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There are many labels for organic coffee. And this is not limited to the coffee market alone. But the consumer can sometimes get lost and it is not always clear what exactly is meant by an organic or fair trade label. So what is organic +?
We will first recall the origin of these labels that have come to mark out our consumer products. Then, we will try to classify them, without making an exhaustive list. A distinction must be made between certification and label for a better understanding. It will then be easier to pay particular attention to the organic labels and to trace their contours. From then on, the approach to the design of an organic + label will become clearer and we will develop it together with concrete examples.
The AB (Agriculture Biologique) label was created in France in 1985. At the time, the development of agriculture using pesticides and chemical products was a concern for consumers who began to demand quality production. Negative effects on health were noted and the correlation with products saturated with chemicals was established. It is therefore a state label (emanating from the Ministry of Agriculture) that is born to prohibit the use of certain products within the newly labeled agriculture, such as synthetic chemicals.
The principle was established: control to control the health risk and reassure the consumer while establishing precise quantitative and qualitative criteria. From this reflection, new labels were created according to the degree of requirement of the various actors concerned. We can thus quote :
The "AB" and "Eurofeuille" labels are administrative and depend on Europe. However, it is important to know that neither the State nor Europe issues certification. In fact, only authorized and independent organizations can deliver the certification at the request of the actor who wishes to claim the respect of the label in question.
It is only with the benefit of the certification that the label can be displayed. This certification has a cost that must be borne by the coffee supply chain. The neutrality and impartiality of the control bodies (Bureau Veritas for example) become the guarantee of the seriousness of their work and this certifies that the producer, the transporter or the trader respect the specifications established by the label.
The certification in coffee verifies, for example, the agricultural method used as well as all the stages of transformation that it undergoes. Thus, even a decaffeinated coffee can obtain the organic certification thanks to a technique without solvent known as inverted osmosis (Swiss Water method for example) which respects the integrity of the coffee beans.
Originally, consumers quickly realized that an organically grown product was better for their health. Moreover, the respect of the environment being an integral part of this logic, the organic label quickly became synonymous with "better eating" and "less pollution", which was indeed the initial objective.
But the coffee market has evolved. From production to consumption, trends have changed:
Labels have therefore had to adapt to the internationalization of such a market and it is sometimes complicated to find one's way around, as certifications and standards are cumulative or contradictory depending on the country and the law. For example, there are producing countries where it is impossible to export without the phytosanitary follow-up booklet that accompanies the coffee.
So, the organic label remains a beacon, a reference point that allows the consumer to be sure of the minimum quality of the product he is buying. Coffee, whether it is in beans, soluble, decaffeinated, in capsules, etc. can claim to be organic and this is already a relief for those who demand quality. However, organic coffee growing only concerns 2% of the world market and barely 10% of the exploited surfaces. This suggests that there is still a long way to go and that there are still abuses that can sometimes occur.
As the name suggests, an organic + label is an organic label that certifies that the coffee crop meets the minimum requirements of the organic designation. However, these requirements can sometimes be increased and the controls of the certification body can also be more thorough. This reinforces the logic of the organic label and increases the quality of the product. This virtuous circle also tends to reinforce the seriousness of the actors who comply with these specifications, which are even more restrictive than a classic organic label.
For example, labels such as Nature et Progrès or Biocohérence will push the logic as far as :
The idea is to strengthen the organic approach in order to achieve the maximum level of environmental and health benefits possible.
Biodynamic coffee growing is also an organic + approach that can be recognized by the Demeter label. The certifications can then be delivered by certification bodies such as EcoCert or IMO. However, this method of cultivation is not mandatory to obtain the organic label. It is a desire to go further in the process to ensure a quality coffee to the customer with more stringent requirements.
As we have seen, labels come from a variety of organizations (government, private bodies, etc.) that are not necessarily those that certify. This means that anyone can propose, without a third-party control body, a set of specifications that they establish themselves according to their own subjective requirements, and then put forward the fact that they respect a label.
It is therefore essential for a consumer to know the different labels as well as their values in order to better find his way in the middle of a diversified market. It is also important to remember that a quality coffee, which respects all the steps and actors of this production and which wants to be organic or bio + is mathematically more expensive than a non-labeled coffee, because, as everywhere, quality has a cost.
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