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Tag: OTA

  • USDA Awards Organic Trade Association Over $1M for Global Organic Promotion

    The Organic Trade Association (OTA) is pleased to announce it has received a total of $1,042,035 in funding from the U.S. Department of Agriculture’s Market Access Program (MAP) to promote U.S. organic products around the world in 2025.

    This funding includes $971,393 in new allocations and $70,642 in carryover funds. The award comes alongside the additional $2.5 million received at the end of 2024 from the second tranche of the Regional Agricultural Promotional Program (RAPP). This $5 million in RAPP funding paired with the new MAP funding offers critical support to bring U.S. organic companies to trade activities globally and continue to open foreign markets.

    “Consumers around the world are choosing organic,” says Sarah Gorman, Manager of International Trade for OTA. “Our activities showcase and educate key markets on the quality, integrity, and variety of USDA certified organic products available for export. This year’s activities are taking place in a wide range of markets – from our more established trading partners to new untapped markets.”

    “Since 1999, OTA has been participating in USDA’s Market Access Program and bringing the U.S. organic industry to markets throughout the globe. We’ve created new opportunities for organic businesses through international promotions, organic exporter education and business to business connections. These opportunities don’t just help organic farmers – they also create jobs and economic opportunities across all sectors,” says OTA co-CEO Tom Chapman.

    Global demand for U.S. organic continues to strengthen as American exporters introduce new products annually to consumers overseas. USDA statistics show an 18 percent increase in exports over the last year. Canada and Mexico remain the primary export destination for U.S. organic products by a wide margin, though Japan, Taiwan, South Korea, and the United Arab Emirates are also strong export markets. Within the last couple of years, Vietnam, the Dominican Republic, and India have also edged into the top 10 export destinations.

    The USDA has estimated that for each $1 invested in export market development, U.S. agricultural exports have increased by more than $24. The department is providing a total of $172.3 million through MAP for fiscal year 2025 to 70 Market Development Program Cooperators.

    OTA is showcasing American-produced organic products to a wide and diverse global audience this year, from the world’s biggest organic trade fair in Germany to trade shows and missions stretching across Europe, Asia and the Middle East.

    The year’s activities have already kicked off in a big and successful way. OTA hosted its largest pavilion ever with 18 U.S. organic companies at Biofach in Nuremberg, Germany, in early February. Biofach is the world’s largest trade fair devoted to organic, attracting thousands of international visitors. Following Germany, OTA sponsored five organic brands to the sprawling Gulfood show in Dubai, the largest food and beverage trade show in the MidEast. Next it was the big 50th FoodEx in Tokyo, where OTA showcased six organic companies. Other 2025 trade promotion activities on the calendar are Food & Hotel Asia in Singapore, Thaifex in Bangkok, Anuga in Germany, and FiE in Paris.

    With this robust 2025 funding, OTA plans to continue its consumer promotion activities in Japan, Canada, and Hong Kong, along with launching new promotions in Southeast Asia, Europe, and Latin America.

    The Regional Agricultural Promotional Program (RAPP) was launched in 2023 by USDA 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. Activities have focused on boosting U.S. organic exports to Southeast Asia, Africa, the Middle East, Latin America and the Caribbean. The newest allocation includes the EU, where OTA is planning a new consumer promotion campaign, as well as support for its traditional trade promotion programming.

    RAPP funding allowed for OTA’s first engagement in Africa in 2024, where OTA sponsored four U.S. organic companies in a USDA Agriculture Trade Mission to Casablanca, Morocco to initially explore and open the markets of Morocco and West Africa for U.S. organic exports. This mission created key partnerships with local buyers, the American Chamber of Commerce in Morocco, and other cooperators attending the mission. Participating companies learned more about this still niche market and consumer preferences, and took an important first step into exploring the region and creating future opportunities.

    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 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.

  • 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 to Host Organic Week on Capitol Hill

    The Organic Trade Association (OTA) is pleased to be hosting Organic Week, its annual flagship event, on May 14-16 in Washington, D.C., featuring two days of critical discussions on the issues and opportunities facing the organic sector and a day of advocating for organic on Capitol Hill. The event offers the organic community a once-a-year chance to come together, brainstorm, and help chart the way forward for organic.

    The gathering of the organic industry comes at a pivotal time for the organic sector. Organic is now a $67 billion industry, a high-level mark. But with this growth comes new questions about how to effectively accelerate and sustain the momentum of the movement.

    In keynote speeches, panel discussions and special break-out sessions, dozens of organic industry leaders and policy makers will take a close look at organic’s most pressing issues and priorities. Experts will explore current trends in the organic marketplace, the impact of competing labels and claims, federal and private actions to boost organic production, steps to ensure continuing improvement in organic standards, strategies to navigate the political environment of a Farm Bill and national election year, and much more.

    “Organic Week is a unique opportunity for our members and organic stakeholders to join forces to keep organic advancing,” said Tom Chapman, co-CEO of OTA. “Organic is confronting some deep challenges now, but the sector also has untapped opportunities to appeal to today’s health-focused and environmentally conscious consumers and educate them about the full scope of the benefits of organic.”

    “Organic is a movement, one that prioritizes sustainable business practices, accountability, trust and transparency to consumers,” said Matthew Dillon, co-CEO of OTA. “Organic Week is the chance for organic stakeholders to connect, share ideas, hear from the experts and use their collective muscle to help organic expand.”

    Conference highlights 

    Keynote speakers at the conference include top government officials and organic industry leaders. The latest data on the U.S. organic market will be released, and for the first time at Organic Week, breakout sessions homing in on specific organic categories will be offered.

      • U.S. Secretary of Agriculture Tom Vilsack has been invited to speak about USDA’s investment in organic agriculture to grow the sector, and its steps to maintain strong and evolving organic standards.
      • Jenny Lester Moffitt, Under Secretary of Agriculture for Marketing and Regulatory Programs, will brief on USDA’s Organic Market Development Grants which are designed to address the critical need for new market pathways in organic,  Jennifer Tucker, Deputy Administrator of USDA’s National Organic Program, will update on USDA’s new Strengthening Organic Enforcement (SOE) rule, the most significant change to organic regulations since their inception, and John Berge, Deputy Administrator of Farm Programs for USDA’s Farm Service Agency, will discuss USDA’s efforts to support organic farmers and programs USDA is implementing to support the organic dairy sector.
      • John Foraker, CEO and Co-founder of organic baby food maker Once Upon a Farm, will share valuable insights on how organic can amplify its value and expand access to more households.
      • Other industry leaders appearing in the program include: Nicole Atchison, CEO of PURIS, the innovative maker of plant-based foods and ingredients; Stevn Shephard, CEO of the organic poultry producer Farmer Focus; Hobbs Wolcott, President of the global organic ingredient distributor Tradin Organic USA; Paul Schiefer, President of the iconic Amy’s Kitchen, and more.
      • Eduardo Cuoco, Director of IFOAM Organics Europe, will talk about Europe’s ambitious organic action plan and what insights the U.S. can gain from the European strategies.
      • The top findings of OTA’s 2024 Organic Industry Survey will be released. Spearheaded by OTA for more than 20 years, this closely followed survey is regarded as the most comprehensive measure of the American retail certified Organic market.
      • Organic agricultural outlook sessions will be featured on Day 1 of Organic Week. These breakout sessions are designed specifically for businesses and farmers navigating the organic market’s evolving landscape, and will explore vital subjects at the sector level.

    And more: Awards, a run and Capitol Hill advocacy 

    The trade association’s Annual Organic Leadership Awards reception will be held on May 14. This always inspiring event recognizes individuals who have shown outstanding leadership and vision in furthering the goals of the organic movement.

    Day 2 of Organic Week will kick off with a 5k loop around the National Mall. This CLIF BAR sponsored event is a great opportunity to exercise, see iconic D.C. monuments and have casual conversation with Organic Week participants, as well as Administration and other Hill staff.  Register here to attend.

    Organic Week concludes with a full day of advocacy on Capitol Hill when dozens of OTA members will meet with U.S. lawmakers to share how and why they should support organic. This day of Hill Visits is one of the most impactful ways an OTA member can make a difference on behalf of the entire organic industry.

    The Organic Week headquarters hotel will be the Park Hyatt D.C. hotel, where all activities will be based. Registration for Organic Week is open. Register here for the event.

    For Organic Week sponsorship opportunities, contact Cassandra Christine at cchristine@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 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 Elects New President

    The Organic Trade Association is pleased to announce its new Board of Directors and president. Taking the helm of the association’s incoming 2023-24 Board will be Tracy Favre, Vice President of Sustainability for Live Operations at Handsome Brook Farms, LLC.  Joining Favre on the member-elected Board will be 14 organic industry veterans and experts representing the wide breadth of the organic agriculture, food, and fiber sectors.

    Favre has been involved in natural resource management and the organic sphere for over 30 years. From 2012 – 2017, she served on the National Organic Standards Board, ending her tenure there as board chair. She has worked as an independent organic inspector and served as the Global Director for the international organic certification company Quality Assurance International. Favre is a longtime active and involved member of the Organic Trade Association and is passionate about the intersection of good, healthy food and sustainable livelihoods.

    “I’m honored to be serving as the incoming OTA Board president,” said Favre. “The organic industry is at a pivotable point in its growth.  The Organic Trade Association is uniquely positioned to advocate for our membership, and I’m looking forward to helping support those efforts.”

    “We heartily welcome our new Board president and Board, and look forward to working with these dedicated volunteer leaders to keep moving organic forward,” said Tom Chapman, CEO of the trade association. “Our new Board is an extremely committed and accomplished group of visionary organic leaders who will work together with members and staff to achieve OTA’s mission of growing and protecting organic.”

    The Organic Trade Association Board of Directors consists of 15 people, each of whom serves a term of three years. A Board member cannot serve more than three consecutive terms. OTA Board members are elected by OTA trade members each year.

    As part of OTA’s democratic election process, each trade member company regardless of size receives one vote in the spring election. The seated Directors serve the interests of the whole association and are accountable to the membership in determining the strategic direction and setting the budget for OTA priorities.

    OTA’s 2023-24 Board of Directors includes two new incoming members: Heidi Diestel, President of Sales & Marketing at Diestel Family Ranch in California, and Ed Fish, Vice President and General Manager of Varietal Solutions at Bay State Milling, a leader in specialty and organic flour and grain milling.

    Other Board officers are Adam Warthesen (Director of Government and Industry Affairs for Organic Valley), Vice President; Britt Lundgren (Senior Director of Sustainability and Government Affairs at Stonyfield), Secretary; and Domenic Borrelli (President of Premium Dairy for Danone North America) as Treasurer.

    Other Board members are Doug Crabtree of Vilicus Farms (Owner), David Lively of Organically Grown Company (Pioneer Emeritus), Paul Schiefer of Amy’s Kitchen (President), Matthew Dillon of Risk to Reliance Strategy (Founder and Owner), Ann Marie Hourigan of Whole Foods Market (Quality Standards Principal Advisor), Mike Menes of True Organic Products (Vice President of Food Safety & Technology), Johanna Phillips of Ecocert (Technical Director), Kellee James of Mercaris (Founder and CEO), and Daniella Velazquez de León of Organics Unlimited (General Manager).

    New mission and vision unveiled

    More than 150 OTA members from across the country attended the trade association’s virtual membership meeting on June 28 during which the Board was announced and Chapman, Favre and other Board officers and task force and committee leaders highlighted successes of the past year and priorities going forward. Chapman and Favre unveiled OTA’s new mission and vision statements approved by Board members earlier this year:

    • The OTA mission: Grow and protect organic with a unifying voice that serves and engages its diverse members from farm to marketplace.”
    • The OTA vision: “A world where ORGANIC is the foundation of agriculture resulting in a healthy and resilient future for all people, animals, businesses, and the planet.”

    “The Board has identified a mission and vision that are inclusive and aspirational, ones that emphasize a healthy and resilient future,” said Chapman. “We want the results of our work at OTA to benefit all people, animals, businesses, and the planet.”

    “Our vision describes a world where organic principles and practices are accessible, celebrated, and widely adopted and embrace organic agriculture’s potential to address many pressing challenges today, from improving public health to mitigating climate change,” said Favre. “We want to encourage farmers, businesses, and others to join us in pursuing a healthier, more resilient, and sustainable world with organic at its foundation.”

    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. 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 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.

  • Organic Produce Members Team Up with New National Produce Council

    The American organic produce sector is big and complex. It accounts for more sales than any other organic sector, and its production regions stretch across the United States reaping a dizzying array of fruits and vegetables. The issues facing organic produce growers, processors and distributors are equally wide-ranging: food safety, labor issues, labeling/packaging issues, climate change.
     
    Driven by the desire for the sector to collaboratively work together to address its most urgent challenges, inspired by the success of other sector councils at the Organic Trade Association, and wanting to take advantage of the association’s deep knowledge and expertise in organic, leading produce members initiated a drive earlier this year that has resulted in the trade association’s Board of Directors’ official approval to establish an Organic Produce Council.

    “We whole-heartedly welcome the formation of this sector council and look forward to problem-solving and collaborating with our colleagues throughout the organic produce supply chain,” said Board member Ben Diesl of Grimmway Farms. “This council will give Organic Trade Association member companies that are involved in the organic industry an organized opportunity to benefit from the association’s expertise, to network with diverse stakeholders and to influence the overall agenda of the association. We invite other produce members to join.”
     
    “The new Produce Council, as with all of our sector councils, will be supported by the Organic Trade Association’s expert staff,” said Laura Batcha, CEO and Executive Director of the trade association. “Our staff has deep expertise in organic standards, food safety, farm policy, government advocacy and international marketing. Today’s organic produce sector is robust and thriving, but it faces many challenges. We are thrilled that our produce members are coming together and tapping into their association’s bank of knowledge to help them deal with those challenges.”
     
    Organic produce sales hold the top position in the U.S. marketplace. In 2019, organic fruit and vegetable sales reached $18 billion, as the category continued to be the star of the organic sector. Organic produce currently makes up almost a third of all organic food sales, and organic fruits and vegetables, including fresh, frozen, canned and dried, have now captured 15 percent of the total fruits and vegetable market in the U.S.
     
    The produce sector has been profoundly tested by COVID-19 as it has struggled to keep its workers in the fields, plants and trucks safe, and at the same time meet exploding demand. Wanting to hear how the pandemic was affecting their businesses, Organic Trade Association’s Farm Policy Director Johanna Mirenda and Diesl of Grimmway Farms earlier this year convened produce members for a COVID-19 listening session. Everything from how to keep workers safely socially distanced and maintain planting and harvesting schedules to keeping processing lines filled and store deliveries on time were discussed.

    Working together to address challenges

    “Our members taking part in this discussion found it very valuable to connect with other of our produce members” said Mirenda, who is staff liaison for the new council. “Since then, individual members have come forward with other organic produce issues–such as food safety–that could serve as work plan projects for the new council to take on.” The interest from members was significant enough that the trade association hosted an exploratory meeting in early September to highlight the opportunity for a new sector council among all Organic Trade Association produce members. Nearly two dozen members attended. 
     
    Produce stakeholders said that besides food safety, they are interested in working together, with the support of the trade association’s regulatory and legislative staff, to advance outcomes relating to other key issues in organic produce, such as: implementing the U.S. Department of Agriculture’s new rule on strengthening organic enforcement, guaranteeing workforce safety and availability, supporting development of organic seeds and planting stock, and identifying tools for measuring and promoting biodiversity. Establishing organic labeling and packaging best practices, adapting to and mitigating climate change and developing resources on market data and research information were also identified as key needs.
     
    Members also indicated the following priorities for their engagement:

    • Amplifying the needs of the produce community within the trade association
    • Developing and sharing information resources among those in the organic produce industry
    • Learning about emerging regulatory issues that impact organic produce
    • Networking with other organic produce businesses across the value chain
    • Creating opportunities for leadership development opportunities

    Sector Councils within the trade association build community among groups of like members to provide ongoing opportunities for networking, leadership development, education, information development, and sharing. They are not policy-setting groups. The trade association previously has established such entities as its Farmers Advisory Council, Dairy Council, Dietary Supplements Council, Fiber Council, Grains Council, and Retailer Council.
     
    Initial companies signing up for this council include Ag. Valles del Sur SpA, Awe Sum Organics, Bolthouse Farms, Bridges Organic Produce, Cal-Organic/Grimmway Farms, Charlie’s Produce, Columbia Marketing International/CMI Orchards, Duncan Family Farm, Earl’s Organic Produce, Heath & Lejeune, Homegrown Organic Farms, Jacobs Farm/Del Cabo, Munger Farms, Naturesweet, Naturipe, Organically Grown Company, Organic Produce Network, Page’s Organics, Taylor Farms, Thermiculture Management, Vitalis Organic Seeds and Wholesum Family Farms.
     
    The first meeting of the council is scheduled for December 8.
     
    Other members of the trade association in this sector are encouraged to join. The council’s membership will be diverse. The technical scope of membership for the council will be very inclusive – vegetables, fruit, mushroom, herbs, tree nuts, floriculture and other horticultural crops.
     
    For more information on the council, contact Johanna Mirenda.

    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 9,500 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. The Organic Trade Association does not discriminate on the basis of age, disability, national origin or ancestry, race, gender, religion, sexual orientation, marital status, political affiliation or military status. Persons with disabilities who require alternate means for communication of program information can contact us at info@ota.com.