Presentation about the identity and branding of Earthbound Farm's organic food, and their relationship with sustainability in helping remove their products' commodity status. Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com

1. De-Commoditizing
Products Through
Sustainability
Samantha Cabaluna
Earthbound Farm

2. 1984: Learning on the Job
Earthbound Farm started
24 years ago, with 2½
acres and a roadside stand
in the beautiful Carmel
Valley.

3. Earthbound Farm Today
• Largest grower of organic produce in
the world
• Producing more than 150 million
pounds of specialty salad annually
• Products available in 8 out of 10
grocery stores in the US and in all 50
states
• More than 100 organic salads, fruits,
vegetables, dried fruit and juices

4. • Earthbound Farm’s organic produce is grown
on 40,000 crop acres, comprising 150 organic
farmers.
• Our smallest farm is a 5-acre radicchio farm
in San Benito County.
• Our largest farm is a 680 acre farm in south
Monterey County that's growing celery,
romaine, broccoli and spring mix.
• We have been able to provide profitable
access to a wide variety of markets for our
organic growers of all sizes and we're proud
of that accomplishment.

5. • In 2008 alone, Earthbound Farm’s organic
farming on 40,000 acres will:
– Avoid the use of 12.8 million pounds of
conventional agricultural chemicals
– Conserve 2,000,000 gallons of petroleum by
not using synthetic fertilizers
– Sequester enough CO2 to equal taking more
than 7,700 cars off the road

6. We Know Organic is Not Enough
• Biodiesel plant produces American-made fuel
for 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.

7. Under-Promise & Over-Deliver
• 83% of consumers say they’re
more likely to buy products
that are promoted as green
• Just 2% say it doesn’t make a
difference
• The Six Sins of Greenwashing
1. Sin of the Hidden Trade-Off
2. Sin of No Proof
3. Sin of Vagueness
4. Sin of Irrelevance
5. Sin of Fibbing
6. Sin of Lesser of Two Evils

8. Sustainability is a practice,
not an achievement
Thank you
Samantha Cabaluna
samantha@ebfarm.com