September 2003

Expo East Trade Show Musings

Driving back to Vermont in the afterglow and exhaustion of a kick butt show. Car pulls up on the thruway, honking. Shining natural faces beam smiles and wave recognition. We are among friends. Sandy, Ross and I turn to each other. "Who were those guys?".

GPA hit the big time this show, as we came out publicly against the watering down of Organic Standards for Personal Care. The power of 101 companies who stand for real natural care products is not to be underestimated. I met with the USDA representative, who seemed quite sane and knowledgeable. He showed me 3 places on the USDA NOP (National Organic Program) web site that clearly stated "Water is not to be counted when calculated the organic content percentage of a multi-ingredient product." Clearly, this is a battle we will win.

Vermont Soapworks and Dr. Bronners, with slogans like "Don't Water down Organic Standards" and "Hold the Water", led the charge. We gave out over 2,000 1oz samples of Organic Shower Gel. "Water is not the organic ingredient " we repeated with each one.

I almost started a riot by (inadvertently) blocking the stairs/escalator handing out samples during the 5 minute rush to get out at the end of the day. "You're not being nice" a big competitor intones. I hand him 2 samples and shout out "Organic Shower Gel, no synthetics, water is NOT the organic ingredient!" The hiss of his breath was audible above the surge of people. Everyone wanted to try it. It was a good day.

The climax of the Organic Water issue came during a Press Conference outside the Convention Center attended by several members of the mainstream press. Included was a reporter from the Washington Post. We talked for about 20 minutes afterward on this and other issues of the day.

Many, Many Thanks to David Bronner (Dr. Bronner's Magic Soaps) and to the amazing crew from the Organic Consumers Association. Their volunteers stood by during the Press Conference they arranged, dressed as familiar bottles. The names of several brands appeared on them, and their organic claims were parodied. For the record, I do not believe in naming names in this manner. There are many others however, who felt that the time has come to make companies accountable. We all did everything possible to reinforce and clarify the issue.

At stake is whether Organic Personal Care is just another marketing program, or a definition of the most natural formulations possible.

Met with a supplier of lotion preserving enzymes, and a producer of high quality colloidal silver. It is POSSIBLE, that the proper combination of these two systems will preserve oil/water emulsions. A tempting thought for those of us who dream of paraben, urea, EDTA (I could go on here for a while) free products. Any Angels out there willing to invest a few thousand dollars to pay for CTFA Challenge testing?

There are the big guys out there, and they are doing a lot of weird stuff making their natural and organic claims. But, when you look under the hype, you see hundreds of small companies doing it right, and expressing their integrity through their work. Ultimately, this is about planetary sustainablity. The question of what civilization will look like in a hundred years is determined in part by the work we do and the example we set today. There is always a certain amount of pain in being a pioneer. Great Job Guys! (ouch! ouch! ouch!)

Organic Suppliers: GPA is compiling a list of Organic Raw Material suppliers. E-mail YOUR supplier, and we will publish the list for all of us to share. Perhaps, as a group we can negotiate special discounts. I need a volunteer to compile the list and verify information. Let's hear it volunteers! Who's up for the challenge?

A reminder to sign the petition at http://organicconsumers.org/bodycare Pass this onto friends and employees, so they will add their on-line signatures to the more than 2,000 already there. Please!

GPA trade show banners: Yes it is true we left ours home. However, there are a few GPA banners left. They are small and cool, and look good in your booth. $15 each delivered USA. Send a check to Vermont Soap: 616 Exchange Street Middlebury, VT 05753. Please note what this is for and your UPS friendly address.

The GPA logo is available free to post on your web site. E-mail me if you need one as a .jpg

It is time to start thinking about the GPA Green Products Guide. This is a free way to promote your business. Here is how it works: A Marketing Piece is e-mailed to everyone in the group. Included is each companies name and web site. You take YOUR name, and cut and paste it on top. Then send it to your customers and friends. Ask THEM to pass it on too. Around the world it goes. We did this last November, and I mention it now to warm you up to the idea. Is anyone NOT acquiring e-mail addresses? This is the most powerful free marketing tool there is. Contact us if you need coaching, and one of the Soap Crew will walk you through the process.

Quick plug for our stuff: Unscented USDA Organic Shower Gel and Castile Liquid Soap is now available. 1 gallon to a truckload.

It is the good people of this industry that keep me in it. Blessings to All.

Soapman

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