US increasingly active in produce labelling

On the North American continent, products are increasingly provided with labels, meaning the number of available labels has increased noticeably. Some can be chalked up to a trend, such as the emergence of the Non-GMO label. More and more growers work to carry this logo. Also, more and more products display the region of origin. Fair Trade USA has recently issued its own Fairtrade logo to growers in North America and to growers in the southern hemisphere. A new label is the "Homegrown by Heroes” label used by veterans.

Americans in favour of GMO labelling
Hollandia Produce, Nature Fresh Farms and Findlay's Organics are three examples of American companies who received the Non-GMO certification this year. The certificates are issued by the non-governmental organization Non-GMO Project. This independent organization has strict requirements that a product must meet in order to obtain the certificate. The requirements are mostly in line with the European Union standard. Big difference is that the EU demands notification when a product exceeds the standard of more than 0.9 percent GMO ingredients, while in the United States, a certificate will be given if the same standard is not exceeded.

The Opal apple is one of the fruits that received the Non-GMO label this year. The breed was developed in the Czech Republic in 1999 and is obtained from crossing Topaz and Golden Delicious varieties. The Opal apple is exclusively marketed by First Fruit Marketing. CEO Keith Mathews spoke about the importance of receiving the hallmark. "We want consumers to know that the Opal apple is no GMO product and should in no way be confused with the new variety now under debate at the USDA. We understand that consumers are concerned about GMO products. Therefore, we felt it was important to make clear that the non-browning feature is completely natural."

Region Of Origin Label
Since 2009, the United States state that products must be labelled with the Country Of Origin Label (COOL). The plans initially led to protests from neighbouring countries, including Canada and Mexico. The WTO currently has a complaint under consideration. The complaint relates mainly to the meat industry. In Canada, similar rules apply and all products must bear a label with the country of origin.

In North America, however, labels relating region of origin are on the rise as well. Not only in regard to local for local initiatives, but also to regional labels distributed throughout the country. The labels of origin have the same status as the COOL-label, provided that it is clear to the consumer in what country that region is. If this is not immediately clear, the country of origin must be indicated. The label only indicates where the product comes from, and is sold throughout the United States.

Fairtrade from Canada
A third logo that can be found on more and more products, is the Fairtrade logo. And not just on products in the Southern Hemisphere. Since early 2014, the Canadian pepper grower SunSelect can carry the label of Fair Trade USA. This makes SunSelect the first grower in the northern hemisphere to be Fairtrade-certified.

The greenhouses of SunSelect employ approximately 120 temporary and permanent workers, including 100 workers from Guatemala. A given percentage of revenues is set aside for social and economic development and environmental protection in the countries of origin of the workers. A committee elected by and composed of workers, decides on which projects the money is spent.

Veterans now have their own label
Starting this month, the American Farmer Veteran Coalition (FVC), boasts a new logo nationwide. Veterans and military in active duty can now label their products ‘Homegrown by Heroes'. The label can be used in agriculture and fisheries.

To be allowed to use the label, the applicant must be (or have been) in the military. No distinction is made between the different parts of the military, or between wars in which a soldier served. The veteran must also be fifty percent owner of the company.