operation as reflected in farm
plans and records.
Manager has advanced knowledge of life cycles and control is performed
at most effective time.
 Manager keeps comprehensive records and evaluates program each
year for effectiveness.
Manager actively tries to coordinate with neighbors in control efforts that
have an impact on the wider general area.
Other: