OCA/Bronner’s Organic Clean-Up Campaign “Specious” – Head Organics Exec

"Specious" and "self-serving" arguments drive Dr. Bronner's Magic Soaps and the Organic Consumers Association's "Coming Clean" campaign, Head Organics Chief Sustainability Officer Tommy Dionisio told "The Rose Sheet" March 27.

Dr. Bronner's is "mad that [they're] being put into the position where [they're] not the only fish in the pond anymore. [They aren't] playing very fair," he said.

Head Organics was one of nine companies targeted by OCA and client Dr. Bronner's with "cease and desist" letters charging that the marketers are exercising an unfair competitive advantage by labeling products "organic" that are made with non-organic cleansing ingredients (¹ (Also see "OCA Orders Organic “Cheaters,” Standard Setters To “Cease And Desist”" - HBW Insight, 24 Mar, 2008.), p. 3).

Head Organics' response to the letter is in the hands of its legal counsel, Dionisio said. The exec acknowledged that Head Organics products are not certified organic. "We make no allusion that they are. If you look on our products, we very specifically say that the name of our company, Head Organics, is the name, it's our registered trademark."

"Why do we call it organic? Because we go to great lengths to get USDA-certified organic raw materials into our product" as well as "green" surfactants and preservation agents, Dionisio said.

OCA's initial letter demanded remedial action by Sept. 1 to avoid legal measures under California law. The group announced March 26 that it has extended a settlement offer to firms named in its campaign, advising that they cease using the term "organic" on product labeling - including in the brand name (e.g., Head Organics) and any product descriptions - unless the product conforms to USDA's organic standards.

Head Organics is a founding member of Organic and Sustainable Industry Standards (OASIS), whose organic standard also came under fire from OCA.

To most effectively address shortcomings of USDA's food-based organic program, OASIS has sought to involve industry players excluded from the development of NSF International's standard, according to Dionisio (² (Also see "NSF Organic Standards Extend Certification Opportunity To Personal Care" - HBW Insight, 4 Feb, 2008.), p. 3). Dr. Bronner's "years of experience and knowledge" as an industry leader could be put to good use in the process, he said.

- Molly Laas ([email protected])