When the recent e-mail from New Seasons Market arrived in my in-box touting its efforts at "digging down to the ground for Earth Day," I looked down the page to see what great companies they might be celebrating. Then I saw under the headline "Dairy Done Right" a photo of a pristine river with this copy:

"We’re on board for a dairy-licious sustainability initiative with Tillamook County Creamery Association and Zero Footprint to create a riparian forest on regional dairy farms within TCCA’s co-op. By replanting unvegetated ground with native species, the project will sequester carbon, protect and improve water quality, and enhance wildlife habitat."

That's when my head exploded. Why?

While I applaud companies' genuine efforts to reduce their carbon footprint and repair damage to natural systems, this kind of token effort on a few farms in the diminishing membership of the TCCA co-op is the definition of "greenwashing," or "misleading or deceptive publicity disseminated by an organization so as to present an environmentally responsible public image."

The vast majority of the milk used in Tillamook's products
comes not from cows on farms on Oregon's coast, but from a 70,000-cow
industrial factory farm dairy in Boardman, Oregon.

That's because the vast majority of the milk used in Tillamook's products—Tillamook is the commonly referred to name of the TCCA—comes not from cows on farms on Oregon's coast, but from a 70,000-cow industrial factory farm dairy in Boardman, Oregon, among those contributing to a crisis caused by pollution from industrial farms.

“If Tillamook and New Seasons want to sell real dairy ‘done right’ they need to stop sourcing from confinement mega-dairies like Threemile Canyon [Farms], which threaten our climate, clean air and water, and community health," according to Amy Van Saun, Senior Attorney for the Center For Food Safety. "They especially must commit to not contracting with the pending Easterday mega-dairy, which is proposed to reopen the disastrous Lost Valley mega-dairy near Hermiston, where residents are already suffering with a drinking water emergency caused in large part by mega-dairies in the area.”

Recent testing of drinking water from wells that draw from that area's aquifer shows the situation has grown dire. Even households that were fitted with reverse-osmosis filters designed to filter out nitrates were shown to have levels of the pollutant "between 29 parts per million to nearly 48 parts per million—up to nearly five times the federal safe limit" according to an article in the Oregon Capital Chronicle. 

In the same article, it quotes the technician who called with the test results from the six samples tested as asking, "No one is drinking this, right?"

Because of the extreme levels of nitrate pollution in the groundwater, mostly from agricultural sources, Morrow County has declared an emergency and the federal Environmental Protection Agency (EPA) is considering using its emergency authority to intervene in the region.

When you think Tillamook, think factory farms.

Tarah Heinzen, Legal Director of Food and Water Watch has advice for shoppers: “When you think Tillamook, think factory farms. Behind the company’s sustainability claims and idyllic images of family farms is a harsh reality: most of Tillamook’s milk comes from the state’s largest mega-dairy, raising tens of thousands of cows in confinement.

"This factory farm is a dirty operation, regularly violating state air quality laws and contributing heavily to the climate crisis," Heinzen adds. "Oregonians know better and are demanding better, backing multiple bills in Salem to rein in destructive factory farms [see NOTE below]. Oregonians have the right to know the truth behind their food. And the truth is, there is nothing green about Tillamook.”

In addition, the TCCA is the subject of a class action lawsuit on behalf of consumers who are alleging that Tillamook violated Oregon's strict Unfair Trade Practices Act, claiming that most of the cooperative’s milk is produced by cows confined in an “industrialized dairy factory” in Morrow County, rather than living on small family farms with access to pastures in Tillamook County as the company advertised.

Dairy done right? I think not.

Consider contacting New Seasons and letting them know this kind of greenwashing of dirty practices isn't acceptable.

Read the article I wrote for Civil Eats about the damage mega-dairies do to communities.

NOTE: Two bills addressing factory farms have advanced out of the Senate Natural Resources committee of the Oregon Legislature and are headed for the Rules Committee before going to the floor for a vote. One is a temporary moratorium on new or expanded facilities (SB 85), the other is for a package of reforms that is still in process (SB 398).

Today marks the 51st anniversary of the first Earth Day, held on April 22nd, 1970. It was created by Sen. Gaylord Nelson of Wisconsin, who was disturbed that an issue as important as the environment was not being addressed in politics or by the media at the time. An estimated 20 million people nationwide attended the festivities.

Today one of the most deadly crises facing our environment is climate change, and our increasingly industrialized global food system is rightfully blamed for its part in the disruptions we're experiencing. It's not just pollution from the pesticides used to grow crops, but the waste of limited natural resources like water and energy in these industrialized systems. Not to mention the damage from the methods used to extract those resources—fracking of natural gas, damming rivers and pumping oil, to name just a few.

Wasting the food we produce—estimates range up to as much as 40 percent, or 125 to 160 billion pounds of food—obviously wastes the resources and energy that went into producing those goods during production, processing, distribution, retail and consumption.

In Oregon, we're fortunate to have the bottle bill, passed in 1972 partly as a result of the environmental push that happened after the first Earth Day. The greater Portland area has a regular curbside compost and recycling system that keeps millions of tons of waste out of landfills.

But what can you and I do to help?

First, take advantage of those compost and recycling programs. If your area doesn't have them, work with your neighbors and start attending public meetings to advocate for them.  Run for office yourself, or help elect officials who will work to bring those services to your community. Above all, vote.

Second, and it may seem like small potatoes (Ha! Get it?) but think about your own consumption. Gardeners can make use of the young plants they thin from their garden plantings—radish greens, corn thinnings and lettuce starts are just a few—and home cooks can make stock from vegetable trimmings, chicken carcasses and meat, shellfish and fish bones. (Corn stock from corn cobs was a revelation, and I once got a bag full of chicken carcasses from a restaurant that was going to throw them out after pulling the meat off of them. Horrors!)

Chef Kevin Gibson garnished dishes at the late, lamented Evoe with colorful, pickled stalks of chard. And personally, I like to keep the stems on when I cook kale, chard and collard greens. I just chop the whole leaves and stems into half-inch strips and throw the stemmy ends into the hot oil and garlic for a minute or two ahead of the leaves—I think it gives more texture to the finished sauté.

And Happy Earth Day, however you choose to celebrate it!