We’ve all gotten used to the idea of the “Organic” label encompassing so much that it’s all but useless. Organic farming can look almost exactly like industrial agriculture, and it has to if we’re unwilling to change anything else about the food supply chain. It scratches the prevailing environmentalist itch, without helping people or the environment (most large-scale organic farmers still have monoculture, hire low-wage migrant workers, must introduce tons of nitrogen into the soil, and use untold energy on transportation, refrigeration, etc.).
But could the label “local” be similarly diluted? I’ve been researching craft distilleries, and it seems to me the answer is “yes, but not without lying”. An blog post from yesterday chastises a distillery, referring to them as “Potemkin Craft Distilleries“. They want to be a local distillery, but in the meantime they’re importing. Bulleit bourbon also comes to mind – it seems American and small batch, but it’s a brand acquired by a big distributor and likely sourced in the UK. Confusing at best, deceptive at worst – welcome to marketing!
Organic and local are both broad terms, and organic has been reduced to meaning “no pesticides or antibiotics” – both of which could be used judiciously and should not be completely banned. If an animal gets sick, you should be able to give it antibiotics. The problem is when you hurt the animal then give it antibiotics because it makes better economic sense.
I’m rambling now. Organic and local are useful labels because they raise awareness of broad issues. But the issue for us is taking dominion and assuming responsibility for your actions in the marketplace. There may come a time when these labels cease to be helpful, and we will have to continue this struggle without having them as helpful entry points from the zeitgeist.