Certified organic fresh produce is finally being taken seriously says Steve Skopilianos, whose Australian Certified Organic company Ladybird Organics won the Brisbane Produce Market Innovative Marketing Award at the Ausveg Vegetable Industry Conference last month - one of the fresh produce industry's peak events.

Displaying flair, creativity, and a serious environmental conscience Ladybird Organics (Keilor, Vic) beat large-scale operators to the punch for committing to biodegradable corn-resin - not plastic - bags for their high convenience lettuce packs.

Steve Skopilianos, Director, says steering clear of plastic could not have been a better decision for the company, providing an eco-friendly answer to the complicated question ''How do you wrap organic?''

''The idea of using a petro-chemical product for extra packaging was completely at odds with the philosophy of organic - and our own values,'' says Steve. ''We risked alienating our core customer if we didn't find a plastic alternative.''

The corn-resin compromise has seen Ladybird Organics lead the way in the Australian market in the commercial use of biodegradable film, still an unknown concept to many operators.

All Ladybird Organics products are packed in biodegradable film and supplied to a wide range of retail outlets, including supermarkets.

''One of the criteria of the award was that there be an industry up-take of what we were doing. We (Ladybird Organics) have put biodegradable packed goods on literally hundreds of shelves, and we have had an influx of inquiries from companies who became interested in the idea after seeing our products,'' says Steve.

He says while many are dissuaded by price - ''biodegradable film is about four times the cost of plastic packaging'' - at least one other organic operator has since converted to corn-resin wraps.

Steve's company has also drawn applause for making the most of their 'ladybird' motif.

Jin Ju Wilder, President of US-based Coast Produce Company noted Ladybird Organics' items were among the only fresh produce products - organic or otherwise - to stand out on supermarket shelves.

''The problem in Australia is fresh produce is not marketed well,'' says Steve.

''If we want people to eat more fruit and veg - and ideally, I'd like that to be certified organic - we need to make the concept attractive, just like any other sector. We've gone to significant lengths to make sure our lettuce is as interesting as it can be!''

He says there is no reason for organic to have a reputation for below-par marketing.

''Organic companies are innovators and are prepared to pioneer new methods in marketing and operations, often before they are commercially adapted.''

But he says broader recognition from the wider vegetable industry is an important sign organic is here to stay - ''This one's for organic!'' he said upon accepting his latest award.