Gaining New Ground Post‑Webinar 2
Through the generous support of RAFI-USA, Florida Organic Growers (FOG) continues the Gaining New Ground Initiative—a forward-thinking program designed to equip aspiring and expanding farmers with the knowledge and tools needed to build resilient agricultural businesses.
Webinar #2 in this three-part series, “Organic Certification as a Gateway to Unlocking New Market and Sales Opportunities,” focused on a powerful idea: organic certification is not simply a label—it is a strategic pathway to market access, price premiums, and credibility resulting in long-term farm viability and resilience.
Certification: More Than Compliance
Stephanie Jerger, Vice President of Operations at the Organic Trade Association (OTA), opened the session with a clear overview of the certification process under the USDA National Organic Program (NOP). She emphasized that certification provides a nationally recognized, third-party verified standard that builds trust across the supply chain—from seed to shelf.
For transitioning farmers, the three-year transition period can feel daunting. However, as discussed in the webinar, many producers are already using organic practices and may be closer to eligibility than they realize. Developing a strong Organic System Plan (OSP), choosing an accredited certifier, and preparing for inspection are structured, manageable steps when approached systematically.
Importantly, certification is not only about regulatory compliance—it is about creating market credibility.
From Certification to Sales Growth
The McLean family of Mclean Family Farms and Uncle Matt’s Organic shared how certification became the foundation for building the nation’s leading organic orange juice brand. As multi-generational Florida growers, they explained that organic production allowed them to differentiate in a crowded marketplace and move from being “price takers” to “price makers.”
Organic certification opened doors to:
- Retail partnerships with major grocery chains
- National brand recognition
- Export opportunities
- Media visibility and community engagement
They also highlighted the importance of direct consumer connection—through farm tours, U-pick operations, and educational outreach—which strengthened trust and built brand loyalty.
Market Opportunity Is Real
Organic is no longer niche. The U.S. organic market now exceeds $70 billion annually, with approximately 80% of U.S. households purchasing organic products regularly. Retailers—from natural food stores to mainstream chains—continue expanding organic offerings to meet consumer demand.
Consumers increasingly seek:
- Transparency and traceability
- Reduced pesticide exposure
- Environmental stewardship
- Nutrient-dense food
Certification positions farmers squarely within that growing demand.
Overcoming Barriers
Cost-share programs and technical assistance remain critical supports for producers pursuing certification. While funding timelines can fluctuate, FOG and OTA continue advocating to ensure that certification remains accessible to small and transitioning farmers.
Speakers also underscored creative entry strategies: leasing land, partnering with existing infrastructure, and building gradually while reinvesting profits.
Moving Forward
Webinar #2 reinforced a clear message: organic certification is a gateway—it differentiates your product, strengthens your credibility, and expands your access to premium markets.
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Thank you for being part of the growing movement to strengthen organic agriculture in Florida.
We all need to eat. Go Organic!
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