No widely recognized SH branding mechanisms exist. Objective C4 - Branding & Certification
Label Title Description Branding & Certification Develop, improve and implement Soil Health (SH) branding mechanisms SH 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 2020 Target 2030 Target 2050 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 Statement | Description | Consequences |
---|---|---|
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
N° | Cause | Description |
---|---|---|
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
N° | Activity | Description |
---|---|---|
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
N° | Critical Success Factor | Description |
---|---|---|
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? |
10 | Widespread the brand | Take 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
N° | Barrier | Description |
---|---|---|
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. |
9 | Cost of the certification | The "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." |