The Greener Fields Project was initiated to intensify the dialogue between eco-labeling initiatives, evaluate programs and policies that support these efforts, and build further capacity and leadership in the sustainable agriculture labeling community.

During the course of our two-year research we explored a broad range of marketing and labeling programs, from organic to sustainable, and national to international. We also interviewed and engaged with a wide range of individuals involved in the eco-labeling community -- including farmers, consumers, retailers, food industry representatives, non-governmental colleagues, and policy makers throughout the US and Europe.

In order to capture a snapshot of the emerging industry, and in an attempt to lay the foundation for communication and collaboration among eco-labeling programs, the Greener Fields project:

* Hosted three stakeholder forums with eco-label and food system practitioners,
* Gauged consumer attitudes and behavior through a Consumer Behavior Index,
* Reviewed the historical development of the organic food industry,
* Surveyed a cross-section of U.S. eco-label programs, and
* Conducted a field survey of eco-marketing efforts in six European countries.

This collaborative research effort was led by the following four organizations: the Rural Advancement Foundation International-USA (RAFI-USA), Mothers & Others for a Livable Planet (M&O), the Southern Sustainable Agriculture Working Group (SSAWG), and The Food Alliance (TFA).

In this report we discuss the results of this research and provide an overview of various issues and opportunities facing the labeling community. Throughout the report, we offer strategies for creating marketing programs that further the goals of sustainable agriculture and signposts for success.

Our research suggests that a comprehensive approach — one that will strengthen eco-labeling programs, reach more consumers, and provide a web of support for the farmers, retailers and others involved — is critical at this stage. In the final chapter of this report we outline six key steps for immediate pursuit so that the eco-label community can realize its full potential.

Although this report is only a snapshot in time, it establishes a foundation of universal research and knowledge for future efforts. As the Greener Fields Project has increased the communication and collaboration among the disparate elements of the sustainable agricultural marketing community, we discovered tremendous interest in continued collaboration and coordination among labeling initiatives.

To order a copy of the complete report, contact Nancy at rogerson@rafiusa.org. For further information on the continuing Greener Fields Project, please contact: