California Ag Network

Tag: Organic Trade Association

  • Colin O’Neil Joins Organic Trade Association Leadership Team to Head Public Affairs

    The Organic Trade Association (OTA) has hired Colin O’Neil as Senior Vice President to lead public affairs where he will direct legislative and regulatory efforts, political advocacy, and stakeholder engagement for the membership-based trade association representing organic farmers and businesses throughout North America. In this new role, O’Neil will help drive growth of the $76 Billion organic sector by leading public affairs initiatives to build trust in organic, reduce barriers to adoption, strengthen the credibility of the USDA Organic seal, and expand opportunities for organic farmers and businesses. He will also oversee OTA’s political action committee.
    The Organic Trade Association (OTA) has hired Colin O’Neil as Senior Vice President to lead public affairs where he will direct legislative and regulatory efforts, political advocacy, and stakeholder engagement for the membership-based trade association representing organic farmers and businesses throughout North America. In this new role, O’Neil will help drive growth of the $76 Billion organic sector by leading public affairs initiatives to build trust in organic, reduce barriers to adoption, strengthen the credibility of the USDA Organic seal, and expand opportunities for organic farmers and businesses. He will also oversee OTA’s political action committee.
    Based in the Washington, DC area, O’Neil is an accomplished public affairs strategist and coalition builder across the food, agriculture, environmental, and public health sectors. Throughout his nearly 20-year career, O’Neil has brought together businesses, policymakers, advocates, and other stakeholders to advance federal policies addressing organic agriculture, agricultural conservation and climate change, food labeling, chemical regulation, and food safety.
    Some of O’Neil’s early priorities at OTA will be to advance the association’s Farm Bill priorities and key policy initiatives such as the Domestic Organic Investment Act (DOIA). Introduced in 2025, O’Neil will help advance the bipartisan, bicameral DOIA legislation that aims to establish a permanent USDA program to expand and modernize the US organic supply chain by providing grants to support domestic organic production.
    “Having known Colin for years, based on his successful track record leading policy and advocacy work, we are thrilled to have him join OTA’s leadership team as his expertise and passion for the organic sector will bring tremendous value to our members,” said Matthew Dillon, Co-CEO, Organic Trade Association. “With strong consumer demand and momentum for organic food and fiber, Colin is joining OTA at an excellent time to help us accelerate growth and drive meaningful results.”
    — Story contributed by the Organic Trade Association

  • Millennials, Gen Z Place High Value on Health Benefits of Organic

    A $70-billion market now, organic may be maturing, but younger consumers –including new parents and their babies — are eating it up. A survey released by the Organic Trade Association (OTA) finds that organic’s benefits to personal health and nutrition are resonating deeply with Millennials and Gen Zer’s, making them the most committed organic consumers of any generation.

    In its new “Consumer Perception of USDA Organic and Competing Label Claims,” OTA partnered with Euromonitor International to survey over 2,500 consumers across the country in October 2024. Survey participants were asked about their familiarity with organic and other food label claims, their priorities in making food choices, how often they bought organic, and how willing they were to pay a premium for the organic label.

    The results showed that not only do members of the Millennial and Gen Z generations buy the most organic, but that the USDA Organic label garners the deepest trust from consumers of all ages and is synonymous with health in the minds of most shoppers. Organic’s benefits to personal health outrank its benefits to environmental health in purchase decisions, especially with younger consumers, and the sometimes-higher prices of organic products are not an obstacle to those health-conscious individuals.

    While older demographics may worry about the affordability of organic, the younger consumer – at every income level — is more willing to pay a premium for organic. The Gen Z generation (those between the ages of 13 and 28) in particular is leading the way in prioritizing organic, with nearly 90 percent of consumers surveyed in that age group already either a committed or relatively new consumer of organic. As this generation matures, has families, and advances professionally, all signs point to the Gen Zer’s being the drivers of organic into the future.

    “There’s lots of good news in this report: younger consumers are embracing organic; consumers of all ages value the Organic label more than any other food label or claim,” said Tom Chapman, Co-CEO of the OTA. “The challenge to the organic sector is to demonstrate the distinct value of the USDA Organic label and break through the noise of all the other health, nutrition and sustainability claims in the marketplace.”

    “Free from” and health-first  

    Consumers surveyed want their food to be clean and safe. That means free from toxic pesticides and chemicals, free from GMO’s, and produced without synthetic hormones and the heavy use of antibiotics. When sorting through the multitude of labels and claims in the grocery aisles, the survey found that while the big labels like organic, natural and local are familiar to today’s shopper, the “free from” or single attribute claims like no added hormones and raised without antibiotics carry greater weight in what finally lands in the shopping cart.

    The sticking point here for organic, according to the survey findings, is that shoppers frequently do not realize that organic certification inherently meets all these “free-from” expectations. The USDA Organic label is backed up by strict government standards that ban the use of toxic pesticides and synthetic nitrogen fertilizers, antibiotics, synthetic hormones, and GMO’s. The survey results showed there is an untapped opportunity to more clearly inform consumers, especially the younger ones, about the full scope of what that Organic label stands for.

    “This latest survey shows a great opportunity for organic,” said Matthew Dillon, Co-CEO of OTA. “Today’s younger consumers who are driving organic’s growth pay close attention to claims and want to know more about the products they’re buying. At times they don’t realize that organic encompasses the single attribute claims they value, like no antibiotics or growth hormones. We have an opening here to educate consumers, about the broad sweep of value and the attributes organic offers.”

    Another revealing finding was that claims tied to the health and nutritional benefits of organic are more important to younger consumers in their purchasing decisions than broader environmental claims. That said, the survey shows that a consumer shift could be beginning, with younger generations increasingly considering the social and environmental impacts of their buying patterns. So, while the “secondary” environmental benefits of organic may not yet tip the scales for organic, it is a key part of the organic promise.

    Regenerative claim not yet clearly understood or valued 

    The survey looked at 11 different food and beverage claims and certifications to see how organic stacked up. The food and beverage claims included in the survey were organic, natural, local, raised without antibiotics, non-GMO, no added hormones, free range, pasture raised, humanely raised, fair trade and regenerative.

    Organic, local and natural were the claims consumers said they knew the best, with 90 percent of those surveyed familiar with organic. The regenerative claim, while increasingly part of the food industry lexicon, does not appear to have hit home yet with most consumers. Over 40 percent of consumers surveyed said they were unsure about what regenerative means, only about 25 percent found the regenerative claim important, and only 10 percent said they are willing to pay more for a product labeled regenerative.

    Careful choices by young minds 

    Younger generations are reading the labels of their food closely. OTA’s survey found that food claims like organic, vegan and allergen-free are almost 40 percent more important to Millennials and Gen Zer’s than to older generations.

    The USDA Organic label is particularly important for younger consumers, with over two-thirds seeking out the organic label in almost every food purchase. The Organic label was most valued in fresh food categories like fruits, vegetables, meat/poultry, baby food, eggs and dairy, and these items were the most likely products to be purchased as organic over the last 12 months.

    More than half of U.S. consumers bought an organic fruit or vegetable in the last year. Consumers surveyed bought more bread in the last 6 months than any other food item, and 27 percent said they chose organic bread. For those surveyed consumers buying baby food, a whopping 93 percent chose organic.

    “In just a little over two decades, the USDA Organic label has earned deep trust among consumers and has become one of the most identifiable food labels in our grocery stores,” said OTA’s Dillon. “The Gen Z consumer is now making its presence known, and this survey shows it puts a high value on organic. By continuing to reach out to this generation, and to all consumers, organic can establish a foundation for sustained growth across future generations.”

    About the Organic Trade Association
    The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. OTA is the leading voice for the organic trade in the United States, representing organic businesses and producers across the nation. Its members include growers, shippers, processors, certifiers, farmers’ associations, distributors, importers, exporters, consultants, brands. retailers and others. OTA’s mission is to promote and protect ORGANIC with a unifying voice that serves and engages its diverse members from farm to marketplace.

  • Organic Trade Association Celebrates 40 Years

    This year marks a significant milestone: the Organic Trade Association (OTA) is turning 40. For four decades, OTA been at the forefront of the organic movement, driving change, fueling growth, and amplifying a unifying voice of our vibrant community. We’re grateful for those who are part of this community, movement and trade – whether you joined us this year, or have been around from the launch – we are truly stronger together.

    This milestone is more than an anniversary; it’s a celebration of how far we’ve come, an acknowledgment of the challenges we’ve overcome, and a rallying call to shape an even brighter future for organic farmers, ranchers, retailers, advocates, and consumers. It’s a worthwhile moment to reflect on our past as we continue to charge ahead with bold initiatives that will pave the way for the next 40 years.

    A Legacy of Leadership
    From the very beginning, we’ve been driven to advocate for our members. It began with a goal to establish a unified framework for organic standards. Our early work, including the landmark Guidelines for the Organic Food Industry, laid the foundation for the Organic Foods Production Act of 1990 and the USDA’s National Organic Standards in 2000. But of course, that was only the beginning.

    We’ve worked relentlessly for:

    • A strong public-private partnership including adequate funding for the USDA National Organic Program. While most days we work in collaboration, we’ve also been unafraid to challenge the USDA when progress stalled, always pushing to advance organic priorities.
    • Support for farmers in transitioning to organic, from cost share to technical assistance through our programs and federal funding.
    • Stronger regulations to meet consumer demand, protect against fraud, and ensure the integrity of organic products.
    • Improved infrastructure that addresses the farm-level, manufacturing, and market bottlenecks in organic.
    • Organic promotion and education including the environmental, economic, animal welfare and social benefits of our integrated approach to production to help sales of American organic products both domestically and abroad.
    • Increased investment in organic research, especially that which supports farmers in the field as well as sustainability initiatives that expand the benefits of organic.

    Telling the Organic Story – and Watching It Thrive
    For 40 years, we’ve championed the benefits of organic to the public, inspiring generations of consumers to embrace healthier choices for themselves and the planet. Organic is now a more than $70 billion industry. When you look back twenty years we were at $10 billion. This incredible growth is a testament to the collective power of our members who have expanded access to organic and ignited the passion of organic consumers.

    Looking Ahead: The Next 40 Years
    We’re just getting started. As we kick off our fifth decade, we’re stepping into a new era of opportunity and action.

    We will continue to advocate for organic in a shifting political landscape. A top priority is to better educate Congress and their staff on the value organic has as a choice for consumers, farmers, and businesses. We will continue to be the leader in advocating for Farm Bill priorities that serve our members and mission and ensure continued growth across the wide diversity of sectors we represent.

    We will reenergize a conversation around the organic sector with an eye on the next generation. Future farmers, businesses leaders, advocates and consumers are critical for continued success, and we will be celebrating and nurturing their success. At Organic Week 2024 we both looked to our roots – as a regional food movement – and to our future that includes those roots and continues to expand our innovation and global markets.

    This conversation must include a discussion of the impact of our agricultural system on “outcomes”—specifically, how our decisions to choose organic affect the planet and people. How can we better measure these impacts? We’ve already initiated conversations, partnerships, and the development of principles to advance organic farming by better accounting for our positive outcomes and competing with other impact claims. We must continue evolving and responding to consumer and market signals, and this is one area that cannot be ignored.

    A Fresh Look for a Bold Future
    As we embark on the future, we’re giving ourselves a new look and refreshing our brand, our logo and our website. Theses changes aren’t just cosmetic updates – they’re a declaration of who we are and where we’re headed. It reflects the dynamic nature of the organic sector and the forward-thinking approach we embrace, and symbolizes the growth, sustainability, and the interconnectedness of organic practices, from farm to marketplace. Our new look serves as a testament to the strength and evolution of our movement.

    Alongside our new logo, we are excited to unveil a completely redesigned OTA website, coming soon. The fresh user-friendly site will provide clearer access to resources, industry news, and tools to help you thrive in the organic sector, and will offer greater opportunities for connection, collaboration, and advocacy.

    Celebrating You, Our Members
    None of this would be possible without you – our members, the heart and soul of OTA. This year, we’re turning the spotlight on YOU, sharing your stories, successes, and the incredible work you do to drive the organic movement forward.

    As we step into this exciting new chapter, we’re doubling down on our mission: strengthening our collective voice, fostering collaboration across the organic supply chain, and deepening connections within our community.

    Join us in celebrating 40 incredible years – and let’s build the next chapter of organic together.

    Together, we grow organic.

    Regards,

    Organic Trade Association Co-CEOs Matthew Dillon and Tom Chapman

                     

    ​​​

    About the Organic Trade Association
    The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. OTA is the leading voice for the organic trade in the United States, representing organic businesses and producers across the nation. Its members include growers, shippers, processors, certifiers, farmers’ associations, distributors, importers, exporters, consultants, brands. retailers and others. OTA’s mission is to promote and protect ORGANIC with a unifying voice that serves and engages its diverse members from farm to marketplace.

  • Organic Trade Association Advocates for Organic in End-of-Year Legislative Funding

    The Organic Trade Association (OTA) has been meeting with congressional offices in Washington, D.C., to advocate for funding for organic in a Farm Bill extension and a Continuing Resolution to fund governmental operations or full FY25 appropriations. While Congress is currently considering allocating billions in additional funding for conventional operations in core commodities, organic remains underfunded relative to our economic impact.

    OTA has requested funding for three “orphan” programs as well as the continuation of Organic Market Development Grants:

    Organic Data Initiative (ODI) 

    The USDA has made progress in aggregating accurate, segregated organic data via ODI and needs stable, secure funding to continue improving. This data is essential for understanding market trends and addressing challenges faced by organic operations. USDA’s reliance on conventional agriculture data has hindered effective responses, particularly in sectors like providing relief for organic dairy producers. Mandatory funding of $1 million for 2025 is critical to support this initiative.

    Organic Certification Trade and Tracking Program (OCTT) 

    The Strengthening Organic Enforcement (SOE) rule, implemented to prevent fraudulent imports and protect consumer trust, requires continued and stable funding. Mandatory funding of $1 million in 2025 will enable the USDA to uphold organic standards and safeguard domestic farmers from market disruptions caused by fraud.

    Organic Certification Cost Share Program (OCCSP) 

    The OCCSP helps organic operations offset annual certification costs, supporting farmers and handlers in meeting USDA organic standards. With rising inflation and increased demand, the program’s current $8 million funding falls short. We estimate $11 million is needed in 2025 to maintain reimbursement rates and avoid disruptions that could force farmers out of certification or increase reliance on imported organic products.

    Organic Market Development (OMD) 

    In 2023, USDA announced the Organic Market Development Grant Program to support the development of critical processing infrastructure to support farmers bringing new organic products to market. This program was a success, garnering hundreds of applications and requests totaling $218 million for only $75 million in available funding. The organic industry needs market expansion and increased domestic processing to meet growing consumer demand, generate greater farm-to-retail efficiencies, and encourage the adoption of regenerative practices inherent in organic agriculture. This program provides opportunities for the U.S. to reduce its reliance on imported organic products and generate value for our farmers and business operations. As such, it should be a key priority for this administration.

    To ensure the continued success of the organic sector and strengthen our agricultural economy, it is critical that we prioritize and fund these vital programs. By investing in the future of organic agriculture, we can reduce dependence on imports, support American farmers, and meet the growing demand for organic products. Stay tuned to OTA communications for the latest updates on advocacy efforts and funding developments.

    By: Matthew Dillon, Co-Chief Executive Officer, Organic Trade Association 

    About the Organic Trade Association

    The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. OTA is the leading voice for the organic trade in the United States, representing more than 9,500 organic businesses across 50 states through direct membership and 500 producers through our Farmers Advisory Council. Its members include growers, shippers, processors, certifiers, farmers’ associations, distributors, importers, exporters, consultants, retailers and others. OTA’s Board of Directors is democratically elected by its members. OTA’s mission is to promote and protect ORGANIC with a unifying voice that serves and engages its diverse members from farm to marketplace.

  • Organic Trade Association Awarded $2.5 Million to Open Untapped Export Markets

    The Organic Trade Association (OTA) is pleased to announce it has been awarded $2.5 million to open and develop untapped export markets for U.S. organic products through the U.S. Department of Agriculture’s new Regional Agricultural Promotion Program (RAPP).

    The award will help fund market development activities over a 5-year period from June 1, 2024, to September 30, 2029. The activities will focus on boosting U.S. organic exports to Southeast Asia, Africa, the Middle East, Latin America and the Caribbean — areas beyond the U.S.’s traditional top customers of Canada, Mexico, the European Union and China.

    “Consumer and trade promotional activities historically funded by USDA’s Market Access Program (MAP) and Agricultural Trade Promotion (ATP) program have been key to opening foreign markets to U.S. organic exports and creating trust in the USDA Organic seal globally. With the allocation of $2.5 million from RAPP funding, the trade association is excited to further develop and expand our global consumer and trade promotional activities,” said Sarah Gorman, Manager of International Trade for OTA.

    Agriculture Secretary Tom Vilsack announced this week the first $300 million tranche of the RAPP awards. In a press call with Senate Agriculture Committee Chairwoman Sen. Debbie Stabenow (D-MI), Vilsack said the investment underscores USDA’s commitment to addressing challenges related to creating new and better markets for American farmers.

    “Given the rising demand for organic products globally, and especially in Latin America and Southeast Asia, this additional funding offers a significant opportunity for U.S. organic exporters to explore and enter developing markets, driving growth for American organic farmers and industry while contributing to healthier, more sustainable food systems in the region,” said Tom Chapman, co-CEO for the trade association.

    USDA launched the $1.2 billion RAPP in 2023 in response to a bipartisan request from the U.S. Senate Agriculture Committee. RAPP’s aim is to diversify and expand market opportunities for U.S. food and agricultural products into new markets in parts of the world where the middle class is growing and the desire for high-quality food and farm products is increasing.

    OTA market development activities will include designing consumer-focused retail and educational campaigns that highlight the health benefits of organic foods and the quality of USDA-certified organic products, participating in trade shows and organizing trade missions in the targeted countries, and conducting market research to fully understand the preferences of consumers and better position U.S. organic for success in those markets.

    OTA has represented the U.S. organic sector in USDA’s market development programs for more than 20 years, most recently receiving more than a million dollars in funding from USDA’s MAP  to promote U.S. organic products around the world in 2024.  OTA’s member companies provide the bulk of all U.S. organic exports. The market promotion activities administered by the association are open to the entire organic industry, however, not just members. For more information or to sign up for activities, visit OTA’s website.

    About the Organic Trade Association

    The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. OTA is the leading voice for the organic trade in the United States, representing more than 500 organic businesses across 50 states and 9,500 farmers through its Farmers Advisory Council. Its members include growers, shippers, processors, certifiers, farmers’ associations, distributors, importers, exporters, consultants, retailers and others. OTA’s Board of Directors is democratically elected by its members. OTA’s mission is to promote and protect ORGANIC with a unifying voice that serves and engages its diverse members from farm to marketplace.

  • Organic Trade Association, The Organic Center Awarded $4.4 Million Market Development Grant

    The Organic Trade Association (OTA) and The Organic Center are pleased to be the recipients of $2.2 million in Organic Market Development Grant (OMDG) matching funds from the U.S. Department of Agriculture (USDA) to expand organic markets through consumer education and promotion.  The funds provided by USDA match those provided by the OTA, The Organic Center and Organic Voices for a three-year project totaling $4.4 million.

    The joint project by the trade association and The Organic Center is designed to stimulate the demand for and increase the sales of organic products by promoting the science-backed benefits of USDA certified organic products and farming to consumers. The project will be done in collaboration with Organic Voices and an Industry Advisory Committee.

    “We thank USDA for making this project possible with this important funding. Consumers lack information about all that the USDA Organic label stands for and all the benefits it delivers for human health, the environment, and businesses,” said OTA co-CEO Tom Chapman. “Our project aims to increase the consumption of organic by giving consumers access to more credible information about what organic production and processing means, and the advantages it provides.”

    “We want to educate people about the difference organic makes, and inspire them to choose organic,” said Dr. Amber Sciligo, Director of Science Programs for The Organic Center. “This project will highlight organics’ ability to protect natural resources, sequester carbon and regenerate soil health, while also providing nutritional benefits and protecting us from synthetic pesticides, preservatives, antibiotics and more. The more educated consumers are about organic, the more likely they will seek out that Organic label.”

    The project will develop fresh creative content on the regulatory and science-based environmental, animal and human benefits of organic, focusing on targeted information to motivate consumers to purchase organic products, prioritizing organic dairy, grain and fiber. A full-scale integrated marketing campaign will be launched, and particular focus will be made to ensure that the promotion reaches beyond mainstream organic markets into regions and communities where organic production is not prevalent.

    The project will culminate with a final comprehensive report on effective organic consumer marketing strategies, content, and messaging which will be shared with the entire organic industry through the distribution of printed copies of the report, and availability through social media channels.

    “The longevity of this project will extend far beyond its 3-year timeframe,” said OTA co-CEO Matthew Dillon. “The creation of valuable educational content and marketing resources will continue to benefit organic producers and brands, while the consumer promotion and education campaign will yield a lasting impact by expanding the community of informed organic consumers to create a growing and stable market for organic.”

    The Organic Market Development Grant Program is part of the USDA Organic Transition Initiative, a $300-million initiative launched in 2022, to help existing organic farmers and those transitioning to organic production and processing.

    About the Organic Trade Association

    The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. OTA is the leading voice for the organic trade in the United States, representing more than 500 organic businesses across 50 states and 9,500 farmers through its Farmers Advisory Council. Its members include growers, shippers, processors, certifiers, farmers’ associations, distributors, importers, exporters, consultants, retailers and others. OTA’s Board of Directors is democratically elected by its members. OTA’s mission is to promote and protect ORGANIC with a unifying voice that serves and engages its diverse members from farm to marketplace.

    About The Organic Center

    The Organic Center is a nonprofit research and education organization whose mission is to convene credible, evidence-based science on the health and environmental impacts of organic food and farming and to communicate the findings to the public. The Center works to fill critical industry knowledge gaps by managing research projects and providing tools and training to help organic farmers and businesses thrive. Its research projects focus on climate change mitigation and environmental health, human health, and building tools and solutions to support organic operations. The Center operates under the administrative auspices of the Organic Trade Association.

    About Organic Voices

    Organic Voices is a nonprofit organization whose mission is to help consumers better appreciate and eliminate confusion about all the benefits of Organic. It is dedicated to educating consumers about the significance of the USDA Organic seal, ROC certification, and GOTS certification through its Only Organic campaign. It creates compelling educational content tailored to inform and engage consumers, using multiple online channels to reach new audiences through large-scale consumer-facing campaigns. Partnering with brands, retailers, farmers, and consumers, Organic Voices strives to amplify the message of the benefits of organic and establish a unified voice throughout the organic industry.

  • Survey Says Most familiar + High Trust = Organic

    Consumers recognize the USDA Organic seal more than any other certification in the marketplace, finds a new survey released by the Organic Trade Association (OTA).

    Compared to a dozen claims and certifications that can be found on various products in today’s grocery aisles, almost 90 percent of consumers are familiar with organic claims. That deep familiarity with organic carries over into a solid public trust. The USDA Organic seal is trusted by 70 percent of consumers – the most trusted of any agricultural label, and the second-most trusted food label existing, second only to the American Heart Association’s iconic checkmark.

    “The results of our survey were incredibly encouraging,” said Tom Chapman, co-CEO of OTA. “As organic has become more accessible to consumers, the benefits of organic have become more widely known, boosting the trust in the organic seal. That’s why our advocacy efforts to honor that trust and to ensure that organic standards keep evolving and strengthening are so critical.”

    OTA partnered with Euromonitor International in a survey conducted in December of 2023 of around 1,200 consumers across the country to evaluate what today’s consumers understand about organic, as well as their willingness to pay for USDA Organic products and the individual attributes supported by organic certification.

    A look at how organic stacked up against various claims and certifications was also done.  The other food and beverage claims included in the survey were natural, local, grass-fed, raised without antibiotics, vegan, pesticide free, free range, hormone free, humanely raised, allergen free, fair trade and regenerative.

    Millennials and Gen Z driving organic and setting the future 

    The Millennial and Gen Z generations are today’s biggest organic buyers. Millennials, individuals from 28 to 43 years old in 2024, have been leading the organic charge for close to a decade. Now the young adults of Gen Z (ages 12 to 27) also are making their presence known in the organic market.

    Millennials and Gen Z pay more attention to labels than older generations, with over 70 percent of those age groups reporting that the USDA Organic seal matters and is an important consideration when choosing their food. These generations see food claims as more important than previous generations – with four claims in particular standing out: organic, allergen-free, regenerative and vegan.

    “Younger consumers want to know about the products they’re buying,” said Matthew Dillon, co-CEO of OTA. “This isn’t just a short-term trend … these information-seeking shoppers will continue to dig for the facts, and so will their kids. The more we can educate them about their food – and about organic – the better.”

    Consumers place high value in organic 

    Organic products often command a price premium over non-organic. That’s due to a variety of factors, including generally higher production costs for organic including certification fees, higher processing costs, and limited federal support for organic agriculture and food production.

    Today’s price-conscious shopper considers organic to be the food claim that most justifies a higher price. When asked in the survey about the value of various claims, organic was ranked the most valuable, with nearly 60 percent of consumers saying that the organic claim warrants higher prices.

    The OTA survey found that the more consumers know about organic, the more willing they are to pay the higher costs.

    Consumers who are unaware of organic’s benefits often think that organic does not justify its higher prices; that changes dramatically when that consumer learns about some of the attributes of organic such as exclusions of GMOS, growth hormones, antibiotics and most pesticides. The justification to pay more for

    organic jumps by some 16 percentage points once the formerly unaware consumer is more knowledgeable about organic.

    Knowledge gaps – and opportunities – in the organic aisles 

    Today’s shopper puts a high value on the attributes of certified organic. The claims that are most important to consumers – pesticide-free, natural, raised without antibiotics, humanely raised and hormone free – are all supported or partially supported by USDA Organic certification.

    But even with increasingly well-informed consumers, some knowledge gaps exist.

    Most consumers are aware that organic products do not contain toxic synthetic pesticides or synthetic hormones, or GMOs, but are often unaware of other attributes like sustainable animal welfare practices.  As the world struggles with climate change, a large portion of consumers remain unaware of organic’s ability to contribute to biodiversity, help mitigate the causes of climate change and improve the health of our planet. Less than half of consumers are aware that certified organic agriculture is regulated and enforced by the federal government.

    “Education is key to expanding organic,” says Chapman. “Even in this lack of understanding, the survey shows organic incorporates most of what consumers care about. Organic has a tremendous opportunity here to use the trust and the recognition of the USDA Organic seal to help consumers understand even more about its attributes and to expand the organic sector.”

    Media interested in obtaining the Executive Summary of the survey can contact Maggie McNeil at mmcneil@ota.com.

    About the Organic Trade Association

    The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. OTA is the leading voice for the organic trade in the United States, representing over 10,000 organic businesses across 50 states through direct membership and its Farmers Advisory Council. Its members include growers, shippers, processors, certifiers, farmers’ associations, distributors, importers, exporters, consultants, retailers and others. OTA’s Board of Directors is democratically elected by its members. OTA’s mission is to promote and protect ORGANIC with a unifying voice that serves and engages its diverse members from farm to marketplace.

  • Organic Food Sales Break Through $60 billion in 2022

    Organic food sales in the United States in 2022 broke through $60 billion for the first time, hitting another high-level mark for the resilient organic sector. Total organic sales – including organic non-food products, were a record $67.6 billion*, according to the 2023 Organic Industry Survey released Wednesday by the Organic Trade Association.

    The organic market grew despite challenging headwinds: inflation pressures tightening consumer wallets, supply chain disruptions caused by the pandemic and global political events, a proliferation of competing food labels in the grocery aisles and a labor shortage felt acutely by organic producers. Inflation heated up costs across the organic supply chain – indeed, the entire food supply chain — and boosted prices in the grocery aisles. As a result, the organic sector reflected the overall food sector, with the value of organic sales rising even as the growth in the volume of sales for some categories slipped.

    The sector’s four-percent growth in sales value was nearly twice the pace of growth in 2021. Organic food sales totaled $61.7 billion, while the value of organic non-food sales hit nearly $6 billion. Certified Organic now accounts for 6 percent of total food sales in the United States.

    “Organic has proven it can withstand short-term economic storms. Despite the fluctuation of any given moment, Americans are still investing in their personal health, and, with increasing interest, in the environment, and organic is the answer,” said Organic Trade Association CEO Tom Chapman. “Organic’s fundamental values remain strong, and consumers have demonstrated they will come back time and again because the organic system is verified, and better for people, the planet and the economy.”

    Produce still leads organic

    Organic produce, often the entry point for new organic buyers, easily held its position as the top seller of all organic categories. Sales of organic produce totaled $22 billion, accounting for 15 percent of all fruit and vegetable sales in this country.

    Organic beverages were the second best-selling organic category, reporting $9 billion in sales in 2022, up 4 percent. Organic coffee maintained its position as the biggest-selling organic beverage, up almost 7 percent from the year before, with close to $2.3 billion in sales. Organic soft drinks and enhanced drinks broke through $500 million in sales at $503 million and saw robust growth of almost 14 percent.

    “Organic beverages continue to climb. They’re an area where shoppers are willing to experiment and are less price sensitive,” noted Angela Jagiello, Director of Education and Insights for OTA and coordinator of the annual survey. “Soft and enhanced drinks had a great year, with the non-alcoholic trend being a big contributing factor. Many younger shoppers are reducing or eliminating alcohol, and these organic beverages are a celebratory and sophisticated alternative.”

    The third highest-selling organic category was dairy and eggs at $7.9 billion, up over 7 percent from the previous year. Organic dairy and eggs now constitute close to 8 percent of the total dairy and egg market. Continued demand and inflationary price increases helped boost the dollar sales in that category; yogurt and eggs both saw double-digit growth, with organic yogurt sales jumping by over 12 percent to $1.5 billion, and organic egg sales by 11 percent to around $1.2 billion.

    While the growth pace of organic sales has predictably slowed from the barnburner rates during the pandemic, a wide and diverse smattering of organic products showed outstanding growth as consumers bring organic more fully into their lives. To name a few: organic baby food and formula sales up almost 13 percent to $1.4 billion, sales of organic rice, grains and potato products up over 10 percent to $387 million, organic dip sales up a big 18 percent to $194 million, and sales of organic pork up more than 10 percent to $63 million.

    In the organic non-food category, sales of organic linens and clothing accounted for some 40 percent of sales, recording $2.4 billion in sales for a gain of 2.5 percent. Organic supplement sales held steady with sales of around $2 billion, while organic personal care products rose over 5 percent to $1.2 billion.

    Organic future is bright

    The success of organic is not a new story. In the last ten years, organic sales have more than doubled as Americans are eating and using more organic products than ever before.  Total organic sales broke through the $50 billion mark for the first time in 2018, and organic food sales hit $50 billion for the first time just a few years ago in 2019.

    “Organic is at that right intersection of environmental and personal health,” said OTA’s Chapman. “Organic brings together the interest in human health and a healthy environment, and that offers organic a positive pathway forward and will help organic businesses withstand challenges in the future.”

    This year’s survey was conducted early in 2023 from January 13 through April 4 and was produced on behalf of the Organic Trade Association by Nutrition Business Journal (NBJ). Numerous data sources were compiled to create as complete a picture as possible of the organic industry which consists largely of private companies. Inputs include but are not limited to point-of-sale data, expert interviews, annual report data, and in-depth direct survey data. About 100 companies completed a significant portion of the in-depth survey.

    Executive summaries of the survey are available to the media upon request. The full report can be purchased; online orders can be placed on this page.

    The 2023 OTA Organic Industry Survey is available in full as a benefit to association members. To learn more about OTA membership and its benefits, contact Director of Industry Relations, Membership, and Development Cassandra Christine at cchristine@ota.com.

    *Based on newly available data for the Convenience Store channel, OTA has updated its data model, and as a result, restated current and historical figures for several food categories.

    About the Organic Trade Association

    The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. OTA is the leading voice for the organic trade in the United States, representing more than 10,000 organic businesses across 50 states. Its members include growers, shippers, processors, certifiers, farmers’ associations, distributors, importers, exporters, consultants, retailers and others. OTA’s Board of Directors is democratically elected by its members. OTA’s mission is to promote and protect ORGANIC with a unifying voice that serves and engages its diverse members from farm to marketplace.

  • Grant Takes on Organic Challenges with Third-Party Certifications

    Although all food producers are subject to food safety rules, organic farmers face unique challenges in trying to also work out incongruities between National Organic Program standards and third-party food safety requirements. For instance, organic farmers must support biodiversity, yet some food safety organizations pressure them to limit habitat and wildlife on or near their farms despite a lack of evidence connecting food safety and biodiversity. To date, little data has been collected on synthesizing current conditions and specific research needs challenging the organic community on the juxtapositioning of organic practices and some food safety requirements.

    To address these concerns, USDA’s Organic Agriculture Research and Extension Institute (OREI) has awarded a $50,000 planning grant for the University of Rhode Island in collaboration with The Organic Center and a diverse team of researchers, organizations, and farmers.

    The planning grant will help fill the current data gap by conducting a needs assessment using a national survey and convening a multi-stakeholder summit to pinpoint the most challenging incongruities between food safety and NOP policies. These activities will determine which producers are most impacted, which food safety requirements are most difficult to synchronize with NOP standards, and which research opportunities can best address these conflicts. In the effort, The Organic Center and University of Rhode Island will collaborate with organic farmers, certifiers and researchers to develop a full OREI research proposal for 2023 submission.

    The long-term goal of the project is to provide organic growers and industry members with cost-effective and organic-compliant tools to mitigate food safety risk and retain third-party certification.

    “While organic food does not have as many contamination events as conventional crops, it is more difficult for organic farmers to meet the demands of third-party food safety certifications, because those third-party standards don’t incorporate sustainability goals such as maintaining biodiversity. Our goal is to identify these tensions, and develop a research program to address them,” says Dr. Jessica Shade, Director of Science Programs at The Organic Center.

    “Today’s farming systems must meet a wide array of demands for safety, health, and sustainability—and that’s on top of the need to simply stay in business. Organic farmers already know and grapple with this truth—they’ve been at the forefront of innovations to reduce the environmental and health impacts of industrial agriculture for decades. I’m excited that USDA is investing in this research to help our regulatory systems better recognize and support the organic sector’s need to harmonize consumer safety and sustainability goals,” says Dr. Patrick Baur, lead Project Investigator from the University of Rhode Island, Johanna Mirenda, Farm Policy Director for the Organic Trade Association, is participating in the project’s Advisory Board. In her role at the Organic Trade Association, she develops policy strategy through producer engagement, and is primary staff for the trade association’s Farmers Advisory Council. She is an expert in organic regulations, and was the technical director for the Organic Materials Review Institute and policy director for Pennsylvanian Certified Organic prior to her current role.

    Meanwhile, Jeremy Vanderzyl, Director of Technical Services at Organic Trade Association member Duncan Family Farms, is a co-investigator on the project.

    “This project will address a critical area of need within the organic sector, and will be the first step in providing organic growers and industry members with organic-appropriate tools and strategies to mitigate food safety risk while retaining third-party certification viability,” says Vanderzyl.

    OREI helps support wide ranging research projects that specifically address the most critical issues impacting organic growers. The 2018 Farm Bill approved increasing funding for OREI to $50 million per year by 2023, thus establishing permanent funding for the program. For the current 2021 funding round, this amount increased from $20 million to $25 million. In 2022, the amount will increase to $30 million. In 2023, the program funding amount will be capped at annual distribution of $50 million.

    The Organic Center’s mission is to convene credible, evidence-based science on the health and environmental impacts of organic food and farming and to communicate the findings to the public. The Center is an independent non-profit 501(c)(3) research and education organization operating under the administrative auspices of the Organic Trade Association.

  • Organic Trade Association Announces 2022 Organic Week

    Thrilled to be kicking off a year of in-person organic advocacy, the Organic Trade Association is pleased to be hosting its 2022 Organic Week early next year in the nation’s capital. The forward-looking event from Jan. 31 through Feb. 2 is themed “The Future of Organic” and promises organic stakeholders an unparalleled opportunity to help advance organic policy priorities and to protect the future of organic.

    “This is a critical time for organic. ‘The Future of Organic’ will be all about moving organic forward, and working together to advance organic priorities,” said Laura Batcha, CEO and Executive Director of the Organic Trade Association. “In these 72-hours, we’ll work on solutions for the complex issues surrounding organic food and farming, focus on continuous improvement in organic, and celebrate organic leaders. And we can’t wait to again see our members in person!”

    The trade association’s flagship event will be held at The InterContinental at the Wharf located on the Potomac River in D.C.’s recently revitalized Southwest waterfront promenade. Activities during the three days include the Member Day workshops, Conference Day, Advocacy Day and the annual Congressional reception. Also for the first time ever, the Organic Trade Association’s Leadership Awards Dinner and Annual Membership meeting will take place during Organic Week.

    Benchmarking trust in organic

    A highlight of 2022 Conference Day will be the exclusive debut of an in-depth study by Edelman, a global communications firm, to benchmark and analyze trust in the Organic seal, both in the U.S., and in key markets outside the country. The Edelman study builds on its respected Trust Barometer, which for 21 years has surveyed upwards of 30,000 consumers in 28 countries, posing a series of questions to track evolving trust and credibility of government, businesses, NGOs and media.

    Ambassador Darci Vetter, former Chief Agricultural Negotiator and Deputy Under Secretary of Agriculture, and now Senior Advisor at Edelman Global Advisory, will present the findings. With its Trust Barometer as the model, Edelman – under contract with the Organic Trade Association — designed a companion project examining USDA Organic’s trust and credibility among consumers in the U.S. and in key global markets. Vetter will detail the results of the investigative project and offer insights on how to employ the findings to advance organic globally.

    “The information gained from this analysis will inform our organic promotion efforts globally and fill a crucial gap in understanding consumer perceptions and trust of U.S. organic products. The outcomes also will shape our association’s ongoing consumer promotion efforts in foreign markets and enable us to better target foreign consumers. It will help us build for the future,” said Batcha.

    Three action-packed days, one great location and lots of connections
    The InterContinental at the Wharf in Washington, D.C. is the Organic Week headquarters hotel where all activities will be based.

    Day 1, Monday Jan. 31, is Member Day. This day features sector council and task force in-person working sessions, meetings with federal agencies and departments, interactive sessions to plan for the next farm bill, and more. The day will be capped off with an event supporting Organic PAC, the only political action committee devoted to advancing organic’s voice with policymakers in our nation’s capital.

    Day 2, Tuesday Feb. 1, is Conference Day. Always a powerful gathering of hundreds of organic industry leaders, coalition partners and government officials, the 2022 conference will feature, in addition to the Edelman report, thought-provoking keynotes on the issues making news in organic from members of Congress, agency chiefs and other policy and industry influencers. The day ends with a networking reception and the Organic Dinner Celebration in honor of this inspiring week.

    Day 3, Wednesday Feb. 2, is Advocacy Day. A day of Congressional and agency visits. Members will work in small teams to attend hundreds of pre-scheduled meetings across Capitol Hill and then toast a full day of advocating for organic during the association’s annual Congressional Reception, attended by trade association members, lawmakers and agency officials.

    Organic Week in Washington D.C. is a one-of-a-kind opportunity to gain strategic insights, new advocacy tools and valuable personal connections, and the series of events are designed to build on each other over the course of the week. Attendees will work side by side with other organic leaders to focus on the future of organic and have exclusive opportunities to connect with sponsors.

    Registration for Organic Week is open. Register here for the event that unites the entire organic sector to take action on issues at the forefront of organic food, agriculture and trade priorities. Choose one of the Residency Packages to enhance opportunities to meet with colleagues, share experiences and enjoy the convenience of one central location.