The proliferation of other labels—"beyond organic," "locally grown," "humanely raised," "free-range," and "sustainable" —adds to the confusion. And when people are confused (and frankly, many times even when they are not confused), they revert to their primary emotional driver of decisions, which is most often price. And so they choose the cheapest food rather than the safest for the planet. That confusion plays right into the hands of the chemical food industry.
2. The organic industry must focus on clearing up that confusion and communicating why organic food is so important and the safest food you can buy. We in the organic industry have spent the majority of our time and energy trying to prove that organic is more nutritious when instead, as Kanthe Shelke from Corvus Blue (a nutritional technology think tank) told us, we should be focusing on "what organic does NOT have." Organic foods do not have neurotoxin pesticides, endocrine disruptors, herbicides, or other chemicals, which some doctors and scientists believe might be responsible for everything from diabetes and obesity to infertility, autism, and cancer—especially childhood leukemia.
The medical studies that support these seemingly inflammatory hypotheses exist and are not getting picked up by the media. The American Academy of Environmental Medicine has even issued a call for a moratorium on GMO foods because they have seen evidence of liver, kidney, and digestive failure; infertility; and accelerated aging (hello Hollywood, are you listening?). However, it's almost too late already, since over 75 percent of all processed foods (non-organic) in America already include GMOs. The tragedy of this statistic is that the pollen from these plants has been unleashed into our environment and can't ever be reined back in.
And for any environmentalist to not be a raving organic supporter is outrageous. The dead zone in the Gulf of Mexico, caused by agricultural runoff all the way down the Mississippi, existed even BEFORE the oil gusher—and this year it is the largest it has ever been. A giant dead zone is what the whole world is headed for if we don't stand up and do a better job of educating the American public. Whether it's colony collapse affecting our bees, frog mutations and amphibian decline, jaw deformities in the wildlife of our national parks (which yes, use chemicals like crazy), or the melting polar caps, all of these things can be attributed to agricultural chemicals.
Finally, here's what organic does NOT do: destroy the soil, which destroys the carbon-capturing capability of our planet, which destroys our atmosphere and causes global warming. Numerous studies have shown that chemical agriculture destroys soil structure, leading quickly to desertification and even more quickly to way too much carbon dioxide leaching into the atmosphere. Yes, it's complicated. But we can't keep living on this planet if we don't start understanding this and paying attention to it soon.