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De-Commoditizing Products Through Sustainability
Samantha CabalunaEarthbound Farm
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1984: Learning on the JobEarthbound Farm started
24 years ago, with 2½acres and a roadside stand
in the beautiful CarmelValley.
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Earthbound Farm Today• Largest grower of organic produce in
the world
• Producing more than 150 millionpounds of specialty salad annually
• Products available in 8 out of 10grocery stores in the US and in all 50states
• More than 100 organic salads, fruits,vegetables, dried fruit and juices
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• Earthbound Farm’s organic produce is grownon 40,000 crop acres, comprising 150 organicfarmers.
• Our smallest farm is a 5-acre radicchio farmin San Benito County.
• Our largest farm is a 680 acre farm in southMonterey County that's growing celery,romaine, broccoli and spring mix.
• We have been able to provide profitableaccess to a wide variety of markets for ourorganic growers of all sizes and we're proudof that accomplishment.
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• In 2008 alone, Earthbound Farm’s organicfarming on 40,000 acres will:– Avoid the use of 12.8 million pounds of
conventional agricultural chemicals
– Conserve 2,000,000 gallons of petroleum bynot using synthetic fertilizers
– Sequester enough CO2 to equal taking morethan 7,700 cars off the road
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We Know Organic is Not Enough
• Biodiesel plant produces American-made fuelfor our growers’ trucks and farm equipment
• Tree planting• Energy & water conservation• Working on reducing use of virgin materials by
using post-consumer waste in retail packaging,shipping materials, and biofuels.
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Under-Promise & Over-Deliver• 83% of consumers say they’re
more likely to buy productsthat are promoted as green
• Just 2% say it doesn’t make adifference
• The Six Sins of Greenwashing1. Sin of the Hidden Trade-Off2. Sin of No Proof3. Sin of Vagueness4. Sin of Irrelevance5. Sin of Fibbing6. Sin of Lesser of Two Evils