Growing the Biodynamic® Marketplace

Update from the Biodynamic Industry Working Group

By Beth Hoinacki

Although the potential for developing the market for Demeter Certified Biodynamic® quality products in the US has been long recognized, attempts at market development over the past two decades have largely failed. While organizational development and lack of financial resources have been limiting factors in developing the market, the biodynamic movement has also struggled with balancing the unique dynamic between supply and demand in farming and food systems. 

With the formation of the Biodynamic Demeter Alliance by the Biodynamic Association and Demeter USA, a framework was established to help bring forward an effective marketing and economic development initiative to advance Biodynamic agriculture and products in the United States. Currently, a marketplace working group is engaged in identifying relevant and effective strategies to build the Biodynamic brand in the US. Members of the group represent a broad cross-section of our biodynamic community and include licensees and others with experience in small- to larger-scale farming, direct-to-consumer goods as well as nationally distributed retail CPG (Consumer Packaged Goods), vertically integrated farm-to-bottle production, value chains, and a diversity of certification programs and labels. In addition, collaboration with our colleagues at the Biodynamic Federation Demeter International (BFDI) is helping to inform us with respect to challenges and opportunities and to build on the success of biodynamics in Europe in other parts of the globe. (See you-will-grow.net for a BFDI marketing campaign.)

While we are excited to take up this work, we recognize the challenges are many! The Demeter Certified Biodynamic® brand is not generally recognized in the US outside of the vineyard and wine sectors, and so has little financial value in the broader marketplace; therefore, there is little incentive to certify, even when biodynamic practices are implemented, and there often is a need to educate the buyers of a certified product to know what “Biodynamic” means. The adoption of Biodynamic practices in the US also has been slow, as there has been minimal support for education at the production level and for transitioning acreage. In addition, strong competitors exist in the organic and natural products market.

However, while the organic market has grown in the US, the narrative over what is organic continues to confuse the US consumer, and concerns regarding the integrity of the organic label are widespread. The conflict surrounding the certification of hydroponics, as well as the recent emphasis on enforcement programs, continue to affect the credibility of the organic label. The current focus on regenerative agriculture, the meaning of which is not well defined or regulated, also adds confusion to the discussion of what environmentally responsible agriculture looks like.

Biodynamic agriculture and products have a compelling story and strong differentiation from other organic and natural brands. Combined with a 100-year history and an argument for practicing generative agriculture, as well as being the original “regenerative agriculture,” the Biodynamic movement is well poised to launch an effective marketing campaign. Critical to supporting that campaign will be identifying strategies to provide short- and long-term supply and to develop domestic value chains that compensate all stakeholders fairly, with a focus on farmers.

Going forward, the working group will be meeting to do this strategic work with the following objectives:

• Increase demand for Demeter Certified BiodynamicÆ products in the US

• Broaden availability of healthy Demeter Certified BiodynamicÆ products to US consumers

• Support the conversion of US farms to Biodynamic production

• Reduce barriers to certification for Biodynamic farms and processors in the US

• Build reliable and fair food value chains

As we do this work, we will also be considering a long -term strategy to carry this forward and will be discussing the best organizational form to adopt. While we are currently working within the Biodynamic Demeter Alliance and in collaboration with Demeter USA, we recognize the need for a robust, independent entity with a specific focus on economic development. We are excited to see this form take shape!

And while we have a talented and experienced group (see right), we would love your input as well! If you are feeling a deeper call to engage in this work, please feel free to reach out to me directly or to any of our group with whom you may already be acquainted. 

WORKING GROUP PARTICIPANTS: 

Alysoun Bolger, Biodynamic Federation Demeter International (BFDI)

Will Bratton, Traditional Medicinals

Craig Camp, Troon Vineyard

Isaac Daniels, SunGold Botanicals

Jim Fullmer, Hoskins Berry Farm

Lance Hansen, Jack Rabbit Hill

Beth Hoinacki, Goodfoot Farm

Jessica Roberts, Whole Farm Strategies

Meghan and Keith Rowe, White Leaf Provisions

Bill Sweat, Winderlea Vineyard and Winery

Brian Wickert, Natural Health Partners

Beth Hoinacki is President of the Demeter USA Board of Directors. She lives and farms with her family at Goodfoot Farm, a small, diversified market farm in the coastal foothills of Oregonís Willamette Valley. Beth can be reached at beth@goodfootfarm.com.