Organic farming resorts only to non-synthetic pesticides and fertilizers. Unless these are provably bad, in which case some synthetic substances are allowed.
It feels awkward having to state, in the most technological age mankind has seen, that the divide between organic and synthetic is not the same as the one between sustainable and unsustainable, nor between safe and unsafe for human beings.
I suspect one of the Portuguese wineries mentioned in the article to be Esporão, that has recently converted to Organic Farming. This was not, coincidently, done in a inconspicuous way, but rather publicized by corporate PR in sustainable farming venues, rather disingenuously I should say.[1][2]
On one occasion, and for lack of time for QnA, I didn't get the opportunity to ask a very simple question:
- Once engaged in Organic Farming, a farmer is limited in the range of permissible practices, and synthetic pesticides are off limits. On the other hand, if engaged in Integrated Farming, a well known farming standard in the EU, a farmer can still proceed according to the precepts of Organic Farming if one so chooses. Why, then, is that company committed to Organic Farming?
I suspect the reason is the possibility of labelling their products as such.[3] Marketing - not love for the environment - is behind the move.
So regarding the headline question, soft PR avoids the accusation of greenwashing in a world of corporate virtue signalling.
[1] https://www.esporao.com/en/
[2] Search results for organic farming: https://www.esporao.com/en/?s=organic+farming
[3] Example of label: https://www.esporao.com/en/olive-oil/organic-olive-oil-2017/