Leading the Organic Movement: Kelly Damewood of CCOF | GroceryPulse by Innovar Agency

In this episode of GroceryPulse, host George Goodwin sits down with Kelly Damewood, CEO of California Certified Organic Farmers (CCOF), to unpack the future of organic farming, certification, and consumer trust. Together, they explore how organic and regenerative agriculture can become the norm—not the exception—through smart certification, clear communication, and authentic leadership.Kelly shares her personal journey from suburban roots to leading the charge for organic integrity, revealing the challenges and triumphs of organic certification and what it really takes to support small farmers, CPG brands, and retailers in this movement.The conversation also highlights consumer behavior trends around organic food, the importance of signage and in-store education, and how CCOF is helping the grocery and CPG industries evolve to meet growing demand for transparency, sustainability, and soil health.Whether you’re a retailer, CPG founder, or just passionate about sustainable agriculture, this episode will help you understand the political, environmental, and personal sides of the organic journey.Key Takeaways:✅ Organic farming empowers small producers to enter the market.✅ Signage in stores can significantly boost organic sales.✅ Organic certification is a tool for trust and transparency.✅ Millennials and families are driving growth in organic demand.✅ Regenerative agriculture is gaining momentum but lacks universal certification.✅ Educational initiatives and scholarships are crucial for the next generation of organic farmers.✅ Visiting farms provides deeper understanding of sustainable practices.✅ Building trust and community is essential for long-term organic growth.✅ “Food is medicine” is a growing movement tied to organic farming.✅ Authenticity and vulnerability are keys to effective leadership.Chapters:00:00 – Introduction to Organic Farming and Certification02:47 – Kelly’s Journey into Organic Agriculture06:06 – Consumer Trends in Organic Food09:05 – The Role of Signage in Organic Sales11:52 – Navigating Political Landscapes in Organic Agriculture15:08 – Understanding the Ideal Organic Customer17:51 – Certification for Various Stakeholders20:54 – Challenges for CPG Companies in Going Organic24:08 – Educational Initiatives and Scholarships in Organic Agriculture26:57 – Clarifying Organic vs. Other Labels30:41 – The Integrity of Organic Farming32:14 – The Rise of Regenerative Agriculture35:12 – Personal Insights and Practices36:07 – Quickfire Favorites and Rituals39:11 – Leadership Lessons and Authenticity40:27 – Memorable Farm Visits and Experiences42:05 – Connecting with Industry Leaders44:05 – Call to Action and Closing Thoughts🎧 Listen Now:SpotifyApple PodcastsMore platforms & show notesWant to be featured on GroceryPulse?📧 Email us at [email protected]🌿 Learn more about CCOF at 👉 ccof.org