Organic Food: Don't Fall for Scams!
Organics are products made without pesticides, using pure raw materials (as defined by Brazilian law 10.831/2003, there are two minimum concentrations required to classify a product as organic: for products labeled "organic," a minimum of 95% organic ingredients is required, while for products labeled as "made with organic ingredients," a minimum of 70% organic ingredients is necessary), sourced from natural, non-GMO sources, and because they are environmentally friendly, they offer health benefits. These items are not tested on animals and are considered cruelty-free; however, they are not always vegan, as they may contain substances derived from animals, such as: milk, honey, eggs, collagen, albumin, and gelatin, for example. The entire production chain must be certified, from the seed to the final packaging, going through all preparation and production stages.
Growth of the sector
The pursuit of conscious consumption has enabled organic products to gain increasing shelf space in stores and supermarkets. An estimate by the Brazilian Organic and Sustainable Production Council (Organis) suggests that the sector may grow by up to 30% in 2023. In Brazil, this market already generates approximately 5.5 billion reais and includes more than 26,000 producers.
"In addition to banks and the electronics sector, the organic products market emerges as one of the leading contributors to current growth," acknowledges Alexandre Harkaly, Director of Strategic Integration at QIMA, one of Brazil's leading organic certification entities.
Consequently, organic fairs have also thrived. According to the Brazilian Consumer Protection Institute (Idec), there are currently 892 fairs mapped across the country. Similarly, there has been an increase in brands selling organic products. "The growth rate varies considerably from company to company. However, it is rare to find one that is not expanding at an annual rate of at least 20%," analyzes Harkaly.
According to the Ministry of Agriculture, the national organic production area covers about 950,000 hectares. It produces vegetables, greens, crops, meats, eggs, cereals, among others. Moreover, Brazil exports to over 76 countries, primarily sugar, honey, oilseeds, fruits, and nuts. The country is currently the 10th largest exporter of organic products to Europe.
This growth reflects the behavior and trust between producers and consumers. A survey conducted in 11 Brazilian capitals by Market Analyses in 2017 indicated that Organic Brazil, coordinated by the Ministry of Agriculture, and the IBD Organic Certification, by QIMA IBD, are among the top 10 labels identified and trusted by consumers during their purchases.
Such identification is already a major way to acknowledge the authenticity of an organic product. However, there are companies that engage in deceptive advertising, not properly certifying their goods or failing to accurately present the raw materials used in manufacturing.
Uncovering companies with false promises
With the increase in demand for sustainable products, many companies take advantage of the favorable publicity that the word "organic" brings and use it on their packaging, without any guarantee to the consumer that the product is, in fact, as it is being offered. This is known as greenwashing.
The term "greenwashing" refers to the act of deceptively promoting and appropriating environmental virtues to expand sales based on the concept of organic, without actually producing items in this niche. Whether through marketing and public relations techniques or by placing inappropriate information on labels, these "greenwashing" companies harm consumers and genuine sustainable practices.
For this reason, there have been more complaints about improperly certified items or those claiming only a portion of their composition is organic. Observe examples of appealing features on packaging or in advertising campaigns of products with greenwashing:
"Caring for your home, preserving nature"
UNCERTAINTY: Vague or broadly worded statements (including graphics and symbols) that do not allow for an objective understanding of the claimed environmental benefit.
CULT TO FALSE LABELS: Use of graphics and expressions emulating labels or certifications that do not actually exist.
"Whenever possible, with natural raw materials and renewable sources"
LACK OF PROOF: Declaration that the product is environmentally preferable, without accessible indications to substantiate such a claim.
"With natural Brazil nut ingredients"
MASKED ENVIRONMENTAL COST: Appeal to a single environmental characteristic, without revealing other high-impact criteria in the production chain.
"Does not contain chlorofluorocarbon"
IRRELEVANCE: Emphasis on environmentally correct product features that are, in fact, manufacturer obligations.
In an interview with the channel "Eat Well", the Director of Strategic Integration at QIMA IBD affirms that "for a product to be called organic, it must have, obligatorily, the Brazilian Certification Seal of this system, while the certifier seal is always optional." Even if an item has genuinely been produced as organic, without the seal identifying it as such, the consumer does not have a guarantee about the production stages.
Battle for credibility
One of the most reliable ways to identify whether an item on the market is truly organic is through certification. The labels ensure that consumers have access to contaminant-free foods that do not pose a risk to the environment and people's health.
However, it is necessary to observe whether the product holds certification recognized by a body accredited by the Ministry of Agriculture, Livestock and Food Supply (MAPA). The certification granted by QIMA, for example, ensures the use of the Selo Orgânico Brasil for the commercialization of products throughout the national territory.
Other certification labels such as USDA-NOP, European Union-CE, IFOAM, Krav, DCOK, JAS, Naturland, China-GB/T, ROC, and Demeter, by law, are not valid in Brazil since there is not yet equivalence recognition agreements between countries, except for Chile.
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