Unless reserved by the Minister, as is currently the case for the organic designation, any person or company may use a designation to convey a particular message to customers about a product’s particular value.

The challenge, however, lies in sustaining this designation so that it will gain credibility. A product will merit a designation only if there is a demand for it from consumers. Thus, if consumers constantly demand a product, it is because they perceive it as having a distinct advantage over mainstream products in the same category. If a designation is to be credible, then it is precisely this difference that must be reflected in the specifications and controlled by the accredited body that certifies the product in question.