THE ORGANIC INDUSTRY STRUCTURE

Screen Shot 2013-07-01 at 10.47.08 AMThis chart, also from Cornucopia.org, shows the structure of the organic food industry and which brands actually own many of the leading organic brands. Keep in mind, if a Kellogg or General Mills (for example) owns an organic food brand, or a brand that labels itself as “natural,” and promotes itself as “healthy,” the chances are high that you’re simply paying more for a non-nourishing food.

Let’s look at Odwalla, for example. Odwalla is owned by Coca-Cola and is marketed as fresh juice, “Odwalla (“ode-wall-ah”) is serving up over 50 varieties of carefully crafted beverages and bars, and each is designed to bring goodness to your life.” What does “carefully crafted” mean? When you buy a bottle of Odwalla juice, do you think you’re getting fresh juice? Do you pay more for Odwalla than other juices? In New York City a plastic, BPA laden bottle of Odwalla sells for $5, I believe, due to the perception that it’s better for you, and fresh. It’s not. Yes, it may have less added sugar than Tropicana OJ, but it is still pasteurized/irradiated in the same manner as Tropicana. These processes denature the juice, killing off all of the living enzymes and mico-organisms that are good for your gut health and found in fresh squeezed juices.

Odwalla’s website also states that, “Great taste truly starts from the ground up, which is why we work hard to gather the finest, juiciest goods possible. We only use high-quality produce from high-quality producers, many of which are right here in California, where fine fruit isn’t hard to find.” What is “high quality?” It is not organic, or they would state that, and therefore, conventional farming practices must have been used, so how does it make the produce of “high quality?”

I pose these questions, and share my thoughts here, on Odwalla to help illustrate the ways in which brands can utilize words to give the appearance of their having a healthy product, when in fact, it’s just marketing.

Eden Foods is by far, one of the most authentic and truly wholesome brands on the market, and no surprise, it’s still privately owned.

Know your brands, and read your labels!

Sharon, T H E E C O C H E F

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s