In this episode of GroceryPulse, host George Goodwin sits down with Kelly Damewood, CEO of California Certified Organic Farmers (CCOF), to unpack the future of organic farming, certification, and consumer trust. Together, they explore how organic and regenerative agriculture can become the norm—not the exception—through smart certification, clear communication, and authentic leadership.
Kelly shares her personal journey from suburban roots to leading the charge for organic integrity, revealing the challenges and triumphs of organic certification and what it really takes to support small farmers, CPG brands, and retailers in this movement.
The conversation also highlights consumer behavior trends around organic food, the importance of signage and in-store education, and how CCOF is helping the grocery and CPG industries evolve to meet growing demand for transparency, sustainability, and soil health.
Whether you’re a retailer, CPG founder, or just passionate about sustainable agriculture, this episode will help you understand the political, environmental, and personal sides of the organic journey.
Key Takeaways:✅ Organic farming empowers small producers to enter the market.✅ Signage in stores can significantly boost organic sales.✅ Organic certification is a tool for trust and transparency.✅ Millennials and families are driving growth in organic demand.✅ Regenerative agriculture is gaining momentum but lacks universal certification.✅ Educational initiatives and scholarships are crucial for the next generation of organic farmers.✅ Visiting farms provides deeper understanding of sustainable practices.✅ Building trust and community is essential for long-term organic growth.✅ “Food is medicine” is a growing movement tied to organic farming.✅ Authenticity and vulnerability are keys to effective leadership.
Chapters:00:00 – Introduction to Organic Farming and Certification
02:47 – Kelly’s Journey into Organic Agriculture
06:06 – Consumer Trends in Organic Food
09:05 – The Role of Signage in Organic Sales
11:52 – Navigating Political Landscapes in Organic Agriculture
15:08 – Understanding the Ideal Organic Customer
17:51 – Certification for Various Stakeholders
20:54 – Challenges for CPG Companies in Going Organic
24:08 – Educational Initiatives and Scholarships in Organic Agriculture
26:57 – Clarifying Organic vs. Other Labels
30:41 – The Integrity of Organic Farming
32:14 – The Rise of Regenerative Agriculture
35:12 – Personal Insights and Practices
36:07 – Quickfire Favorites and Rituals
39:11 – Leadership Lessons and Authenticity
40:27 – Memorable Farm Visits and Experiences
42:05 – Connecting with Industry Leaders
44:05 – Call to Action and Closing Thoughts
🎧 Listen Now:
Want to be featured on GroceryPulse?📧 Email us at podcast@innovaragency.com
🌿 Learn more about CCOF at 👉 ccof.org
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