Natural imposters cast shadow on genuine organic products

I just returned from an enlightening weekend in Chicago after attending one of three national Green Festivals touring the country (Chicago, DC and San Francisco). My mission for the weekend? Seek and meet innovative, value-based natural product companies and learn from them. I was amazed at what I learned, and more importantly - what I learned about myself that makes me so passionate about educating consumers about natural products dangers and providing info on better alternatives.

This show epitomizes the shift in our culture and economy towards natural products. Evidenced by the thousands of people in attendance and hundreds of diverse exhibitors ('green' stocks, sustainable agriculture, alternative energies, eco-tourism, organic clothing, natural home, health and nutrition, natural body, organic food and wine, raw foods) this multi-Billion dollar industry shows no signs of slowing down.

One might assume that exhibitors at this type of event are the best-of-the-best. On average, they were. But, even here my homework paid off and there were imposters amidst the crowd! First stop: Organic Spa Magazine. A gorgeous, glossy industry publication targeted to high-end spas, wholesalers and retailers of - supposedly - Organic spa products.
After briefly flipping through, I noticed one of the first full-page ads for Aveeno lotion. Aveeno is owned by super conglomerate Johnson and Johnson Companies. Far from organic I told my girlfriend Julie under my breath. "Tell her," said Julie. She insisted I approach the editor. "That's what you're here for," she said. "Challenge and educate her". She was right. I asked the svelte editor from NYC what her advertising policy is. After a moment of literal speechlessness, she deferred to the sales manager accompanying her in the booth. They both stumbled with the answer. "Well, they said. "We're a new publication (short for we won't turn down any advertiser despite selling out) "The products we endorse must have at least one or 10% of its ingredients organic," she said. Ten percent?? Weak. I can see maybe 60 or 70 percent. I would've settled for 50 even. I told her that wasn't enough and said it's disappointing that a publication that promotes an organic, healthy image is persuaded by and receives support from companies that don't endorse that ethic by using synthetic and toxic ingredients in their products. It's not only disappointing, it's deceptive. Money talks. It was evident, no one had ever questioned that and she was clearly caught off guard by the question. I did wish her luck with the magazine...and most importantly made her stop and think.

There were, however dozens of great companies there too. I spoke with many of them and you soon will be able to purchase products via the Pure Alternatives webstore. All in all, the weekend was a lot of fun and after our volunteer stint as members of the "Green Team" (a.k.a directing attendees to properly dispose of their trash), I retreated to the hotel room armed with the knowledge and energy to continue the pursuit!