24 Letter Mantra

Frequently Asked Questions
	Organic Foods have become quite popular because of the many advantages it offers to consumers, farmers and the environment. Worldwide it is a US $ 40 billion industry. Nearly one-third of the population in USA & Europe has recently purchased an organically grown food product, and sales are expected to more than double in the next four years-making organic one of the hottest growth trends in the food industry today. The Indian market is nascent and ‘24 Letter Mantra’ promoted by Sresta is the first organized attempt in India to promote organic foods. Organic foods set the standard for top quality freshness, texture, flavor and variety. These foods are produced without the standard array of potentially harmful, environmentally long-lasting agricultural chemicals commonly used on conventional food products since the 1950s. Yet organic farming isn't primitive, it's actually farming with our future at heart. Following are some frequently asked questions and answers.
	How is organic farming / processing better for the environment? What are the most popular organic products? What is unique about organic produce? What are good products for consumers to begin trying as organic? What does "organic" mean? What are the standards that define "certified organic"? What types of foods are available as organic? What are the organic standards for raising meat, poultry and dairy? What is the difference between "organic" and "natural"? Do organic farmers ever use pesticides? Do organic foods taste better? What is the difference between organic and under conversion (transitional) products? Do organic foods generally cost more than conventional foods? Are all of 24 Letter Mantra products organic? How large is the organic foods industry? Where can I find more information about organic foods?

	How is organic farming / processing better for the environment? Organic farming, by definition, does not use environmentally harmful chemicals that may contaminate rain and groundwater. Organic farming also replenishes and maintains healthy, fertile topsoil with rich biological matter, which does not erode into waterways. Additionally, unusual varieties of crops and livestock are more likely to be raised organically, which helps to keep the gene pool for food products diversified. ^Top
	What are the most popular organic products? According to researchers at The Hartman Group, the most frequently purchased organic products are vegetables (70% of organic buyers have purchased in last three months), followed by fruit (68%) and cereal/grains (61%). New purchasers of organic products usually start by putting produce, dairy items and baby food in their cart. Consumers who buy organic products cite health/nutrition, taste and food safety as the top motivators for their purchase. ^Top
	What is unique about organic produce? The availability of organic produce tends to indicate that a particular fruit or vegetable is at its height of seasonality. Organic growers cannot force ripen produce, so when consumers see those items at the store or market, they know the product is at its culinary peak. A good example is oranges. When organic oranges are available, they have been naturally ripened and will represent an immediate quality difference over conventional oranges that have been forced to ripen. ^Top
	What are good products for consumers to begin trying as organic? Consumers wishing to experiment with organic produce should start with basic commodity items, such as Rice, flours, dals, edible oil, fruits & vegetables, breads etc. which are locally made and where the, consumers will notice the least price differences versus conventional produce; whereas, exotic or specialty produce will command a higher premium if it is difficult to grow organically. ^Top
	What does "organic" mean? Organic agriculture is an ecological production management system that promotes and enhances biodiversity, biological cycles and soil biological activity. It is based on minimal use of off-farm inputs and utilizes management practices that restore, maintain and enhance ecological harmony. The principal guidelines for organic production are to use materials and practices that enhance the ecological balance of natural systems and that integrate the parts of the farming system into an ecological whole.^Top
	What are the standards that define "certified organic"? When a grower or processor is "certified organic," a International Federation of Organic Agriculture Movements (IFOAM), Agricultural Products Export Development Authority (APEDA) accredited public or private organization has verified that the business meets or exceeds the standards set forth in the Indian (National standards for Organic Programme) / USA (National Organic Programme)/ European Organic Rules (Euro 2092/91). This means the farms and facilities have been inspected by the certifying agency and random samples of products, soil and water have been taken and tested. This also means having elaborate Internal control systems and documentation. ^Top
	What types of foods are available as organic? Most consumers think of fruits and vegetables when they think of organic products, but there are many other organic foods, including dals, flours, edible oils, tea / coffee, jaggery, cereals, jams, spreads, sauces, soups, chocolate, cookies, meat, poultry, dairy and even wine. ^Top
	What are the organic standards for raising meat, poultry and dairy? Organic livestock standards prohibit the use of synthetic growth hormones such as rBGH and the routine use of antibiotics. Additionally, all animals must be raised in natural living conditions appropriate for their species. The animals are fed only organic feed, and the processing for all meat, poultry and dairy products must meet organic standards as well. ^Top
	What is the difference between "organic" and "natural"? "Natural" often is misrepresented in product labeling to imply "healthful," but "natural" only means that the product has undergone minimal processing. Unlike products that are certified organic, natural products have no certification or inspection system. Also, "natural" does not necessarily relate to growing methods or the use of preservatives. ^Top
	Do organic farmers ever use pesticides? Organic farmers' primary strategy is "prevention." By building healthy soils, healthy plants are better able to resist disease and insects. When pest populations get out of balance, growers will try various options like insect predators, mating disruption, traps and barriers. If these fail, the certifier may grant permission to apply botanicals from the list of a approved Substances under restricted conditions. Botanicals are derived from plants and are broken down quickly by oxygen and sunlight.^Top
	Do organic foods taste better? We think so, and hundreds of gourmet chefs across the world agree. It's common sense—well balanced soils grow strong, healthy plants that taste great. ^Top
	What is the difference between organic and under conversion (transitional) products? Transitional products have been grown under conditions that meet organic growing standards but lack either the required length of time for the land to be free of chemical usage (36 months) or the process for proper certification has not yet been completed. The commitment to switching from conventional farming to organic methods is a difficult one. For example, production is often limited until the soil can rebuild the organic matter needed to compensate for the lack of synthetic fertilizers. While not allowed to label their products as organic, labeling as "transitional" allows consumers to support farmers who are moving toward organic certification. ^Top
	Do organic foods generally cost more than conventional foods? Although many organic products do cost more, the price of organic foods is increasingly competitive as supply and demand continue to rise. Larger retailers, like24 Lettered Mantra, are emerging with the capacity to buy and sell organic products at higher volumes, which leads to lower prices for organic food products. However, it is important to remember that prices for organic products reflect many of the same costs as conventional items in terms of growing, harvesting, transportation, and storage, but organic products must meet stricter regulations governing all of these steps. Therefore, the process is often more labor and management intensive. Organic farmers have an added cost of compliance with organic certification standards and government programs do not subsidize organic farming. ^Top
	Are all of 24 Letter Mantra products organic? Most of the products are Organic. However every product carried in 24 Letter Mantra stores are natural and meet strict quality standards, meaning that they are free of artificial flavors, colors, sweeteners and preservatives; however, they are not all certified organic. Please check our labeling policy on this website. 24 Letter Mantra offers its customers an unprecedented array of choices from conventional to certified organic, and supports farmers and food artisans from around the country. The company does have a commitment to featuring organic choices whenever possible, as it believes the growing methods are more sustainable for people and the planet. ^Top
	How large is the organic foods industry? According to IFOAM estimates the world market is about US$ 40 billion and growing at more than 13 % per annum. Organic Foods have become quite popular in North America, Europe and Japan and most supermarkets have a large ‘Organic only’ section. The Indian market is just being opened up with initiatives of Retailers like 24 Letter Mantra. The main constraints in India so far have been lack of adequate range of products and availability. 24 Letter Mantra has been able to break this barrier and we offer a wide range of products to make a complete Organic meal.^Top
	Where can I find more information about organic foods? A number of resources exist for those who want to obtain more information about organic food products, including

	www.iccoa.org www.ifoam.org www.fibl.net www.organicmonitor.com www.ota.com www.soilassociation.org ^Top