Organic Dairy Farmer Challenges Everything We Know About Making a Great Cup of Coffee
Coffee culture has always romanced the origin of the bean, the roasting method and the brewing technique. But an Organic Valley dairy farmer, Gerrit van Tol, recently set out to prove that the secret to a great cup of coffee is pasture-raised cows.
Mr. van Tol launched the first ever Organic Valley coffee shop in the trendy NoLita neighborhood of lower Manhattan. But the shop only served organic half & half. Slightly confused customers could order Organic Valley Half & Half in three sizes: “Lil Bit,” “Double,” and “Lotta.” All pours were just $2 — and then visit the condiment bar to add coffee for free.
“People who love a rich and creamy cup of joe have been using Organic Valley Half & Half to make the best cup of coffee for over 20 years,” explained van Tol, who managed the store opening and served as head cream barista after traveling from his farm in Washington State. “But at most coffee shops you have no idea what kind of cream you’re pouring into your coffee, or if it’s even organic. It just made sense that we should have our own coffee shop that focuses on what we think is the most important ingredient.”
Over a sunny weekend in April, the Organic Valley coffee shop served hundreds of delighted – and surprised – New Yorkers. Organic Valley has posted several videos online that capture the scene and document van Tol’s trip from the placid pastures of the farm to the busy streets of New York City.
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“We live in a time when the world’s biggest taxi company, Uber, doesn’t own a single taxi. Airbnb doesn’t own a single bed and breakfast,” van Tol playfully pointed out. “At Organic Valley we happen to make the world’s best coffee. We just don’t make coffee.”
A quarter of all Americans use half & half in their coffee at home and 30 percent use it when they’re in a restaurant. Organic Valley is the number one national half & half brand. The Organic Valley coffee shop also offered customers the opportunity to try the only flavored organic half & half available in the US, Organic Valley’s Hazelnut and French Vanilla.
It was van Tol’s first visit to New York City, and Organic Valley’s first concept store. “New York City is one of the cooperative’s strongest markets,” said Tripp Hughes, Director of Brand Management at Organic Valley. “So New Yorkers appreciate the rich and delicious half & half that comes from our family farms and the organic cows that graze there on green pastures.”
Plant-Based Protein Products Projected to Continue Market Growth
By Greg Gonzales
Ask vegans where they get their protein these days, and eyes are sure to roll. Consumers, especially millennials, are adding more plant-based proteins to their diet than ever before. Their reasons vary, but tend to include health, sustainability and ethical concerns. “At the current trends of food consumption and environmental changes, food security and food sustainability are on a collision course,” says a 2014 American Society for Nutrition study. “Policies in favor of the global adoption of plant-based diets will simultaneously optimize the food supply, health, environmental and social justice outcomes for the world’s population.” Whatever their reasons for incorporating more plant-based protein into their diets, plant-based alternatives are one of the biggest trends this year.
According to Mintel’s 2016 Global Food and Drink Trends report, the increase in novel protein sources appeals to a wider variety of consumers, and indicates that the “alternative” marketplace might take over the mainstream animal-based market. As early as 2013, Mintel reported that more than one-third of U.S. consumers had purchased a meat alternative such as Tofurky or Beyond Meat. Seventy percent of Millennials consume meat alternatives a few times a week, with one-third of them consuming a meat alternative daily.
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Consumers have also reduced their meat intake in the name of animal welfare and environment. For example, more than 8 billion chickens were slaughtered for meat in 2014, most of them living in cages too small to move around in. Some argue that this kind of pain and suffering of the animals is enough for them to make the switch, though consumers might also point to environmental factors as well. Chef and Restaurateur Dan Barber writes in his book, “The Third Plate,” that “Fixtures of agribusiness such as five-thousand-acre grain monocultures and bloated animal feedlots are no more the future of farming than eighteenth-century factories billowing black smoke are the future of manufacturing.” Barber argues in interviews, books and Ted Talks that agriculture, cooking and nature go hand-in-hand, that foods produced along with the local ecosystem are sustainable and even taste better.
Reasons for eating more plants and less meat aside, available alternatives to animal proteins run the gamut of protein sources. Quorn‘s patties and strips get their protein from a fungus to mimic the taste and texture of chicken, while Gardein’s formulation for chicken, fish and burgers do the same using vital wheat gluten. Beyond Meat’s products use a variety of sources, including pea protein, to mimic meats like chicken and beef. Vegans can still enjoy their morning eggs with Follow Your Heart’s VeganEgg, a completely vegan egg product made from algae that cooks up in a pan just like the real thing. Bean burgers, mushrooms, jackfruit, tempeh, tofu, seitan and texturized vegetable protein are just some of the other ways consumers are pushing meat proteins further off their plates. From Paleo to vegan and gluten-free, there’s something for every individual.
“People need the information so they can make their choice, even in the space of non-meat proteins,” said Minh Tsai, Founder and CEO of Hodo Soy. “Even now, there’s a lot of choices. With information, both in terms of what it tastes like and what the ingredients are, customers will have that info and make the right choice when it comes to taste, and when it comes to health.”
Demand Spurs Farmers to Consider the Organic Option
By Lorrie Baumann
American consumer demand for fresh, organic produce is creating the market that’s encouraging more farmers to convert land to organic production, according to Laura Batcha, Executive Director of the Organic Trade Association, and John Reganold, Regents Professor of Soil Science & Agroecology at Washington State University. “I’m hearing from a lot of the certifiers focusing on farm level operations that 2015 was their biggest year ever for new applications. There is an awareness of the supply crunch,” Batcha said. “There are produce companies that are going out and talking to farmers about transitioning because they do need the supply of organic.”
Consumer demand for organic produce has been growing rapidly, and the result has been that the U.S. has become a net importer of organic produce. The available trade data suggests that we’re importing produce during the winter season when it’s not available within the U.S., Batcha said. The exception to that is tropical products like bananas and mangoes, which can’t be grown in the mainland U.S. Coffee is the organic crop that’s most commonly imported into the U.S.
The United States is also a major importer of organic corn and soy livestock feed. “We’re relying on overseas production that could be done in U.S. except that we don’t have the growers,” Batcha said.
On the other hand, American organic farmers are also finding new markets outside the U.S., especially for products like carrots and apples, and the value of those exports to a world that’s hungry for organic produce is helping keep those farmers in business. “The U.S. is a major supplier of fresh fruits and vegetables to the world, and the world is looking for organic products,” Batcha said. “The exports really do help with profitability. They tend to be able to get a premium, … and that helps to sustain the industry.”
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The Organic Trade Association is encouraging more American farmers to convert their land to organic production to meet the demand and is experiencing some success, although most of that is coming from younger farmers. The average American farmer, though, is about 58 years old. “There are a number of reasons for that. Farmers get more resistant to change once they reach about 40,” Reganold said. “To change a system from conventional to organic might happen more with younger people. Organic farmers tend to be younger, and maybe that reflects young people being more willing to change…. When I talk to organic, conventional, or other farmers, that issue comes up: we need more young people. Getting young people involved is not easy.”
“We’ve been talking about the supply issue for about a year and a half now. I’m at the point where I’m starting to feel a little hopeful. We’ve seen a lot of innovative partnerships happening within the supply chain to encourage farmers to go organic,” Batcha added. “Farmers are embracing a lot of different models in agriculture – organic being one of them. Younger folks are open to new ideas, and they’re experimenting. The desire is there for the vocation and the lifestyle, but there’s also the desire and the expectation to actually make a living doing it. Organic provides the opportunity to create a different financial model to get through that succession. We’re just going to see more of it.”
One obstacle is that transitioning land from conventional to organic production is a three-year process that involves compliance and documentation for a whole new set of regulations. “It takes time because you have to document and you have to answer questions for certifications,” Reganold said. He added that, despite the headaches of dealing with the rules, he’s finding more farmers who are committed to a process that offers benefits for their soils as well as a future for their farms. “A lot of us are anti-regulation – we have farmers who want to regulate themselves,” Reganold said. “[They’re saying,] ‘It’s okay to check my records.’”
“The success rate goes up dramatically for farmers who have a support system for knowledge transfer. Organic systems are more information intensive. If you’re going from conventional to organic, you’re losing the arsenal of chemicals and you have to learn how to manage without that. Your weed environment might change, your disease environment might change. You have to plan ahead because you don’t have instant solutions to the problems that come up,” Batcha said. “The imbalance between supply and demand always comes with a lag, particularly in agriculture, where you can’t accurately forecast three years out. We’re going to live in an environment when you’re short or long. We’re really trying to prepare now for new policies that can support growers when they’re transitioning. We seem to have gotten the attention of USDA [U.S. Department of Agriculture] on that issue.”
