Organic Industry Grows in Temecula
By Eric Haley
The rise of the organic movement has created a generation of educated consumers seeking healthier and more environmentally conscious lifestyles. Society has woken up to the harsh reality that there’s more to be concerned with dieting than the amount of fat grams and calories we eat. Purchasing decisions are becoming more insistently based upon companies’ carbon footprint and production habits. Societal demand for genuine social responsibility has become a mainstream desire, moving beyond the trend status that many once associated it with.
This change has been most evident with the organic industry, which has witnessed substantial growth of at least 20 percent consecutively over the last 10 years. According to the Organic Trade Association, U.S. sales of organic food and beverages have grown from $1 billion in 1990 to an estimated $20 billion in 2007, and are projected to reach nearly $23 billion this year. Consumers have become increasingly aware of the corruption of food production as farmers, packagers, and restaurants have sought out ways to increase shelf life, overcome growth challenges, and fuel mass production to meet the demands of the planet’s ever growing population. However, with this streamlined production came a loss in quality of food, including nutrient levels, taste, and healthfulness.
The use of artificial pesticides, growth hormones, genetic modification, synthetic fertilizers, and ionizing radiation are some of the ‘conventional’ practices that have raised concerns among consumers for their own personal health. Numerous studies have validated the controversial connection between these artificial additives and the negative health implications they cause.
For example, the herbicide Atrazine, widely used on a number of crops, has been shown in some experiments to cause demasculinization in male frogs exposed to small concentrations. [1] Another study published by the National Research Council in 1993 determined that for infants and children, the major source of exposure to pesticides is through diet. [2] In 2006, 23 schoolchildren were observed, measuring the amount of organophosphorus pesticide exposure before and after implementing an organic diet. The results showed their exposure to the pesticide dropped ‘dramatically and immediately’ after the children converted to an organic diet. [3]
Research like this has motivated many people to convert to organic diets in pursuit of a healthier lifestyle. As a result, the food industry has gradually transitioned to organic in response to consumer demand. Companies like Whole Foods and Trader Joe’s have been at the forefront of this mainstream shift to a healthier lifestyle; fueling the trickledown effect of supply and demand to the agricultural industry.
However, the restaurant sector has only just recently shown signs of change. The idea of organic dining and fast food has become more accepted as consumers turn from the grocery store to restaurants in search of healthy, organic meals. Brands like Pizza Fusion, an earth-friendly restaurant franchise which serves an organic selection of pizzas, sandwiches, salads, and drinks, are pioneering this movement to healthier dining destinations.
Nima Noorzad is bringing Pizza Fusion to Temecula, CA this October. “Organic restaurants are in short supply. While people can eat healthy, organic food at home, most have to sacrifice their diets when eating out,” Noorzad explains. “Temecula residents are quickly embracing our organic pizzas and other menu selections, including our organic wine list.”
Pizza Fusion’s menu is more than 75% organic and openly labels all ingredients that are not organic to enable customers to choose accordingly. Furthermore, the franchise is the first and only chain ever to pursue third party organic restaurant certification at all their restaurants opening nationally.
Unfortunately, the transition to organics in the restaurant sector is slow due to the higher price associated with organic food. Many restaurants are only able to offer one or two organic ingredients to avoid raising their menu prices.
The difference in cost associated with organic food is the result of several factors. The most common understanding of this is due to the extensive labor costs associated with organic farming, including crop rotation, natural fertilizer, compost, biological pest control, and mechanical cultivation to maintain soil productivity and control pests. Conventional farmers are able to avoid these expenses with the excessive use of chemical fertilizers and pesticides sprayed over crops, in addition to, genetic modification, all of which can be damaging to the environment.
Another reason for the cost of organics has to do with the government’s support to ease the financial challenges of the conventional food industry via subsidies, grants, tax incentives, supporting technological development, buying surplus, and paying farmers not to produce certain crops. Additionally, American consumers pay twice for conventional food through both, the IRS and the supermarket. So really, the perceived cost of conventional food is an illusion.
The organic industry is yet to see the financial support from the government that the conventional industry has. So, whether shopping at the grocery store or dining out, the higher price for organic food represents the true cost of its production, unlike the cost of conventional food.
However, the continuous growth of the organic industry shows that consumers are willing to pay more for quality. Organic food is healthier for the individual and the planet. As today’s socially conscious community continues to grow and demand organic products, many believe the price will come down as the industry expands. Until then, consumers will just have to swallow the higher price associated with organic food and supporting environmentally sound agriculture.
1 - Tyrone Hayes, Kelly Haston, Mable Tsui, Anhthu Hoang, Cathryn Haeffele, and Aaron Vonk (2003). "Atrazine-Induced Hermaphroditism at 0.1 ppb in American Leopard Frogs". Environmental Health Perspectives 111.
2 - National Research Council (1993). Pesticides in the Diets of Infants and Children, 1st, National Academies Press. ISBN 0-309-04875-3.
3 - ^ Lu, Chensheng, et al. (2006). "Organic Diets Significantly Lower Children’s Dietary Exposure to Organophosphorus Pesticides". Environmental Health Perspectives 114: 260-263.