Growing the Biodynamic Marketplace
An update from the Biodynamic Industry Working Group
The potential for developing the market for Demeter Certified Biodynamic® quality products in the US has been long recognized, however attempts at market development over the past two decades have largely failed. While organizational development and lack of financial resources have been limiting factors in developing the market, the Biodynamic movement has also struggled with balancing the unique dynamic between supply and demand in farming and food systems.
With the formation of the Biodynamic Demeter Alliance by the Biodynamic Association and Demeter USA, a framework was established to help bring forward an effective marketing and economic development initiative to advance Biodynamic agriculture and products in the United States. Currently, a marketplace working group is engaged in identifying relevant and effective strategies to build the Biodynamic brand in the US. Members of the group represent a broad cross-section of our Biodynamic community and include licensees and others with experience in small to larger scale farming, direct-to-consumer goods as well as nationally distributed retail CPG (Consumer Packaged Goods), vertically integrated farm to bottle production, value chains, and a diversity of certification programs and labels. In addition, collaboration with our colleagues at the Biodynamic Federation Demeter International (BFDI) is helping to inform us with respect to challenges and opportunities and to build on the success of biodynamics in Europe in other parts of the globe (see You Will Grow for a BFDI marketing campaign).
While we are excited to take up this work, we recognize the challenges are many! The Demeter Certified Biodynamic® brand is not generally recognized in the US, outside of the vineyard and wine sectors, and so has little financial value in the broader marketplace; therefore, there is little incentive to certify, even when biodynamic practices are implemented. The adoption of Biodynamic practices in the US also has been slow as there has been minimal support for education at the production level and for transitioning acreage. In addition, there exist strong competitors in the organic and natural products market.
However, while the organic market has grown in the US, the narrative over what is organic continues to confuse the US consumer, and concerns regarding the integrity of the organic label are widespread. The conflict surrounding the certification of hydroponics as well as the recent emphasis on enforcement programs continue to affect the credibility of the organic label. Additionally, the current focus on regenerative agriculture, the meaning of which is not well defined or regulated, adds confusion to the discussion of what environmentally responsible agriculture looks like.
Biodynamic agriculture and products have a compelling story and strong differentiation from other organic and natural brands. Combined with a 100-year history and an argument for practicing generative agriculture as well as being the original “regenerative agriculture,” the Biodynamic movement is well poised to launch an effective marketing campaign. Critical to supporting that campaign will be identifying strategies to provide short and long term supply and to develop domestic value chains that compensate all stakeholders fairly, with a focus on farmers.
Going forward, the working group will be meeting to do this strategic work with the following objectives:
- Increase demand for Demeter Certified Biodynamic® products in the US
- Broaden availability of healthy Demeter Certified Biodynamic® products to US consumers
- Support the conversion of US farms to Biodynamic production
- Reduce barriers to certification for Biodynamic farms and processors in the US
- Build reliable and fair food value chains
As we do this work we will also be considering a long term strategy to carry this forward and will be discussing the best organizational form to adopt. While we are currently working within the Biodynamic Demeter Alliance and in collaboration with Demeter USA, we recognize the need for a robust, independent entity with a specific focus on economic development. We are excited to see this form take shape!
And while we have a talented and experienced group (as identified below), we would love your input as well! Please keep an eye out in the next couple of weeks for a survey; we welcome creative ideas, constructive criticisms, and all support. If you are feeling a deeper call to engage in this work please feel free to reach out to me directly or to any of our group with whom you may already be acquainted.
Warm regards for a restful and rejuvenating holiday season and much gratitude for your commitment to biodynamic agriculture,
Beth Hoinacki
Demeter board president
Farmer, Goodfoot Farm
[email protected]
Working group participants:
Craig Camp, Troon Vineyard
Will Bratton, Traditional Medicinals
Arizona Muse, DIRT Charity
Jim Fullmer, Hoskins Berry Farm
Brian Wickert, Natural Health Partners
Isaac Daniels, SunGold Botanicals
Meghan and Keith Rowe, White Leaf Provisions
Lance Hansen, Jack Rabbit Hill
Alysoun Bolger, Biodynamic Federation Demeter International
Bill Sweat, Winderlea Vineyard and Winery
Jessica Roberts, Whole Farm Strategies