Across the United States, a shift is occurring among some farmers. Tired of the red tape, high costs, and questionable benefits of the USDA Organic label, some are ditching it for an alternative: Certified Naturally Grown (CNG). This shift isn’t just a rejection of bureaucracy—it’s a pragmatic move to stay true to healthy, regenerative practices while keeping their businesses viable. But why is this happening, and could this new label actually catch on with consumers?
The USDA Organic certification, once a gold standard for eco-conscious farming, has become a double-edged sword. For farmers, achieving and maintaining it is an expensive ordeal. The process starts with a three-year transition period where no prohibited substances—like synthetic fertilizers or pesticides—can touch the soil. Then comes the certification itself: a maze of paperwork, detailed record-keeping, and annual inspections by one of fewer than 80 USDA-accredited certifying agencies. These inspections aren’t cheap—costs can range from hundreds to thousands of dollars annually, depending on the operation’s size. Even with the USDA’s cost-share program reimbursing up to 75% (capped at $750 per category), small farmers often struggle to front the cash. Add in higher labor costs for organic methods—like manual weed control or diverse crop rotations—and it’s no wonder organic produce carries a premium price tag, often 20-30% higher than conventional goods.
But does that premium guarantee a superior product? Not necessarily. A dirty secret of the organic industry is that much of the USDA Organic produce flooding U.S. shelves comes from overseas—places like Eastern Europe, Central America, and Asia. While domestic organic farms face rigorous scrutiny, imports often slip through with lax oversight. The USDA relies on foreign certifiers, some of whom have been accused of cutting corners or accepting payments to overlook violations. Unlike U.S. farmers, who get annual on-site inspections, many foreign operations are certified en masse as “producer groups” without individual farm checks—a practice that skirts federal law. The result? Consumers pay more for organic apples or kale that might not meet the standards they expect, undermining the label’s promise of quality and integrity.
Enter Certified Naturally Grown, a grassroots alternative that’s gaining traction. CNG offers a simpler, cheaper path for farmers who want to signal sustainable practices without the organic hassle. For just $250 a year, farmers get certified through peer reviews—other CNG farmers inspect their operations, either in person or online. The standards are similar to USDA Organic: no synthetic chemicals, eco-friendly pest control, and free-roaming livestock. But the process cuts out the middlemen and mountains of paperwork. For small-scale growers like Jennifer Duensing of Illinois Country Harvest, who sells directly to customers, CNG is a way to prove her methods are legit without drowning in bureaucracy. “The paperwork [for USDA Organic] scares me a little bit,” she told Iowa Public Radio. CNG, by contrast, feels manageable and authentic.
So, will “Naturally Grown” resonate with consumers? It’s a mixed bag. On one hand, the label sidesteps the organic brand’s baggage—overseas fraud, inflated costs, and a certification process that sometimes feels more performative than practical. Farmers like Duensing argue it’s a truer signal of care, especially for local operations where buyers can see the farm firsthand. Plus, it could mean lower prices, making clean, healthy food more accessible. CNG is even getting a boost from a USDA-funded, $400,000 project to raise its profile, starting in Virginia and Arkansas, with plans to expand.
On the other hand, “natural” is a buzzword that’s been abused on food packaging for years, leaving shoppers skeptical. Unlike USDA Organic, which 70% of consumers trust according to a 2024 trade survey, CNG lacks name recognition. Liz Graznak, an organic farmer in Missouri, swears by the USDA label’s clout: “The public knows what it is, they recognize it, and it means something.” For farmers selling wholesale or in retail, where they can’t chat up every buyer, that visibility is gold. CNG’s peer-reviewed model might inspire trust among the farm-to-table crowd, but scaling that to a broader audience is an uphill climb. Consumers already drowning in label confusion—organic, non-GMO, free-range—might see “Naturally Grown” as just another vague promise.
The shift to CNG reflects a deeper frustration: the organic label, meant to protect farmers and consumers, has morphed into a costly, compromised system that doesn’t always deliver. For farmers, it’s a lifeline to stay sustainable and solvent. For consumers, it could be a fresh option—if they can learn to trust it. Whether it sticks depends on execution: clear messaging, rigorous standards, and a little time to grow roots. In a market hungry for authenticity, “Naturally Grown” might just find its place—or it could get lost in the noise.