The Consumer Dilemma: Price, Choice, and Responsibility
When you see organic rucola priced 50% higher than the regular option, what comes to mind? Is it really that much healthier? Is the taste significantly better? Most consumers, faced with this uncertainty, opt for the cheaper option. It's an understandable choice. In a world overflowing with complex information, making the right choices in the grocery store could feel like taking on a full-time job as a shopper.
This dilemma reflects a larger issue: the pressure placed on consumers to drive sustainable change through conscious purchasing. But is it fair to expect consumers to bear this responsibility? Or is it a form of "cruel optimism" —setting unrealistic expectations that ultimately shift the blame onto the consumer when systemic forces make sustainable choices difficult and costly?
The reality is that unhealthy, sugary, attractively marketed, and cheaper products dominate our food landscape. If a consumer fails to resist these temptations, the responsibility lands on their shoulders. The marketers, producers, and retailers remain largely unaccountable, profitable and happy.
But there is much more to organic rucola than taste, texture, or health benefits. There is unseen value embedded within its cultivation process—a value that extends far beyond the leaves on your plate.
What Makes Organic Rucola Special?
Last week, I participated in a two-day seminar focused on the economic aspects of biodynamic farming, one of the oldest and most holistic methods of organic agriculture. The event was held at Juchowo Farm, managed by the Stanisław Karłowski Foundation. Spanning approximately 1,900 hectares—with 1,600 under cultivation—Juchowo is one of the largest biodynamic farms in Europe. Beautiful place, where agriculture lives in balance with nature and proves practical value of biodynamic farming.
Biodynamic farming is rooted in a holistic philosophy that treats the farm as a self-sustaining organism. It prioritizes closed-loop systems where waste is minimized, and natural resources are continuously recycled. This method embodies a triple bottom line approach: ecological, social, and economic sustainability. It also offers a practical application of circular economy principles—where resources are regenerated, waste is reintroduced into the production cycle, and ecosystems are nurtured alongside economic outcomes.
The value of biodynamic farming goes beyond economic output. Its real value lies in the broader ecosystem services it nurtures. This includes promoting biodiversity, maintaining healthy soils, cultivating beautiful landscapes, and fostering socially integrated communities. These are outcomes that benefit not just the farm, but the broader environment and society.
Yet, these benefits are often invisible to the average consumer. How can one recognize the value of a healthy soil system or a flourishing local ecosystem when picking up a package of rucola at the supermarket? Why should someone pay more for a product because it supports landscapes they might never see?
Quantifying the Invisible: The Value of Ecosystem Services
This dilemma is at the heart of the organic industry's struggle. How can we quantify and communicate the value of ecosystem services? And how can we justify their inclusion in the price of a simple product like rucola?
At the seminar, we discussed the difficulty of calculating and communicating these invisible benefits. Emotionally, it's easy to appreciate the picture of a vibrant, healthy landscape. But when faced with a 50% higher price tag, the emotional connection often fades. This disconnect is a major obstacle in aligning consumer behavior with sustainable agricultural practices.
Towards Systemic Change: Sharing Responsibility for Sustainability
Expecting the consumer to solve this problem is, in my view, well - cruel. The solution requires a more systemic approach that acknowledges the shared responsibility of the entire supply chain—from farmers to retailers to policymakers.
One possible approach is to distribute the costs of ecosystem services across a broader portfolio of products and services. Instead of asking the consumer to bear the full cost in the price of rucola, these costs could be shared between all products and services in the portfolio. For example: biodiversity would have its price tag and could be removed from rucola price. This method would make sustainable products more accessible while ensuring that ecosystem services are still valued and funded.
This shift would redefine agricultural value, focusing not just on immediate profits but on long-term environmental and social benefits.
Another solution relates to value chain integration, where farmers, producers, retailers and maybe even consumers participate in the value created at each step of the process. It is complex, requires involvement of the large group of stakeholders but there are attempts to test and apply vertical integration in practice.
Final Thoughts
The unseen value of biodynamic farming is profound. It's much more than just better-tasting leaves; it's about investing in ecological health, community well-being, and a sustainable future. Circular economy principles remind us that sustainability is about more than reducing harm—it's about regenerating systems that support life and livelihood. But unless we find systematic ways to recognize and support these values, their preservation will remain fragile.
This is a topic I’ll continue to explore, as it is crucial for shaping the future of sustainable food systems.
For now, imagine a beautiful, biodiverse landscape, with the sun shining and happy people around. Associate this image with an organic food label on a product—perhaps this will encourage you to choose such products, even when they come at a premium price.
If you like this post, please join the growing community of forward-thinking readers and sign-up to my newsletter. My weekly posts explore how individuals and organizations adapt and evolve. Gain evidence-based insights to boost resilience across domains.
Resources
Hari, J. (2022). Stolen focus: Why you can't pay attention—and how to think deeply again. Crown.
Really extremly profound topic. To add from my side: we have in Poland several blockades like:
1. potential of people's wallets - in Poland 6,6% people live in extreme poverty (2,5 mln) and over 17 mln live below social minimum. Simple - they cannot afford on eco/bio products.
people's awarness - people are not aware of benefits eco/bio products
dishonesty od producers - I found out and not once products bio/eco have more chemical ingredients than those which are not eco/bio
I think many years are needed to transform our way of thinking and wallets capacity. But! It is beutiful farms like this one you've visited exist! We strongly need to start with all that process in a widest way…