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

Farm ManagementIndustry Organizations Sound Off On President’s Immigration Plan
November 21, 2014
Agriculture is not given the attention it so sorely deserves when it comes to the immigration debate. Read More
Insect ControlDon’t Turn Your Back On Striped Blister Beetles
November 21, 2014
Learn how to ID, the survival and spread, as well as management methods of this vegetable pest. Read More
CitrusRamped-Up Predatory Mite Production To Benefit Growers
November 21, 2014
Biologics company Beneficial Insectary now rearing two species in its California facility. Read More
NutsArizona Pistachio And Pecan Growers Benefiting From High Prices
November 21, 2014
Pecan production alone is expected to double in the next 10 years. Read More
Apples & PearsOn The Road With The International Fruit Tree Association Study Tour To Italy Part 2 [Slideshow]
November 21, 2014
Attention to detail is evident in the production of high quality feathered apple trees at GRIBA’s nursery. Read More
Fruits2014 California Winegrape Harvest: Outstanding
November 21, 2014
It’s the earliest crop of the decade, but still a third in a string of great vintages. Read More
FruitsFetzer Vineyards Pioneers Zero Waste
November 21, 2014
Company achieves top sustainability certification by diverting 98% of its waste from the landfill. Read More
VegetablesFormer Harris Seeds Co. CEO, Per Jensen, Passes At 85
November 21, 2014
A passion for plants defined longtime industry influencer. Read More
GrapesPerfect Storm Hurts New York Concord Grape Growers
November 21, 2014
More than 10,000 tons of juice grapes are abandoned because of too much production and no market. Read More
FruitsClassic Turkey Day Dinner Costing Consumers More This Year
November 20, 2014
Despite increase, a family of 10 can still get stuffed for less than $50. Read More

The Latest

Farm ManagementIndustry Organizations Sound Off On President’s Immig…
November 21, 2014
Agriculture is not given the attention it so sorely deserves when it comes to the immigration debate. Read More
Insect ControlDon’t Turn Your Back On Striped Blister Beetles
November 21, 2014
Learn how to ID, the survival and spread, as well as management methods of this vegetable pest. Read More
CitrusRamped-Up Predatory Mite Production To Benefit Growers
November 21, 2014
Biologics company Beneficial Insectary now rearing two species in its California facility. Read More
NutsArizona Pistachio And Pecan Growers Benefiting From Hig…
November 21, 2014
Pecan production alone is expected to double in the next 10 years. Read More
Apples & PearsOn The Road With The International Fruit Tree Associati…
November 21, 2014
Attention to detail is evident in the production of high quality feathered apple trees at GRIBA’s nursery. Read More
Fruits2014 California Winegrape Harvest: Outstanding
November 21, 2014
It’s the earliest crop of the decade, but still a third in a string of great vintages. Read More
FruitsFetzer Vineyards Pioneers Zero Waste
November 21, 2014
Company achieves top sustainability certification by diverting 98% of its waste from the landfill. Read More
VegetablesFormer Harris Seeds Co. CEO, Per Jensen, Passes At 85
November 21, 2014
A passion for plants defined longtime industry influencer. Read More
GrapesPerfect Storm Hurts New York Concord Grape Growers
November 21, 2014
More than 10,000 tons of juice grapes are abandoned because of too much production and no market. Read More
FruitsClassic Turkey Day Dinner Costing Consumers More This Y…
November 20, 2014
Despite increase, a family of 10 can still get stuffed for less than $50. Read More
Insect ControlFlorida Vegetable Growers Gain Access To New Nematicide
November 20, 2014
Methyl bromide alternative Nimitz approved for use on tomatoes, peppers, okra, eggplant, cucumber, watermelon, cantaloupe, and squash. Read More
EquipmentHighlights From EIMA International In Italy [Slideshow]
November 19, 2014
The 2014 edition of the International Agricultural and Gardening Machinery Exhibition (EIMA) boasted a record number of attendees from 124 countries. Read More
Farm ManagementVegetableGrowerConnect Delivers Results For Growers And…
November 19, 2014
Suppliers and growers got down to business in San Diego discussing current needs, solutions, and ways to increase efficiencies on the farm. Browse this slideshow for VegetableGrowerConnect highlights. Read More
FruitsFixing Farm Labor Woes Worth The Extra Effort [Opinion]
November 19, 2014
40th annual Ag Labor Relations Forum encourages outreach and action. Read More
BerriesPackaging Company’s Campaign To Benefit Future Organi…
November 19, 2014
Sambrailo Packaging of Watsonville, CA, has partnered with California Certified Organic Farmers and will donate a portion of the sales of clamshells made from plastic bottles. Read More
Apples & PearsOn The Road With The International Fruit Tree Associati…
November 19, 2014
Win Cowgill of Rutgers University details a trip through the one of the most concentrated fruit growing areas in the world, the South Tyrol region of Italy. Read More
IrrigationAlmond Grower Honored For Water Efficiency
November 18, 2014
Ongoing drought highlights the efforts of third-generation Madera County grower Tom Rogers. Read More
CitrusWomen’s Impact On Agriculture Impressive [Opinion…
November 18, 2014
Florida Agriculture Commissioner Adam Putnam says the long-term sustainability of farming depends on our youth. Read More