When branding is nothing more than just another label or mark on your bag, box, or bottle, its not serving its highest purpose. Branding is important, to be sure, but it should be transparent. It should provide a window into the person, company or entity that it represents. It should tell a story. It should be about how they treat their employees, vendors, customers, citizens of the world, and the environment – and how that translates into being a responsible global citizen. It should proudly represent the fundamental principles of the company. The reality though is that branding can often be about getting you to believe something contrary to what the company really does.
Take Nike for example. A great company in so much as they make great shoes and other sporting goods. But their record on human welfare is something other than stellar. What about BP and their new bright green eco-label? Looks great, but what about BP’s 2010 Deep Horizon oil spill in the Gulf of Mexico? Not so green now, but whatever, they have a great new logo.
Part of the branding craze is also the love of certifications – in particular local, sustainable, and fair trade. In essence certifications should in fact tell you everything you need to know about that company’s stance on the environment, fair trade, and human welfare. In reality, many certifications are nothing more than smoke and mirrors that create another level of commerce (for the certification owners), bureaucracy for companies, and misguided trust in consumers (e.g., certified organic). If they in fact did what they were supposed to do, then there would be fewer companies bearing their trusted logos and more real, honest-to-God consumer confidence.
In the early 1990s, the USDA took control of organic agriculture, creating a set of standards and a certification process. It was needed at that time to weed out some of the bad actors who were taking advantage of consumers looking for safer, healthier food. Since then it has morphed into a global phenomenon now dominated by corporations looking to do exactly what it had sought to prevent. Recently the NOSB (National Organic Standards Board) approved the use of hydroponic technologies as organic, even permitting the use of pesticides up until the day the crop was “planted.” To be sure, the pesticides didn’t actually touch the plants or crops, but they did contaminate the surroundings. Organic ain’t organic anymore.
The Real Organic Project is a group of maverick growers looking to ensure that little things like crops are being grown in soil and that no pesticides are being used in or around said plantings. This is just a little of what it means to be truly organic. There is no doubt that once something becomes popular and lucrative you’ll get the carpetbaggers and Johnny Come Lately’s. I’ve seen growers and processors use certification standards as a way to gain market access without really committing to the spirit or intent of the standard. This is something I’ve come to expect, and so the co-option of organic is no surprise. In these cases, something else was created – and that’s also something I’ve come to expect. In the end though there is no replacement for knowing your farmer, looking them in the eye and getting straight answers. My great-grandmother was right – honesty is the best policy, especially these days.
TREE FRUIT IPM UPDATE Starting this week I've decided to expand the IPM chart to include more DD relevant information as it pertains to insect developments and spray timings. But first, a complete IPM run down
APPLE SCAB - Primary season is 99.9% over in ENY, and about 90% over for WNY. I would keep coverage for at least another week in ENY and another two weeks for WNY. We're pretty clean out there and no reason to let things slip through the cracks.
FIREBLIGHT - We have not seen any FB strikes this season and with bloom basically over throughout the state, I doubt we will see any strikes or major issues. If you think you have fireblight, make sure you are not looking at the symptoms associated with nectria twig blight of Pseudomonas syringae infections (blossom blast).
POWDERY MILDEW - the first mildew symptoms have popped up in unmanaged orchards, but we haven't seen any yet in managed orchards. That said, the potential for infections is fairly high for the lower Hudson Valley. Fungicide applications have been adequate to prevent any infections (hopefully!), but now is the time when scab sprays can be reduced, PM sprays need to be maintained.
SUMMER DISEASES - the clock is ticking on summer disease incidence, though it was just started at petal fall. Fungicide applications are protecting against ANY infections so far. When 270 LWH have accumulated then we really need to be vigilant. With the wet weather we've had so far this year it won;t take long to accumulate 270 LWH.
PLUM CURCULIO - PC season is creeping along with roughly 10 days left in ENY (for female oviposition/damage to fruit). It has just started in WNY.
ORIENTAL FRUIT MOTH - first generation egg laying and hatch is now OVER is ENY. It is about 60% done in WNY (depends on location) and so protective sprays should have been applied already.
CODLING MOTH - First gen flight just started within the last 110 days in ENY, it hasn't even started yet in WNY. Egg laying is ongoing and first hatch should occur at 220DD - or in about 4 days. Insecticide applications should begin at that time. WNY can still sit back and rest a bit longer.
When branding is nothing more than just another label or mark on your bag, box, or bottle, its not serving its highest purpose. Branding is important, to be sure, but it should be transparent. It should provide a window into the person, company or entity that it represents. It should tell a story. It should be about how they treat their employees, vendors, customers, citizens of the world, and the environment – and how that translates into being a responsible global citizen. It should proudly represent the fundamental principles of the company. The reality though is that branding can often be about getting you to believe something contrary to what the company really does.
