With carbon footprint and energy independence on everyone’s minds, many marketers are looking to capitalize upon their product’s biobased content. But not all biobased claims are alike. The scientific rigor of an ASTM standard combined with the credibility of the USDA raises the bar for the industry and makes the USDA Certified Biobased label a new source of competitive advantage within the consumer and government procurement markets for brand owners who make the effort to get their biobased products certified.
What is “Biobased”?
There is no Webster’s definition of biobased. So, marketers have tended to define it loosely or link it to perceptions of biobased as anything biological, living, natural, renewable or even biodegradable. Some do not reveal the amount of, or basis for, claiming biobased content, making comparisons difficult. This can even represent greenwash when biobased content levels are insignificant. Many questionable biobased claims have emerged, including several official-looking logos with no third party backing. With over 25,000 biobased products on the market, clearly there’s a need to clear up the confusion.
The USDA Certified Biobased label introduced one year ago this month now helps to level the market for biobased claims by providing a clear definition and an internationally recognized test standard backed up by the credibility of the USDA. Over 500 products have already been approved to use the label, and applications in the pipeline for at least 400 more. (See our previous post for more detail.)
Not just any biologically derived product or package can qualify for the label. Certified products must meet three key criteria: they meet the definition of biobased as written into the 2008 Farm Bill, they contain minimum levels of biobased content set forth by the USDA and verified by the ASTM D6866 test standard (minimums are determined on a category by category basis and are pegged to performance and other criteria), and they represent alternatives to petroleum-based materials introduced after 1972. So, products that were on the market before 1972 made from natural fibers or forestry resources such as cotton tee shirts, office paper, or a 2 x 4 made of pine would not qualify. And neither would products whose biobased content did not meet minimum levels. (See http://biopreferred.gov for more details.)
Translating Biobased Content Into Marketing Benefits
The label, with its sun, sea and crops motif was designed to help communicate that biobased products can be derived from the sea or forests — not just grown from plants. For transparency, it requires that the exact percentage of biobased content be listed on the label for the product and/or package. Thus, marketers are provided with a level playing field and consumers have an easy way to identify legitimate biobased products, as well as to compare and trust in their stated content levels.
Marketers can use the label to support a range of benefits including energy independence, alternatives to petroleum, carbon cycle management, enhanced farm and rural economies, and green jobs. Related and specific product environmental benefits as applicable, including renewable, biodegradable, natural, or compostable, must be supported and substantiated with scientific evidence.
Credibility is key. Proprietary formulas safeguarded. The price is right.
The USDA Biobased certification process is administered by Iowa State University, an independent third party. Only accredited independent laboratories conduct testing. Since the certification only measures carbon content, no proprietary formulas have to be disclosed. Unlike most other certifications, there is no upfront fee, licensing or royalties, so even the smallest businesses can take advantage of the program. Only a $500 lab test is required — a small price to pay for a potentially big competitive advantage.
Seventh Generation leads the pack.
Seventh Generation has already certified over 35 of their household and personal care products; their motivations: to promote transparency, to avoid greenwash, to allow consumers to make side by side comparisons, and to change the way the industry talks about “natural”. In the words of Julia Walker, Associate Scientist of Seventh Generation, “Our consumers want to know where their products originate without being “greenwashed.” The USDA Certified Biobased label enables us to disclose the percent renewable carbon in our products, telling consumers how much carbon comes from plants versus petroleum. The credibility of the method will give consumers the confidence they deserve to make conscious choices about their purchases and the products they bring into their homes.”
Jacquelyn Ottman and Mark Eisen are colleagues at New York City-based J. Ottman Consulting, Inc. They advised USDA BioPreferred on the launch of the USDA Certified Biobased label during 2011 and are now working with labelers on capturing the value of their participation in the program. Ms. Ottman is the author of The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding (Berrett-Koehler, 2011), named a Top 40 Sustainability book by Cambridge University.
Mr. Eisen is the former environmental marketing director at The Home Depot. They are co-authors of “The Rise of the Biobased Economy — Why Brand Owners Need a Strategy in 2012.”
Copyright © 2012 J. Ottman Consulting, Inc.
Nihiwatu is an exclusive resort but not in the traditional sense. It is built into the raw, previously uninhabited beach of West Sumba. This ain’t Bali, folks, far from it. Bali is New York City compared to Sumba, which is located about 400 miles east of Bali. The area in Indonesia is truly a time warp, one of the last animist societies remaining in the world. It was discovered by one of Magellan’s companions, in the 16th century on a spice gathering voyage. Overall, not much has changed on this island of 600,000 natives since those days, with the exception of the Nihiwatu compound brought to you by visionaries Claude and Petra Graves. Intimate and personal, the resort holds about 32 guests maximum in a series of tastefully outfitted villas and bungalows. 
From an environmental standpoint, the Graves were committed to remaining true to the three-pronged agenda of 
The mountain biking offers plenty of climbs and downhills, overall the terrain is rugged but scenic; the hiking is literally bushwhacking, crossing narrow, muddy trails and creaky bamboo bridges in driving rains to reach thundering 100+-foot waterfalls (how I wish I had thought to put my camera in a Ziplock bag…); the surfing and standup paddle boarding are great but not for the inexperienced as strong currents and riptides are found all along the beach; horseback riding is best reserved for accomplished cowboys and cowgirls as the small, super-cute but untamed Sumbanese Sandalwood horses are exciting to ride but tend to be unruly. Scuba diving is decent but don’t expect the crystal clear waters and visual delights of Grand Cayman or Belize. The coral in particular is varied and vibrant, but currents even at 60-100 feet can be strong. The jet-ski is Yamaha’s newest high horsepower model, don’t twist the throttle unless you are ready for instant-on acceleration from this heavyweight, blazing fast craft. Even the three+ mile out and back run along one of the world’s most scenic beaches, while not to be missed, isn’t just a casual jog. The sand, wind and high humidity made this inspiring route feel longer and more difficult than expected. I encountered not one human, only water buffalo that had grazed down from the foothills. In the morning, the sand is less soft and running barefoot was especially satisfying. Mosquitoes can be a problem at 
We employ these people, we have taught them English, how to hold a job, how to fish and cook with modern equipment, how to take better care of their families, and showed them why they need running water and cleaner conditions. Many of them still don’t really get it, but some of them do, and that has been very rewarding to us,” Claude Graves explained. “The mortality rate of their children has decreased nearly 50 percent since we brought the malaria and medical clinics on stream. And our better local employees have gone on to purchase land, build improved houses and take care of their entire extended families through what they have learned at Nihiwatu. This is the work of the Sumba Foundation, and we have a lot more to do. 
Perhaps the most fascinating thing about Sumba is seeing the Graves work with the natives. They have mastered the art of transitioning people out of poverty, without infringing on their cultural values. Governments could learn a lot from studying the Sumba Foundation. Be sure to view the Sumba Foundation video and tour one of the Sumbanese villages, it’s a trip back in time that is not to be missed. Be prepared, however, for the primitive conditions, which can be a little disarming – Gilligan’s Island it ain’t. People, dogs, cats, swine, horses, monkeys and other family “possessions” share the same living quarters. 
The famous Mark Twain quote will become more prevalent in society as new realities of its scarify will become better known to an ever growing global thirst. Everyone will talk about it but few will do anything. Sadly, it may only start to take off if humanitarian crises hit. A focus on water use is an admission that climate change is our new reality and it's time to start managing its effects. The material risks associated with increased droughts and flooding will be among the most poignant effects of climate change. You may already be talking about this with the lack of snowfall around the country during the early part of this year.
There has been a surge of entrepreneurs providing innovative business solutions with the purpose of “doing good”. In these tumultuous times where unemployment is high many are turning their backs on the job fairs and putting their efforts into creating new businesses that fill needs such as 
Hybrids are not new but the latest improvements in technology will allow them to be more affordable to the average consumer. If electric cars like the 
billion in U.S. economic losses in 2011. All the indicators on climate risk are pointing the wrong way. The financial and human cost of extreme weather and climate-related disasters is on an unmistakably upward trend. Meanwhile, our energy infrastructure remains as risky as ever with the Fukushima disaster following the BP oil spill in highlighting how fragile our energy supplies really are. It is a safe bet that 2012 will again be marred by a large-scale environmental tragedy of one form or another. Meanwhile, sensible businesses and policymakers will start taking climate adaptation more seriously.
Our economy is slowly but surely heeding the signal that carbon is the new watchword. During the past few years, a steady stream of so-called “biobased” products have been making their way to retail shelves — compostable dinnerware made from corn, plant-based laundry detergents, and bamboo flooring among them. 
“These days people are gathering in unusual groups. Not large groups but different ones. They are the ones who grew were the sensitive children. These are the ones that wanted to save the polar bears and save the world and were disturbed by the mistreatment of others. This tribe is just beginning to find each other. There are more people entering life who are sensitive. Something happening where humanity is being tested and if we don’t pass nothing will be left. Will humanity prove to be a blessing or a curse. This the first time technology and size make up a force of nature. The creator could have made us as robots he did not. We are something more interesting. We have free will, choice and decision making abilities. All other species are set in process. 
Bud Wilson was a student-athlete-activist during the tumultuous era at Harvard University and emerged with an interdisciplinary degree combining, child development, innovative education and urban social policy. He the Global Director of Bio-Regional Leadership and an awareness instructor and wilderness guide for Sacred Passage and The Way of Nature. Bud has devoted his passion and energy to raising awareness (including his own) and shifting human consciousness to appreciate that we are all living in an interdependent, interconnected world where there is more than enough for all of humanity to live in peace and harmony. A proud dad of 2 wonderful grown children! 
Scott: What country should serve as a model for the U.S. community of CSR professionals and why?
Earlier this fall I was fortunate enough to hear Van Jones speak at the SVN fall conference. Van Jones was the Green Jobs Czar that Obama appointed only to be ousted by people who felt he was too controversial for the job. Prior to being appointed he founded Green For All that promotes green jobs in inner city communities solving both unemployment and the development of a green industry. He also wrote the Green Collar Economy that outlines his vision on how this could be done. I had not heard anything from him since his resignation from the White House appointed position and was curious if he had any remorse and what he thought of the current political and economic climate. What he said I found quite profound. He started out by talking about how disasters like the BP oil spill demonstrated what can happen from a perceived insignificant cheat from someone in the BP office that created catastrophic results and untold environmental and brand damage. 
“Learning from the Past to Shape the Future”
“The Situation in the Gulf”
“Phood and Kids”
“Convincing Mainstream Consumers to Go Green: What really motivates them to make sustainable choices?”
“The Social Currency of Social Media”
• “Location-based social media is rapidly increasing in value, popularity and relevance. LOHAS businesses will benefit from experimenting with tools like Foursquare, Gowalla and Twitter Places to get a feel for how these applications can help engage consumers and grow business,” said Nathan Rice, interactive director for Haberman Group.
Those of you over 40 surely have seen Ireland's willowy, shapely physique on at least one of the three covers -- including the bestselling 25th anniversary edition -- of the Sports Illustrated swimsuit issue. She appeared in the SI cheesecake magazine for 13 consecutive years, which must be some kind of record. Ireland began modeling while attending high school in Santa Barbara, and says it was "good money for not a lot of work."
There is a growing source of international development aid, spearheaded by ecotourism companies, to support community projects in host destinations. Increasingly, conscientious companies and travelers are providing “time, talent, and treasure” to further the well being of host communities. Travelers’ Philanthropy projects are helping to 
Its origins trace back to the days of healers, explorers, and sailors who traveled while offering services to those in need. With growing awareness of global citizenship and social responsibility, it is no surprise that “voluntourism” is booming. According to Peter Yesawich, CEO of America's leading hospitality marketing agency, 6% of all 
Many family-owned farms are tapping into travelers’ interest in rural heritage and lifestyle.
As consciousness about environmental and social issues rises, so does the number of people who would like a job with purpose. But how do you become Director of Sustainability or Chief Environmental Officer at a Fortune 500? What is the best path to becoming VP of Strategic Marketing and Fun or Head of Innovation and Ecology at an environmentally friendly company?
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