COOL Opportunities

COOL Opportunities

Years ago, consumers would push their carts around the produce sections of grocery stores, looking for the best prices. Little concern was given to where the produce was grown, as shoppers were simply looking for the items on their grocery lists. Country of origin didn’t have too much impact on many purchasing decisions.

Move ahead to a few years ago, however, and knowing where produce originated was deemed something that was necessary and Country of Origin Labeling, known as COOL, was the acronym getting tossed around. In fact, COOL was to be part of the 2002 Farm Bill. The implementation of country of origin law for produce, however, was delayed because of the perceived costs involved.

Well, now things are changing. According to the U.S. Potato Board (USPB), a letter from a major retailer was sent recently to all of its perishables suppliers regarding its expectations as they relate to COOL. Despite the fact that there are several elements of COOL that are yet to be decided, many believe that when the Farm Bill is passed, there will be some country of original labeling requirements that could take place as early as this fall.

To prepare for the coming changes, the USPB is recommending that potato growers order new fresh potato packaging, bags, cartons, etc., that say “Product of USA”, or “USA,” or indicate the state where the potatoes were grown, such as “Idaho potatoes” on the primary panel. USPB also plans to work on some standardized point-of-purchase signage that retailers and shippers can use for bulk potatoes. 

It might be a good idea for growers of other commodities to follow the USPB’s example. Get out ahead of the game, and be prepared to comply with labeling regulations. The good news is, this time around the burden of mandatory labeling on produce suppliers should be reduced.

Locally Grown

Further helping the cause of COOL, consumers continue to show interest in where their produce originated, as support in many areas of the country for locally grown food is increasing. With rising concern about food safety, as well as a new “eco-sensitivity,” an increasing number of consumers also want to know how far their food has traveled to reach its final destination.

In addition, we are hearing more about growth in farmers markets, Community Supported Agriculture ventures, and restaurants playing up the fact that their produce is supplied by local growers. Many grocery stores also have jumped on the bandwagon, with signage indicating where the produce was grown. From my own shopping experiences, a couple of chains in Northeast Ohio have areas set aside for the “Ohio grown” produce.

With the consuming public interested in where produce originated, turn any new labeling requirements into a marketing opportunity rather than a burden. Give all consumers the information they want. You just may increase your sales — both here and other areas of the world.

Leave a Reply

Featured Stories
Biocontrols 2015 Conference
CitrusGrowers Go In-Depth At Biocontrols 2015 Conference & Tradeshow
March 9, 2015
The first-of-its-kind event brought growers, researchers, regulators, and suppliers together for a two-day discussion on the latest biocontrols tools and technologies. Read More
Crop ProtectionAt Paramount Farming, Mating Disruption Pays Off
February 10, 2015
To say Brad Higbee is an expert in mating disruption, the use of pheromones to confuse target pests and reduce Read More
Crop ProtectionGrower Experienced In Biocontrols Says: Be Patient
February 4, 2015
The use of biocontrols in all aspects of agriculture is becoming more widespread. But incorporating biocontrols in a vegetable farming Read More
FruitsSounding Off On GMOs: The Arctic Apple Decision
March 27, 2015
Industry leaders share their feelings on the recently approved genetically modified apples. Read More
BerriesBuilding A Better Black Raspberry
March 27, 2015
Studies focusing on consumer preference, aphid resistance, heat tolerance, and genetics aim to capitalize on an expanding market. Read More
CitrusMore California Citrus Placed Under Psyllid Quarantine
March 27, 2015
Asian citrus psyllid is found in Madera County – the heart of the San Joaquin Valley. Read More
FruitsAhead Of The Curve, Part 2
March 27, 2015
Get educated with great resources in the tree fruit industry available at your fingertips. Read More
Apples & PearsMeet USApple’s Class of 2015 Young Apple Leaders
March 27, 2015
Young decision-makers see trip as an opportunity make sure the voice of the apple industry is heard by representatives. Read More
GrapesGlassy-Winged Sharpshooter Found In Marin County
March 26, 2015
This pest, known to spread Pierce’s Disease, could devastate California winegrapes. Read More
GrapesFirst Raisin Grape That Dries Naturally On Vine Developed
March 26, 2015
The new Sunpreme variety eliminates the need for growers to cut into woody canes before harvest. Read More
Fresh From Florida Strawberry Parfait recipe
BerriesNew Partnership Sends Florida Strawberries To Puerto Rico
March 26, 2015
Latest addition extends Sunshine State’s agricultural export reach in the Caribbean. Read More
drought management; irrigation; water management
FruitsHow To Become A Soil Sleuth
March 26, 2015
To correctly apply the proper nutrients at the right rates, you need to know where your fields are deficient and how to correctly diagnose a disorder. Read More
NutsWhy You Should Use Low-Rate Applications Of Potassium
March 26, 2015
These rates provide growers a low-cost method comparable to conventional applications. Read More
The Latest
FruitsSounding Off On GMOs: The Arctic Apple Decision
March 27, 2015
Industry leaders share their feelings on the recently approved genetically modified apples. Read More
BerriesBuilding A Better Black Raspberry
March 27, 2015
Studies focusing on consumer preference, aphid resistance, heat tolerance, and genetics aim to capitalize on an expanding market. Read More
CitrusMore California Citrus Placed Under Psyllid Quarantine
March 27, 2015
Asian citrus psyllid is found in Madera County – the heart of the San Joaquin Valley. Read More
FruitsAhead Of The Curve, Part 2
March 27, 2015
Get educated with great resources in the tree fruit industry available at your fingertips. Read More
Apples & PearsMeet USApple’s Class of 2015 Young Apple Leaders
March 27, 2015
Young decision-makers see trip as an opportunity make sure the voice of the apple industry is heard by representatives. Read More
GrapesGlassy-Winged Sharpshooter Found In Marin County
March 26, 2015
This pest, known to spread Pierce’s Disease, could devastate California winegrapes. Read More
GrapesFirst Raisin Grape That Dries Naturally On Vine Develop…
March 26, 2015
The new Sunpreme variety eliminates the need for growers to cut into woody canes before harvest. Read More
Fresh From Florida Strawberry Parfait recipe
BerriesNew Partnership Sends Florida Strawberries To Puerto Ri…
March 26, 2015
Latest addition extends Sunshine State’s agricultural export reach in the Caribbean. Read More
drought management; irrigation; water management
FruitsHow To Become A Soil Sleuth
March 26, 2015
To correctly apply the proper nutrients at the right rates, you need to know where your fields are deficient and how to correctly diagnose a disorder. Read More
NutsWhy You Should Use Low-Rate Applications Of Potassium
March 26, 2015
These rates provide growers a low-cost method comparable to conventional applications. Read More
Cold ProtectionWind Machine, Electric Pruners Donated To MSU Research …
March 25, 2015
New equipment to help protect research blocks from frost damage and provide center with latest technology. Read More
CitrusProposed Farm Bill Provision To Limit Payments To Non-F…
March 25, 2015
USDA has proposed a new rule which would limit payment to those who are only actively engaged in farming. Read More
Pennsylvania hard cider guild logo
Apples & PearsPennsylvania Hard Cider Producers Founded Independent T…
March 25, 2015
The Pennsylvania Cider Guild is designed to help promote and educate members and consumers. Read More
FruitsHow To Get Started With Partnerships And Sponsorships
March 25, 2015
Mark Saunders of Saunders Farm says your business is never too small or too big to get more value for what you do on your farm. Read More
FruitsValue Through Partnerships And Sponsorships [Opinion]
March 25, 2015
Mark Saunders of Saunders Farms says admission is one way to get value for what you do, but sponsorships and partnerships are the next level. Read More
chateau hough urban vineyard Cleveland Ohio
GrapesFrom Riots To Vineyard — A Story of Urban Revival
March 25, 2015
Ex-convict’s inner-city vineyard in the Hough neighborhood in Cleveland an opportunity for those leaving incarceration for a bright future in viticulture. Read More
FruitsWorld Ag Expo 2015: New Tools For Fruit Growers
March 24, 2015
From wind machines to solar-powered pumps, here is some of the new equipment on display this year's edition of the nation's largest farm show. Read More
Apples & PearsNeedles Found In Honeycrisp Sold At Grocery Store
March 24, 2015
Apples were believed to be tampered with; initial surveillance footage was inconclusive. Read More