Value-Adding Standards in the North American Food Market - Trade Opportunities in Certified Products for Developing Countries

Abstract

This publication analyzes the use of voluntary standards and certification schemes in the food markets of the United States and Canada. With its large population and its high individual purchasing power, North America provides considerable opportunities for exports of value‑added agricultural products. Consumers are increasingly attentive to the social and environmental aspects of food production as evidenced by the significant expansion of certified food sales in both natural food stores and mainstream supermarket chains. The report assesses the market opportunities for developing countries aiming to export value-added certified foods to North America. After discussing the potential of various types of voluntary standards for adding value to agricultural products, it focuses on a few environmental and social certification schemes that use a registered on‑product label targeting consumers. Special emphasis is put on organic and fair‑trade certified agricultural products due to their value adding potential, their level of recognition by consumers and the strong and sustained growth of demand. The main product categories examined are tropical fruits, coffee and cocoa.

Keywords: organic, fair‑trade, eco-friendly, Rainforest Alliance, Utz, certified, agriculture, fruits, coffee, cocoa, commodities, supply chain, sustainable, markets