Terminology counts in managing farmers markets

When it comes to operating a farmers market, it's a good idea to watch your language.

Not doing that—and freely tossing around terms like "pesticide free" or misusing the word "organic"—can place your vendors crosswise with regulators and damage your credibility.

More than a decade after the leveling of national standards for organics, confusion continues to abound for those shopping—and sometimes selling—at markets in California and elsewhere, said Tina Consentino, program and member services specialist with California Certified Organic Farmers.

During the 26th California Small Farm Conference in Fresno last week, Consentino and others talked of a need to respond to that confusion and choose words and signage carefully.

CCOF, a state certifier of organic producers, will be making available in April postcards that explain terms used at markets and why some people may choose to buy certified organic.

In addition to outlining the criteria for gaining organic certification, Consentino urged market managers to "be proactive, ask vendors for their organic certificate and compare it with products being sold at their stand.

"Know what's in season," she added. "If you see cherries in February, you may want to question that."

She also offered these specific pointers:

• Organic and non-organic products must be clearly labeled separately.
• Conventionally grown and organically grown products cannot touch each other and cannot be commingled, Consentino said.
• Terms that cannot be used include "better than organic," "have applied for organic certification" and "almost organic."
• Operations should post their organic registration and certification in plain view. That's a requirement of markets that are part of the California Department of Food and Agriculture Certified Farmers' Market produce programs.
• Farms may be exempt from organic certification if they sell less than $5,000 of organic products annually. Exempt farms still must have the California registration, but need not have an organic certifier's certificate available.
• Signs about production methods such as "no spray" or "pesticide free" can be misleading, Consentino said, and should not be allowed at farmers markets. She said market managers have the right to prohibit such signage if it is stated in market rules. She added that state-based standardization programs can take samples for verification of the claims.

"The term 'no spray' doesn't mean anything," said Steve Patton, chief of the CDFA Inspection and Compliance Branch. He added that state inspectors can test products labeled "pesticide free" and detect some 300 chemicals. Even if they are approved for use on organics, he said, that would not mean the product was "pesticide free."

"We would rather not see it (the sign)," he said.

Patton said a vendor needs to be able to defend use of a term.

"If they say they're using sustainable practices," he said, "can they defend that?"

In the past two years, he said, the state conducted 160 inspections and 60 random samples of products. Some $90,000 in fines related to organic claims were levied last year, Patton said.

Expect some confusion and work at educating shoppers, said Patton and Karen Wetzel-Schott, operations manager with the Ventura County Certified Farmers' Market Association.

The association has growers who farm organically and conventionally. Wetzel-Schott encourages shoppers to talk with the individual farmers to find out how their products are grown.

"Be prepared for the public to be confused or misinformed on what they can expect in your certified farmers market," she said. "This is especially true when dealing with organics. Treat this as an educational opportunity."

For 20 years, she said, Wetzel-Schott has fielded questions from shoppers who ask if the fact it's a certified farmers market means "all people here are organic." That is not the case, of course. She said she and her staff "must wear the consumer hat, not just the farmer hat."

Wetzel-Schott said it is important that managers know their farmers, their growing techniques, their products and seasonality. They need to review copies of producer certificates and organic certificates to be sure they match and verify that organic produce is being transported, displayed, labeled and sold to preserve organic integrity, she said.

She and Consentino said it's a good idea to use different-colored bins for conventional and organic products, to help in differentiation.

Wetzel-Schott said she makes an effort to avoid giving either form of farming—conventional or organic—an edge, explaining that conventional agriculture is also monitored closely and some produce, notably asparagus, may not require use of pesticides.

She said her association has "zero tolerance" for those who misrepresent produce as organically grown.

The panelists on organics fielded nearly two dozen questions at the close of the presentation.

"It's a very controversial area," said Doug Hayden, president of the California Farmers' Markets Association. He said those who make claims of organic production and other safety claims "have a huge competitive edge," so that it is important that regulations be enforced closely.

Patton said anyone who knowingly misrepresents products as organically grown can pay up to $11,000 as a fine for a single sale, and the person's certification can be revoked for five years.

In response to a question, Consentino explained that organic certification costs $275 as a one-time fee, plus an annual inspection fee based on scale. It averages $450 annually for small farms, she said.

(Dennis Pollock is a reporter in Fresno. He may be contacted at agcompollock@yahoo.com.)