Kashi's CEO on scaling organics

Getting to "Organic" is a lengthy and expensive journey for farmers. 

The "Certified Transitional" label is the first way consumers can incentivize farmers during the three-year transition from conventional to USDA organic certification. Kashi’s program rewards farmers for upfront investments in capital infrastructure and market uncertainty that can come with making the leap from conventional to organic agriculture. 

Kashi CEO David Denholm spoke at GreenBiz 17 about the inspiration for the program, early responses to the concept from cross-industry stakeholders and what it means for its portfolio, industry and long-term agricultural outlook. "Certified Transitional provides the first seed-to-store solution because products are clearly labeled and we have efforts underway to build awareness at the consumer level," said Denholm.