Starting July 2012, all pre-packaged organic products are required to have the EU logo. After a two-year transition phase, placement of the label is now mandatory.
But what about the EKO-label, the logo that has become so familiar to Dutch consumers? Many companies are committed to keeping the old label, even going as far as to become licensees.
Volkert Engelsman, director of Eosta, a leading international distributor of organic fresh fruits and vegetables, agrees that the new EU logo is a step forward: “The new label takes away a lot of trade barriers and brings more uniformity in the distribution.” He does, however, see the added advantage of an ‘extra’ label. The old Eko-label, says Engelsman, gained a lot of respect and recognition with his European partners. “It would be a shame,” he adds, “to just throw that away now.”
Henk Gerbers, speaking on behalf of another certificate, Bio+, acknowledges the need for a more uniform trademark, even though most of the affiliated manufacturers will continue to use the Bio+ label. “It’s a good thing to go from several dozens of logos to just one. It makes it more recognizable for the customer. It’s also important that the organic sector cooperates in its communication to the consumer.”
A spokesperson on behalf of the EKO-label, René Heusschen, isn’t ready to abandon the old logo just yet. His company is actually licensing growers of organic produce to use the label as an added badge of quality. “The new EU logo hasn’t really caught on yet,” he states. “The EKO brand is still familiar to both suppliers and consumers. Why change that?”