Since its beginning in 1997-and now 43 farms, 17 ranches, an eco-labeling conference and a successful retail partnership later-The Food Alliance (TFA), Portland, OR, is forging ahead with its environmentally and socially conscious agenda. The Food Alliance, which bills itself as the leading national organization for certifying and marketing sustainable agriculture, has set as its strategy two specific goals: endorsing farmers that meet TFA standards and educating consumers about these farmers.

Executive director Deborah Kane commented on the former. “We are looking at environmental as well as social criteria when we certify farms,” she explained. “We look at soil and water conservation and pest management but we also want to make sure these companies are supporting the local community, offering safe and fair working conditions and mentoring other farmers. For example,” she said, “we ask them if they’re teaching the guy down the road how to grow echinacea.”

“We also require that the farmers have improvement plans,” she added. “We look at where they are today but also where they are going. We want our farmers to be striving for ever more sustainable agriculture.”

The Food Alliance currently has 43 certified farms; this includes herb manufacturers, for which the alliance has a whole different set of specific criteria that must be met. Of the 43 farms, about one third are also certified organic, said Ms. Kane.

The second part of TFA’s mission is educating consumers. “Our biggest step in this direction was made recently through a partnership with Thriftway, an independent Northwest retailer,” commented Ms. Kane. “We produce all the point-of-sale educational materials for this, explaining about our seal and what it means. We also include shopping bag stuffers that profile an individual farmer and offer recipes or explain the benefits of a particular herb.”

The Food Alliance is a non-profit organization, so its funding comes from private foundations and government grants as well as consumer members, fees for services and retailer support. Ms. Kane commented on one segment of this, the consumer population. “This program has really resonated well with consumers. They want to have this kind of choice,” she said.

TFA is also sponsoring its second eco-labeling conference this month. To be held October 19-20 in Portland, the national conference will draw farmers, retailers, manufacturers and distributors and topics will include e-commerce and merchandising these types of products as well as incorporate panels of TFA farmers talking about the program.

For more information on TFA: The Food Alliance, 1829 NE Alberta, Suite 5, Portland, OR 97211-5803; 503-493-1066; Fax: 503-493-1069; Website: www.thefoodalliance.org. -E.S.