OTA’s New Director Leads the Way for Organic Business

An Interview with Caren Wilcox, the new Executive Director of the Organic Trade Association


On March 1, 2006, Katherine DiMatteo, executive director of the Organic Trade Association (OTA), handed over the leadership of the association to Caren Wilcox, the newly selected executive director. DiMatteo announced last September her decision to leave the post after more than 15 years, leaving behind big shoes to fill and a legacy and vision for the future to uphold.

Caren has extensive experience in agriculture and public policy, and served in both the executive and legislative branches of the U.S. government. She brings skills in a number of areas important to OTA, including developing effective communications and public policy programs, association membership development and strategic planning.

Caren has handled food safety and quality issues, rural development matters, and environmental issues throughout her career. She was the first Deputy Under Secretary for Food Safety at the U.S. Department of Agriculture where she became familiar with the National Organic Standards. She also served as a senior advisor to the Ranking Member on the Agriculture, Rural Development, Food and Drug Administration and Related Agencies Subcommittee of the U.S. House Appropriations Committee, where she worked on such issues as sustainability, food security, specialty crops and water and energy.

OTA believes her executive leadership experience and organizational expertise will drive the association’s existing work while developing programs for the growth of the organic business community.

Organic Processing magazine spoke with Caren recently about her vision for the industry and for OTA as she transitions into this important role as an advocate and leader in the organic community.

OP: OTA and Katherine DiMatteo have been actively involved in shaping the organic community from its inception. During Katherine’s 16-year tenure, the association participated in such major milestones as the passage of the U.S. Organic Foods Production Act, and the implementation of the U.S. National Organic Program. What goals have you set for yourself and for the organization as you take over its leadership, and what challenges do you expect OTA to face in the future?

Wilcox: I was honored to be asked to lead OTA, and I realize that I am following an outstanding founding leader in Katherine DiMatteo.

I had many discussions with OTA’s board of directors as we explored my becoming the new executive director, and we have some key short-term and long-term goals for OTA. These goals include a strong emphasis on serving our membership’s needs with customer service; increased communication about organic agriculture and products to the general public and directly to consumers; and development of a stronger marketing presence from a generic perspective for organic.

Of course, we have goals to increase OTA’s presence in Washington and Ottawa as a strong voice for the organic sector. OTA’s board of directors just approved a plan to expand OTA’s Canadian office and work, so that will bring new opportunities and challenges as those plans are implemented.

I see a challenge as the organic community works with federal and state governments, to increase support to convert acres to organic production. OTA’s focus in public policy has been on ensuring that the organic sector has access to basic government resources that are already available to other sectors of agriculture. These basic resources will help encourage farmers to enter the sector, and eventually build a more consistent supply of organic agricultural products.

I hope members will come to the lunch that has been planned as part of OTA Member Day Saturday May 6 at All Things Organic in Chicago.

OP: You come to this role as the organic industry is booming and the controversial Harvey v. Veneman case has finally been settled. How do you see OTA’s role changing as the organic community transitions from a fledgling niche to a significant segment in the food industry?
 
Wilcox: I see the organic community moving quickly from a niche market into the mainstream of the marketplace in North America, as well as in several countries in Asia and, of course, in Europe. The challenge for OTA is to grow with this developing business community and to lead its response to the challenges that come with new prominence and new economic responsibility. OTA members need to be key players in this complex world in which they now are engaged. OTA will continue to offer a place for dialogue and a place to test new ideas across all parts of the supply chain, to develop policy positions on behalf of the organic business community, and to uphold the principles of organic production in the public and private sector.

OP: What impact do you think the Harvey v. Veneman case had on the organic industry, and what, if any, long term implications will it have as we move forward?

Wilcox: OTA worked to maintain a stable regulatory environment that farmers and processors count on, and OTA did this by honoring the decade of discussion that formed the standards. Thanks to OTA’s efforts, the impact of Harvey v. Veneman on the organic business community has been minimized. Farms of all sizes will continue to have access to markets for their products, and shoppers will still be able to find the wide variety of quality products they expect and demand.

OTA will continue working with groups to encourage the conversion of more acres of farmland to organic production. The association is deeply involved in work on the 2007 Farm Bill, and many groups are excited about OTA’s proposal for a strong role for organics in the Farm Bill. Organic farmers and the organic business community have an excellent opportunity to use the Farm Bill process to draw attention to their work and the ways it supports public health, conservation, and other worthy goals.

OP: What role do you see international trade playing in the further growth of U.S.-based organic businesses? What involvement will OTA have in helping to shape rules governing the international trade of organic goods?

Wilcox: OTA has been an active participant in shaping international regulations, and we’ll continue to do so since many OTA members source ingredients and sell products around the world. Mandatory Canadian standards are coming to fruition, and OTA has been at the table for those discussions. OTA has also provided advice and perspectives to the U.S. Trade Representative and the USDA Foreign Agriculture Service.

Thanks to grant funding from the USDA Market Access Program, OTA has been promoting organic products from the U.S. in Canada, Europe, and Asia. These programs have been successful in building markets and providing opportunities for U.S. farmers and businesses.

As long as there are OTA members doing business across international borders, OTA will continue to be involved in organic trade issues at the international level. OTA will participate in discussions at the Codex Alimentarius Commission’s relevant committee meetings and as an active member of the International Federation of Organic Agriculture Movements (IFOAM).
 
OP: What do you see as the top three challenges facing organic processors?

Wilcox: Results of OTA’s manufacturer survey in 2001 and 2004 were pretty consistent. Those reports showed that having adequate supply of ingredients is one of the major challenges processors face. The 2006 survey is underway now, so we’ll see if that has changed since the last report.

Increasing brand recognition is another challenge OTA members mention, as is the need to keep educating shoppers about the value of organic products. OTA has ongoing communication efforts to address these issues, as well as projects like the Go Organic! for Earth Day campaign in grocery stores, and special issues of Taste for Life for the natural channel.

OP: In five years, what do you hope will happen in the organic industry?

Wilcox: I hope OTA will succeed in encouraging more farmers to see the benefit that they can gain for themselves and for our environment by taking up organic farming and increasing the supply of organic food and fiber in North America. OTA needs to ensure that consumers continue to grow in their understanding of what an organic product delivers in terms of quality, taste, and environmental benefits. Because the organic label is regulated and meaningful, consumers can rely on the organic label and the organic standards. OTA will continue spreading that message.

As all parts of the organic business community work together on common goals, OTA’s vision for organic products becoming an everyday part of people’s lives will be closer to reality, and more people will be regular purchasers of organic products.