An analysis of international certification systems reveals that our main trading partners have a political will to regulate the marketing of organically produced foods, and have for several years been implementing a certification system offering specific, rigorous and comprehensive supervision of activities involving organic products.
Strict legislation, exacting standards, mandatory certification and accreditation, specific import inspection and control systems: these are the common features of these systems. The Canadian system is multi-faceted. It shows advanced thinking and structure in British Columbia, and an accomplished mandatory regime in Quebec.
In the other provinces and nationally, a voluntary standard prevails. Many structures are in place, but the organic designation is not protected, certification and accreditation are not compulsory, and imports of organic products are not specifically controlled.
However, meetings with Canadian consumer groups reveal a high level of a priori confidence in the organic products on offer in Canada. In fact, the presence of a logo and the mention of the term
In fact, the presence of a logo and the mention of the term "organic" are often enough for consumers to judge that the product is controlled and reliable. Consumers' choice of organic products is primarily driven by health considerations.
As a result, it quickly becomes clear that the Canadian system needs to rigorously supervise the use of the organic label, implement a policy of controlling establishments and certifiers, and ensure that the food offered in stores complies. Consumers who turn to organic foods, which are more expensive and offer health benefits, cannot be deceived: the product purchased must meet guarantees regarding its manufacturing process and integrity.
The focus groups also revealed that Canadian consumers were very surprised and concerned to learn about the Canadian reality, whereas they had imagined that organic was governed by a mandatory system. The focus groups also revealed that some consumers were already wary, questioning the "organic" nature of the products on offer, and deploring the confusion created by the multiplicity of names and logos.
The situation would change radically if the certification system became mandatory. A protected organic designation, systematic certification by certifiers accredited by one or more competent authorities, a single national logo and a vast public awareness campaign on this new departure for organic in Canada, and it's a safe bet that choice and purchase will rhyme with consumer confidence and satisfaction.
The 22 recommendations that follow are the fruit of an analysis of the current international and Canadian situations, the perceptions and expectations of stakeholders in the Canadian organic sector, and, above all, the demands of consumers, identified during focus groups, coupled with our requirements as an association whose mission is to protect, defend and inform Canadian consumers.
