The dirt on organic standards

As most garden retailers can attest, organic growing media is a rapidly rising product category. Millions of new vegetable gardeners are looking for organic supplies to grow their own food. Driven by food prices, food safety, the “staycation” trend, or enthusiasm for fresh food, people are looking to grow their own and do it organically.

According to the Garden Writers Association Foundation, interest in growing food is not waning. Of the 41 million U.S. households that planted a vegetable garden last year, 37 percent said they will increase their garden in 2010. More veggie gardens equal more seedlings being grown, planted, maintained and harvested. Garden centers that get it right will translate this enthusiasm to higher sales of organic products used in vegetable gardens, especially organic seeds and growing media.

Quick history
In 2001, the United States Department of Agriculture (USDA) officially passed the first organic standard for agriculture. The National Organic Program (NOP) allows farms to become USDA Certified Organic if they adhere to certain production methods. These include eliminating the use of irradiation, sewage sludge or genetically modified seeds. The USDA does not regulate non-agricultural products labeled as organic.

However, the Organic Material Review Institute, or OMRI, is a non-profit organization that reviews non-agricultural products for compliance with USDA NOP standards. This list is available online at www.omri.org. The number of OMRI listed products available to retail garden centers is increasing rapidly. Recognition of the OMRI logo is also increasing. However, it’s still mostly limited to market regions where demographics support organic agriculture. The LOHAS (Lifestyles of Health and Sustainability) demographic fits this description quite well.

Media components
Since all horticultural products are agricultural products, it makes sense to evaluate an organic growing media’s compliance with USDA’s NOP guidelines. Organic materials used in growing media include peat, bark, compost, rice hulls, peanut hulls and worm castings. Inorganic materials allowed for use in organic growing media include perlite, vermiculite and dolomite—simply because they are unprocessed, mined minerals. It is usually the addition of synthetic wetting agents or fertilizers that prevent most potting soils from being organic, as defined by the USDA and organizations like OMRI.

Some organic growing media are OMRI listed, while many others are not. Some media manufacturers go through certifying agencies like Oregon Tilth or Northeast Organic Farming Association to get a “thumbs-up” on their products. While not officially certified or listed, it provides a level of confidence the product is organic and vouches for its ingredient quality. However, the OMRI listing gives full confidence to a consumer, since it’s a transparent national program with high standards. Consumers can search for listed products directly on OMRI’s website.

Organic growing media provides gardeners a host of benefits. It can be home to a much larger set of microbes in the root zone, depending on the ingredients chosen to craft the organic growing media. Increasing microbial diversity and abundance can lead to healthier plants, if high quality aged barks, composts, aged peanut hulls, and/or worm castings are chosen as ingredients for growing media.

Organic growing media can be formulated to hold as much moisture as conventional media amended with moisture holding polymers. The basic functions of growing media must still apply; the mix must have good porosity, water-holding capacity, and nutrient retention ability. Manufacturers producing organic growing media may differ in their approach, but the end result must be the same: Produce a high quality growing media that is easy to use and stimulates excellent plant growth.

Points to ponder
Beyond the product performance aspect is the consumer perception of the manufacturer, or brand. Research has shown consumers are scrutinizing manufacturers of organic products to see how “green” they truly are, or if an organic product is just another SKU in their inventory. Call it consumer consciousness, but Gen Y and Gen X are looking beyond the label when making purchasing decisions.

Garden centers may benefit from the trend by examining more than just the cost per unit. Often a higher-quality organic potting soil can bring in a higher profit margin, increasing total sales in that category. If other organic products are selling well, it‘s time to consider bringing an organic potting soil into inventory. These trends are hitting garden centers across the country. Can you afford to be left behind?

Mark Highland is president of Organic Mechanics Soil Co. He frequently lectures at public gardens on green matters and is a regular guest on Philadelphia NBC’s 10 Show promoting the joy of gardening.