Q&A with George Siemon, founder and former CEO for Organic Valley Family of Farms
We were lucky to recently connect with Founder and former CEO of Organic Valley, George Siemon, to learn what he loves most about retirement and where he believes organics are headed. We're grateful to him for giving us his time and an update on his life today — and his hopes for the organic industry's future.
Thank you immensely, George, for your thoughtful answers and your extraordinary leadership and service to organics that was so pivotal to advancing the movement and growing the industry.
How are you spending your time these days, and what are you most energized by?
Retiring has been a wonderful experience after spending 30 years at Organic Valley. I'm not active in business these days, except by offering free advice and promoting Perpetual Purpose Trust as an alternative ownership structure. Perpetual Purpose Trust business is a type of ownership structure that's growing in popularity (e.g. Organically Grown Company, Patagonia). It protects an organization’s mission in the governance structure.
Mostly I have time to live and do things in a good way and not a limited, hurried way. I like to brush hog trails, cut wood, garden, and enjoy nature, family and friends. I like diverse travel, community building, and helping those who are aging around me, as well as taking better care of myself.
How are you continuing to work on behalf of organic farmers and the organic industry?
I'm always a spokesman for organic food and organic farming. I believe organic food must be the foundation of our food system for both our human health and for the care of creation. I believe organics is also a way of thinking wholistically and needs to be part of our new belief structure.
What are you most proud of related to your work as Organic Valley’s CEO, particularly as it relates to the progress made on behalf of organic food and farming?
I was most fortunate to be part of Organic Valley and our pioneering effort in forming CROPP Cooperative. We pioneered organic livestock production methods. We built an iconic brand with movement-based marketing. We pioneered production methods and led the development of organic livestock standards for the United States.
Where do you believe the most work/attention is still needed as it relates to organic food and farming?
Organics is very successful on one hand, and losing ground on the other. We need to campaign for organics and for a closer relationship with our care of the Earth! We need to do this whether we're an organic farmer, an organic business, or an organic consumer. The organic path is being a caregiver, not a taker.
What are your hopes for the future of organic?
As the organic market matures it is harder for new brands to grow. Brand premium is difficult to obtain in the world of private label, online sales and big box retailers. New companies need to find a meaningful position in respect to their product offerings, delivery capacity and brand features. Meaningful marketing is always more successful than meaningless marketing. Be meaningful so you are real and dependable.
Our society is in change and this will continue to bring new challenges for farmers. It is always a struggle for farmers to accept new standards, but organics is always an evolving awareness, skill and finally the organic standards. We are becoming better at organics and that is amazing.