Today I saw this story in my local Denver Business Journal online, titled “WhiteWave shifts from organic to natural soybeans.” I’m not sure if you can read the entire story if you are not a subscriber, but here’s the focus:
With the cost of producing organic soybeans on the rise and consumer demand flattening, Broomfield-based WhiteWave Foods Co. — a subsidiary of Dean Foods of Dallas — ditched organic in favor of conventional soybeans in all but three of its Silk Soymilk products.
But it turns out the change is costing WhiteWave in reputation among some of its consumers.
The Organic Consumers Association has called for a boycott of WhiteWave products, which also includes Colorado’s Horizon Organic-brand dairy.
Apparently, Horizon Organic Dairy (note the “Organic” in the name) is also getting ready to roll out a “natural” rather than organic milk.
Why? Money, honey:
Industry advocates argue the introduction of natural products by leading organic companies blurs the line between natural and organic.
WhiteWave spokeswoman Sara Loveday said the company wanted to be able to continue offering its products at a competitive price, and is diversifying to meet changing consumer demand, which has been gravitating towards lower-priced, conventional milk in a broader recessionary trend of “trading down.”
Supposedly, the company is making the change to make products more affordable for consumers, but to me, the move smacks of “trading down” on the company’s ethical commitment to cleaner food.
What’s the difference? Check out this clear description from Grist magazine, quoted on the Organic Consumers Association Web site:
To speak broadly and bluntly, “natural” is meaningless and “organic” is meaningful. Tell your sister that although you won the argument, it’s actually good news for her. She can stop paying more for “natural” products and change over to certified organic products that have substantiated environmental and health benefits.
That paragraph explains about what I suspect … switching from “organic” to “natural” will allow the company to make more money by buying or raising cheaper milk or soybeans, eliminating the costs of oversight related to organic certification, and then charging the consumer more than for conventional food. Better profit margin, happier investors — and consumers will never notice, right?
What do you think about this slick move by WhiteWave?
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Comments ( 7 )
i THINK IT STINKS. Why should we as consumers feel obligated to support these brands? Natural versus Organic- even safeway and carnation can say their milk is natural under white wave’s logic. I say boycott them- teach ‘em a lesson!
r added these pithy words on
Jul 21 09 at
4:50 pm
I also think this stinks. I have written a letter voicing my disgust (not that it will change anything). Thanks for making us aware!
Stefanie added these pithy words on
Jul 21 09 at
6:59 pm
WOW. That is Sneaky!!! Definitely reeks of trying to increase profit-margins in difficult economic times but don’t expect the consumers to continue buying their product! If they want organic, they’ll find organic and get it elsewhere! Thanks for the info!
elaine.
kimchi added these pithy words on
Jul 21 09 at
10:39 pm
Bad bad move!! I totally agree with kimchi. Sneaky.
Green Bean added these pithy words on
Jul 22 09 at
12:11 am
Organic is organic (for now) and that is what we buy. If something was termed “natural” I would not buy it because as it says above – that definition is meaningless. I am sorry that White Wave feels they need to make this change. It is too bad they couldn’t have found a way to make it work while still keeping their integrity.
Erin added these pithy words on
Jul 22 09 at
8:08 am
Hey guys,
I work for WhiteWave, chiming in here to present some facts. On our Horizon brand – we did recently launch two Natural products: “Milk Breakerz” (a single serve milk), which is currently part of a regional launch; and “Little Blends” (toddler yogurt with fruit and veggie blends and made with organic milk), which is nationally available. All other products in our portfolio (including our gallon and half gallon milk) remain certified organic. The milk used in these products still comes from the 485 family farmers we partner with.
Regarding our Silk products – As of January, we do offer both organic and natural varieties. And we’re proud to say that beans for both lines are sourced exclusively from North America and put through robust quality testing and evaluation protocols to ensure they are free of GMOs, and other contaminants. Our organic beans are certified by the USDA and are in full compliance with the National Organic Program.
On top of that, last year we developed a Soybean Sourcing Production Program (with the help of Conservation International) which will help ensure that we maintain the quality our consumers demand, while also protecting the environment. This sourcing program supports our goal of using only soybeans produced in a sustainable, socially responsible and ethical manner.
If you’ve got the time, please take a look – http://www.silksoymilk.com/content/conservation-international.php
Jarod added these pithy words on
Jul 30 09 at
3:27 pm
Thanks for alerting me to this. I will not be buying Silk anymore.
Jill added these pithy words on
Aug 06 09 at
7:24 pm
