Objective C4 - Branding & Certification

LabelTitleDescription
Branding & CertificationDevelop, improve and implement Soil Health (SH) branding mechanismsSH branding mechanisms (seals, certification, awards, labeling, etc.),  including a "4 per 1000" brand, are developed, improved, and implemented as a benchmark for SH and Soil Organic Carbon (SOC) build-up.

Targets C4 - Branding & Certification

Baseline 2020Target 2030Target 2050

No widely recognized SH branding mechanisms exist.

SH branding mechanisms are fully operational.SH branding mechanisms have been assessed, updated, and fully operational.

Context C4 - Branding & Certification

Problem C4 - Branding & Certification

Problem StatementDescriptionConsequences

Lack of a trustful "brand" for certifying sustainable soil management.

Public agencies and civil society are increasingly aware of the need for sustainable soil management. Therefore, there is a need for reliable and widely recognized branding mechanisms for sustainable soil management, which are well understood and accepted by farmers and foresters, and civil society. Today, too many commercial soil carbon certification schemes exist compared to the existing market.

It is hard for civil society and farmers and foresters to identify which schemes are trustworthy and fit to their needs.

Causes C4 - Branding & Certification

CauseDescription

1

Regional differences

The brand would be good. Otherwise, we will see a lot of different brands in different countries, and consumers will be confused. But how can the brand consider regional differences?

2

Too many labels/certifications

There are too many labels/certifications in agriculture. Many are doubtful.

3

Soil carbon is a new financial asset

Soil carbon is seen as a new financial opportunity by private companies' soil carbon is just seen as an extension of forestry carbon => certification companies do business, as usual, just exploring a new pool of carbon

4

No international branding initiative

International initiatives like the 4p1000 or the GSP didn't address so far this issue of a trustful recognition of healthy soil management by farmers and foresters.

Implementation strategy C4 - Branding & Certification

Activities C4 - Branding & Certification

ActivityDescription

1

Evaluate interests and requirements

Evaluate interests and requirements to develop SH branding mechanisms, including "4 per 1000" ones. Look for criteria for SH in existing standards and decide upon the branding mechanisms to select for improvement  (target/audience/tools & purpose to be further defined).

2

Elaborate viable business models

Assess the required resources to carry out activities related to developing, improving, and promoting SH inclusive branding mechanisms, including the "4 per 1000" one.

3

Determine award criteria

Determine shared and transparent award criteria.

4

Involve public and private actors

Involve both public and private actors in designing brands and branding mechanisms.

5

Promote action and results-based labeling

Develop and refine comprehensive linkages to quantification and decision support tools to protect and increase SH and SOC through sustainable land management (SLM).

6

Position and register brands

Specify the position of the "4 per 1000" branding mechanism compared to other schemes. Identify the accreditation bodies. Register the "4 per 1000" brand with the relevant industrial property offices according to the defined geographical scope (INPI in France; EUIPO for the European Union; etc.).

7

Promote the scheme

Identify sponsors and supporters to reach an immense recognition of the branding mechanisms at the global level.

Critical Success Factors (CSFs) C4 - Branding & Certification

Critical Success FactorDescription

1

Define simple rules

Rules to allow brand use must be simple.

2

The soil at the center

The soil must be placed in the center certificate.

3

Clearly defined scope

Clear definition of the scope of application.

4

Standardized databases

Standardized data is needed for branding mechanisms.

5

The credibility of the brand

The brand must recognize the effort of members.

6

Added value

It must be clear what the added value of the brand is.

7

Build constructive competition

Mechanisms such as awards can support a brand's diffusion.

8

Positioning of the brand

How does the 4p1000 interact with existing schemes?

9

Management

How is the brand going to be managed?

10Widespread the brandTake care of the brand's targets. "4 per 1000" brand has to be well known by farmers and the Agriculture sector but to be appealing, it has to be also known by consumers.

Barriers C4 - Branding & Certification

BarrierDescription

1

Access to the standards of the certifications

Is there a standard behind each certification scheme?

2

Competition

Competition with private certification companies.

3

Make well known the brand

One limit could be represented by a well-designed brand mechanism but known by few persons.

4

Missing harmonization of tools and databases

Tools and databases addressing SLM objectives generally require core information on land use and management practices, soil type, climate, etc. but often use different categories and questions.

5

Lack of resources

Management of a brand requires human resources.

6

Make credible the brand

The brand must be perceived as a recognition that the subject is concerned with climate issues, not as image-building.

7

No clear target

Clear target and added value of the brand needed.

8

Low identity of the brand

The brand should not be confused with other commercial brands related to climate, sustainability, etc.

9Cost of the certificationThe "4 per 1000" brand keeps the certification costs as low as possible because farmers usually lack financial resources.
10

Boring communication

A strong and simple message is needed to reach consumers. To say that "soil is cool."


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