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As the climate crisis intensifies, a growing number of consumers have begun to see healthy soils as a potential solution. As a result, soil-building techniques like cover crops and diverse crop rotations are increasingly in the limelight. But for many dyed-in-the-wool organic farmers, they’re old hat.
“These are practices that have been part of organic certification for decades now,” said Laura Batcha, CEO of the Organic Trade Association (OTA), during a September media briefing to kick off a campaign positioning organic farming as a climate solution.
And while the farming techniques aren’t new, the framing certainly is. For the last two decades, shoppers have primarily chosen organic foods to avoid pesticides and safeguard the health of their families. The industry has largely traded on those concerns to create today’s $50 billion organic market: The Environmental Working Group’s popular Dirty Dozen shoppers’ guides emphasize the potential danger ....

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