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The Organics Conversation
convened by Dr Sandra Grimes
Conservation Council of South Australia
111 Franklin St
Adelaide
6 August 2015
Dr John Paull
School of Land & Food
University of Tasmania
j.paull@utas.edu.au
image: J. Paull, Expo Milano Expo 2015: Feeding the Planet, Energy for Life
image: J. Paull, Expo Milano Expo 2015: Feeding the Planet, Energy for Life
Carl Thompson
413 kg
RIP June 2015
Age 33 yrs
(DM 22.6.2015)
image: J. Paull, Expo Milano Expo 2015: Feeding the Planet, Energy for Life
Paull & Hennig, 2011
0 0 0 0
7
27
89
53
41
31
26
17
30
16 15
1 0
0.
22.5
45.
67.5
90.
112.5
19401941194219431944194519461947194819491950195119521953195419551956
OrganicFarmingPressMentions
Number of mentions of Organic Farming in the Australian
press before and during the life of the AOFGS.
Paull, 2015
Organics Advocacy
0 0 0 0
7
27
89
53
41
31
26
17
30
16 15
1 0 0 0 0 0 0 0 0 0 1 0 0 1 0 0 0 1 1
5
2 1 3 2 1
6 4 2 0 0
6 4 3 4
8
0.
22.5
45.
67.5
90.
112.5
1940
1941
1942
1943
1944
1945
1946
1947
1948
1949
1950
1951
1952
1953
1954
1955
1956
1957
1958
1959
1960
1961
1962
1963
1964
1965
1966
1967
1968
1969
1970
1971
1972
1973
1974
1975
1976
1977
1978
1979
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
OrganicFarmingPressMentions
Number of mentions of Organic Farming in the Australian
press 1940-1990.
Paull, 2015
Ernesto Genoni
1928
Experimental Circle of Anthroposophical Farmers & Gardeners
Image: John Paull, 2015, Perth
Organic Farming v. GMOs (Australia)...
Baxter
GMO
900 ha
Marsh
Organic
477 ha
✗
✗
✗
✗
✗
✗
after WA Supreme Court, 2015
after WA Supreme Court, 2015
2010 @ Kojonup, WA
✗
Soy
50%
Corn
30.00%
Cotton
14.00%
Canola
5%
Rest
1%
World GMOs: 4 crops
data: CBAN, 2015
data: James, 2014
USA
40%
Brazil
23%
Argenti
na
14%
India
6%
Canad
a
6%
Rest
11%
World GMOs (ha) - Big 5
World total = 175.2 m ha
Coexistence & Segregation ...
image: J. Paull, 2015 Milano
image: J. Paull, Expo Milano Expo 2015: Feeding the Palnet, Energy for Life
Future Food
“She can feed a hungry planet.
We’re going to help her. Syngenta”
image: J. Paull, 2015, Basel
Future Food
1%
99%
The future of the 1%
?
Organic agriculture accounts for 0.86% of global agricultural land (Willer & Lernoud, 2014)
Extinction ...
image: J. Paull, c2011, Wroclaw, Poland
Was the French
Revolution a success?
Chou En Lai (1968)
The 3 Stages of Truth
1. It’s ridiculed
2. It’s opposed
3. It’s self evident
Attrib: Arthur Schopenhauer (1788-1860)
They laughed ...
@ the Wright Brothers
@ Bozo the Clown
Visions (Australia) ...
image: J. Paull, 2015 Melbourne
Tastes (Bulgaria) ...
image: J. Paull, 2015 Elenite, Bulgaria
Expectations (Bulgaria) ...
image: J. Paull,2015: Bulgaria
Fashions (Italy)...
mage: J. Paull,2015: Brera Academy, Milan
Knowledge (Istanbul)...
image: J. Paull,2015: Istanbul
Language (Switzerland)
image: J. Paull,2015, Switzerland
Language (Korea)
image: J. Paull,2011, Korea
Language (Turkey)
image: J. Paull,2015, Istanbul
The Shatoosh Effect
Advertising (The Grand Bazaar, Istanbul) ...
image: J. Paull,2015: Istanbul
Organic
Fairtrade
100%
87.1%
112.1%
UK annual sales (2009)
Paull, 2011
Branding ...
Branding ...
Branding ...
image: J. Paull, Expo Milano Expo 2015: Feeding the Palnet, Energy for Life
“Itʼs another logo ... it shows a fish, thatʼs the main thing”
Seafood exhibitor at Biofach, Nurnberg, 2011
Branding ...
Certification (Tasmania) ...
image: J. Paull, 2014, Tasmania
Certification (ACO) ...
image: J. Paull, 2014, Hobart
Certification (ACO) ...
image: J. Paull, 2014, Hobart
Certification (Korea)...
image: J. Paull, 2011, Korea
Paull, 2009
The Consumer Value of Organic & Certification
Paull, 2009
The Consumer Value of Provenance
Paull, 2009
The Consumer Value of Organic & Provenance
Rules vs Values ...
image: J. Paull, 2015, Atatürk Airport, Istanbul
Transnational food processing ...
image: J. Paull, 2015, Hobart supermarket
The boss ...
image: J. Paull, 2015, Doha, Qatar
Changing direction ...
image: J. Paull, 2015
A snippet of a coversation in South Africa ...
Q: “What of the future?”
A: “I am optimistic - what’s the alternative?”
Thank you
Questions ...
References
Paull, J. (2009). The Value of Eco-Labelling: Price premiums & consumer valuations of organic, natural,
and place of origin food labels. Saarbrücken, Germany: VDM Verlag.
http://orgprints.org/16980/1/16980.pdf
Paull, John (2011) The Fairtrade movement: Six lessons for the organics sector. Proceedings of the Third
Scientific Conference of ISOFAR, 2, pp. 317-320.
http://orgprints.org/19527/1/Paull2011FairtradeISOFAR.pdf
Paull, J. (2013). A history of the organic agriculture movement in Australia. In B. Mascitelli & A. Lobo
(Eds.), Organics in the Global Food Chain (pp. 37-60). Ballarat: Connor Court Publishing.
http://orgprints.org/26110/7/26110.pdf
Paull, J. (2014). Ernesto Genoni: Australia's pioneer of biodynamic agriculture. Journal of Organics, 1(1),
57-81. http://orgprints.org/27514/18/27514.pdf
Paull, J. (2014). Opportunities and challenges for organic food and agriculture: China and Australia. In B.
Mascitelli & B. O'Mahoney (Eds.), Good Food for All: Developing knowledge relationships between
China and Australia (pp. 50-80). Ballarat: Connor Court Publishing.
Paull, John (2015) The threat of genetically modified organisms (GMOs) to organic agriculture: A case
study update. Agriculture & Food, 3, pp. 56-63. http://orgprints.org/29110/8/29110.pdf
Paull, John (2015) Organic farming: The arrival and uptake of the dissident agriculture meme in Australia.
Journal of Organics, 2 (1), pp. 49-63. http://orgprints.org/28825/7/28825.pdf
Willer, H., & Lernoud, J. (Eds.). (2014). The World of Organic Agriculture: Statistics and Emerging Trends
2014: Frick, Switzerland: Research Institute of Organic Agriculture (FiBL) & Bonn: International
Federation of Organic Agriculture Movements (IFOAM).

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The Organics Conversation convened by Dr Sandra Grimes

Editor's Notes

  1. Density equalising map of global organic agriculture hectares.
  2. Organics advocacy by Australia’s first organics society was effective. The rise and fall of mentions of organic farming in the Australian press corresponded with the rise and demise of the Australian Organic Farming & Gardening Society (AOFGS). The AOFGS founded in 1944 and wound up in 1955.
  3. After the demise of the AOFGS in 1955 there was a long winter for organics - with scant mentions of organic farming in the Australian press over the following three decades.
  4. The Italian artist Ernesto Genoni was the first Australian to join Rudolf Steiner’s Experimental Circle of Anthroposophical Farmers & Gardeners. This was the beginning of biodynamic agriculture in Australia. (The image shows Ernesto Genoni as a stretcher bearer in the Australian Army during WWI; he served on the Somme).
  5. Steve & Sue Marsh, organic farmers, Western Australia
  6. GM canola material - swathes, stalks, seed pods & seeds were blown across the Marsh farm. They had been left to the vagaries of the winds for 3½ weeks.
  7. Just 4 crops account for 99% of GMO agriculture. Soy, corn, cotton & canola. The Marsh v Baxter case is about GM canola.
  8. Worldwide, the uptake of GMO agriculture has been very limited. 5 countries account for 90% of GMO plantings. and north & south America account for 85% of the world’s GMO plantings.
  9. In the UK, in a single year, Fairtrade sales increased over 12% while at the same time organic sales decreased over 12%
  10. The fairtrade logo is distinctive & the text reinforces the logo.
  11. It is a versatile logo - here it is paired with a slogan - a clear and strong message: ‘Guarantees a better deal for Third World Producers’
  12. What about this logo? It is the new mandatory EU logo for organic. An exhibitor at Biofach told me earlier this year... “Itʼs another logo ... it shows a fish, thatʼs the main thing” ... and there is no text! Unfortunately we have no global logo for organic.
  13. Organic uncertified
  14. Australian Certified Organic
  15. “Australian Certified Organic” but “Product of Spain”
  16. Organic certification in Korea: 4 levels of certification.
  17. Of the premium for certified organic product, for consumers, “organic” contributes half of the value of the premium and “certified” adds half of the value of the price premium.
  18. Provenance can add more value for consumers than organic or certified organic.
  19. Irrespective of the provenance of food, for consumers, “organic” contributes premium value and “certified organic” doubles that premium value.