Organic Junk Food 2.0

When I was first learning about organic food production and consumer values in the 1990s, the “organic Twinkie problem” was being hotly debated in both the academic and popular presses. Could a Twinkie really be considered organic even if all of the ingredients were USDA certified? Twinkies are, after all, an iconic symbol of our industrialized food system, with a shelf life spanning years and the supernatural ability to survive a nuclear holocaust (along with cockroaches). While neither of these well-known “facts” turns out to be true, Twinkies certainly represent the pinnacle of modern food science and mass distribution systems.

But despite those who believe the values associated with organic food should extend beyond the production materials and techniques overseen by the USDA, a growing number of reputable natural food companies are producing what can only be called “organic junk food.”  I have to admit that I, along with many other greenies, am happily eating it up!

Based on anecdotal evidence alone, it appears that as alternative organic brands like Earthbound Farm and Newman’s Own continue to gain mainstream traction, a new era of artisan-crafted treats is emerging — and many of them are hitting every possible green button at once. A classic example is Oscar William’s Gourmet Cotton Candy.

This gourmet spun sugar delight features all of the following green values:

1. Founders With A Story & A Social Mission. The company began as a fundraising effort for an HIV outreach program (PASTD.ORG) that the founders set up after losing several friends to the disease. ”We were only planning to sell the product once, but the community loved it so much, that after much discussion we decided to become an official business,” founder Tasha Holland-Kornegay explained.

2. Giving A Portion Of Sales To Charity. Oscar Williams Gourmet Cotton Candy contributes 10% of all sales back into the community, by distributing HIV/AIDS pamphlets and sponsoring educational workshops.

3. All Natural, Vegan & Gluten-Free Products. Their gourmet cotton candy is “all-natural, allergen-free and gluten-free.” As a result, many of their products are also white — so you do not get any unnecessary dyes. ”Being that my husband and I are both vegans, we wanted to make sure we offered a product that reflected who we were,” Tasha explains.

4. Artisanal Flavors.  Instead of just offering the traditional flavors one would expect when buying cotton candy, the company markets fun kid flavors like Root Beer Float and Marshmallow, along with more adult flavors like Chai Tea Latte and Sangria.

5. Green Packaging. Green packaging is another important item on the eco-friendly marketing checklist. Many brands are using recycled materials to pack and ship their sweet treats. Oscar William’s packaging is not currently made from recycled plastic, but they do encourage consumers to re-use and recycle their 16oz tubs. I suspect that as they grow, this will be one of the first green changes they will make. 

As a green reporter, I receive information about dozens of artisan confections from companies like Oscar William’s Gourmet Cotton Candy every month — and I think it is an exciting new trend. While many of these companies may never get the traction (or funding) they need to expand beyond their local area, the internet offers them access to a national audience of green and gourmet consumers.

Good products tend to get a following by themselves. Despite their rather primitive web presence, Oscar William’s has close to 1,500 Facebook fans, which is a testament to their story, their products and their dedication. As Americans’ interest in artisan crafts, artisan liquors, and other small-batch products increases, it seems only fitting that the growth in demand for organic treats should follow.

While some people may be horrified that sugary treats are defining so much of the natural, organic and allergy-conscious market, when you learn what really goes in to mass market candy, locally-made eco-friendly alternatives are a better, albeit not “healthy,” option. The demand is clearly there and I don’t see it waning anytime soon. By using the strategies above, I predict we will see continued growth in this sector. Yum!