As a rational conscientious customer of Abel & Cole, I'm interested in purchasing the goods and services which I have built faith in. As well as for the convenience of regular door-step deliveries, I choose to shop with them because they are more likely to sell products which support British farmers, are sourced & produced ethically, are in season and more environmentally sensitive.
As a customer, independently sourcing produce which support such a wide range of concerns is difficult. Careful studies, debates and consequential policies covering these issues are hugely complex, contentious and are sometimes overrun by fashion & endorsement. So, choosing to shop with Abel & Cole is a convenient way of abdicating the work of researching, sourcing and purchasing goods from multiple stores. Yes, it might be lazy, but I'd imagine that's a reason why many, including myself, choose to shop through the company.
Indeed, supporting these worthy aims is strongly advocated and supported by Abel & Cole. They seem to elevate themselves in being a responsible standard-bearer in these areas. As a consequence, I often read the product descriptions to find out why they've chosen particular products. I'm expecting these descriptions to square closely with their much purported ethos. So, it's understandable why I wrote to them about this bemusing description for Biodynamic Penne Pasta (screenshot of description):
"They grow the durum wheat using biodynamic methods - a method of farming that pre-dates organics, which works in harmony with the constellations and the positions of the planets and use holistic crop management techniques using natural ingredients."
I emailed Abel & Cole asking what is meant by "works in harmony with the constellations and the positions of the planets and use holistic crop management techniques using natural ingredients" and what is meant by "biodynamic". I told them that I believe by making such spurious nonsensical claims they are detracting from the serious issues which they claim to support.
Abel & Cole replied saying:
"You do bring up the valid point that our product description reflects a more metaphysical tone than one substantiated with science, and I completely understand and appreciate your concerns with such seemingly non-evidential statements. Biodynamic agriculture is in fact an organic, holistic, certified method of farming which came into development early in the last century, and involves an emphasis on the interactions between every conceivable aspect of the farming process. This not only includes the relationships between conventional factors such as the crops, soil, weather, animals and farmers themselves, but also the more perhaps nonconformist, "universal" factors such as astrological cycles and lunar/planetary phases."
Abel & Cole further said:
"Although these claims do convey a sense of intangibility, Biodynamic agriculture does remain a popular form of farming, and numerous studies have been undertaken and associations founded in support of the method. If you are interested in reading more, you can find further detailed information at the Biodynamic Agricultural Association website."
Abel & Cole finished by saying:
"Understandably, the Biodynamic method does have its criticisms, but due to its nature, tradition and sustainability factor, we have deemed it of interest to our customer base to point out the eccentricities of Biodynamics within our product descriptions. However we would never want to give the impression that we are advertising unsubstantiated or false claims, and I have passed your feedback onto our marketing department to make them aware of your concerns. In any case, please rest assured that all Biodynamic products we supply are most definitely 100% organic and sustainably produced."
I wrote to Abel & Cole again with these thoughts:
"It would concern me if the stance of supporting and advertising such suspect practices becomes the "thin end of the wedge". Although such practices are quaint and descriptions delightful, personally I wouldn't want to see such marketing techniques become more prominent, thus lessening the prominence of serious issues, policies and product range supported by the company."
Abel & Cole said:
"our marketing department is fully aware of your comments and we will be in touch with any feedback".
I look forward to marketing's reply. I'm eager to know of the scientific validity of Biodynamics and of its modern agricultural credibility.
Is this just playful marketing fluff, is it intended to dupe, or is it a serious choice for a wary consumer?
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2 comments:
Good work! I get a bit perturbed by the bad science that goes with food and health products, and it's really nice to see it challenged. I think you're being very generous to suggest it might be playful - not sure people have enough of a sense of what counts as a substantiated claim to be able to play with the concept. But maybe you're right: it's a nice idea.
Hello Dean,
I have now had a chance to have a chat with our marketing department regarding the biodynamic products that we sell, and the information attached to these products on the website.
I cannot stress enough that whilst biodynamics are more based on the
discoveries of one man (Rudolf Steiner) than on science, the products remain as organic and ethically viable as any other products we sell.
We have not and will not actively seek out biodynamic products but are selling these as they are first and foremost fantastic products in their own right (however having said that, biodynamics has really made
some ground in the wine industry purely because of the quality wines it produces).
Because our products are sold as biodynamic we have to explain what
this system is based on, but we will try to make sure we are clearer in future when referring to the small number of biodynamic lines in our range, that there are mixed views about it. Equally it would be inappropriate for us to be dismissive of our suppliers growing methods too.
We are as always very focussed on the important issues of our environmental impact, organic and free range farming, animal welfare
and fair trade. I hope this provides some reassurance in the thoughts you've had around the subject- and thank you for bringing this to attention on your blog!
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