Organic Shortbread?

Is anyone else out there confused about all the marketing hype and consumer frenzy around "organic" products? 

Many people have asked me to make "organic" shortbread and honestly, I don't really understand what that means, except that I think people are asking me to invent a healthier version of our shortbread.   Alas, shortbread is not a healthy food. 

As a wordsmith, I want to be accurate.  As a marketer, I want understand the language of my customers. I've been confused about organic for a long time and I'm relieved to see that great minds are struggling with the same questions I have.   

Here's a great article from the NYTimes science blog about the confusion over what organic means in marketingspeak versus what it means in the scientific terms.

I'm so confused I feel like eating a Twinkie. 

Comments

[Michael at EddiesEnergy.com]

Ditto for us, Ann.

We have not made our bars organic for a number of reasons. Because of this confusion, we are pushing the fact that you can pronounce every ingredient in our bars, and people seem to understand that.

[Sarah]

Hmmm... it isn't really about making something healthier. Organic is a process, not an outcome. Using organic ingredients has more to do with how the cow that makes your butter has lived its life than about the healthfulness of a shortbread cookie.

The funny thing is, plenty of people who eat exclusively organic are confused about it too...

Being able to pronounce all the ingredients is VERY important, however!

S.
http://greenmountainfoodie.blogspot.com/

[Amy Todisco]

As someone who has been passionate about the world of green living for over 16 years, I would say that many consumers assume that the word "organic" means healthier. Healthier for them and their family because certified organic is not allowed to contain pesticide laden ingredients, genetically modified ingredients, irradiation or sewage sludge. Healthier for the animals that are raised according to organic standards, and healthier for the earth/environment because toxics chemicals are not used in the production of organic.It a much more sustainable form of farming with respect for the land and all living creatures (if done correctly).

Does it always live up to these standards? Not so much, now that the USDA is in the certifying game. And, with large corporate farms trying to cash in on the organic movement. But, it's still a heck of a lot better than conventional food.

Regarding shortbread... my guess is that people are asking if you are using organic ingredients to make your shortbread because though shortbread is not a health food, they'd feel less guilty if the ingredients were organic. My two green cents.

-Amy

[Lisa Tener]

As an organic consumer, to me organic means:
- The ingredients are free of hormones.
- All ingredients come from produce, grains or animals that are free of pesticides.
- Other organic practices include no sewage sludge used to grow the crops or feed cows (for the butter or milk you use)and I'm sure there are a few others...

To those of us who are organic fanatics these things are important, even when eating something "unhealthy" like a sugary cookie.