international seminar on organic farming · 2017. 3. 1. · legislative & regulatory advocacy...
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INTERNATIONAL SEMINAR ON ORGANIC FARMING SARAH BIRD | Bhakti Chai | Organic Trade Association
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BHAKTI MAKES FLAVORFUL, INDIA-INSPIRED, FRESH-BREWED, SUSTAINABLY SOURCED TEAS.
We incorporate conscious practices into every aspect of our business.
drinkbhakti.com
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Legislative & Regulatory Advocacy International Trade Development
Market Analysis Research and Response
THE ORGANIC TRADE ASSOCIATION serves as a unified voice to policymakers, the media, and the public for over 8,500 members of the organic business community– from farmers to handlers to processors to distributors to retailers.
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TOTAL U.S. ORGANIC SALES AND GROWTH
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U.S. ORGANIC INDUSTRY 6.5 million acres
25,000 certified operations
3,500 farms in transition
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NON-STOP NEW ENTRANTS TO THE MARKETPLACE
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The penetration of ORGANIC into the total food market has more than doubled since 2005
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ORGANIC DAIRY
accounted for
$6 Billion in sales
13%
of PRODUCE sold in the U.S. is
ORGANIC FARM FRESH
FOODS account for
MORE THAN HALF of total
organic food sales
A HEALTHY PLATE
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non-food products
account for
8.2% of overall
organic sales
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Organic is the face of America; more people everywhere are choosing organic.
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No typical organic consumer Diversity in age, income, education, ethnicity Vast geographic range
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Pacific 86%
Mountain 82%
West North Central
71%
West South Central
75%
East South Central
68%
New England
87%
South Atlantic
79%
Middle Atlantic
80% East North
Central 76%
SPINS Consumer insights powered by IRI Shopper Network for year ending 12/28/2014, UPC coded items only.
HOUSEHOLDS PURCHASING ORGANIC PRODUCTS
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ORGANIC IS A KEY COMPONENT OF APPEALING TO THE
“BETTER FOR YOU” SHOPPER
Heavy organic users report spending $150 on their weekly groceries (vs $121 for non-buyers). Most shoppers to typically visit more than one store in a week to get the groceries they need. 22% - One store 51% - Two stores 27% - Three or more stores
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America’s 75 million millennials are devouring organic, and they’re making sure their families are too.
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GENERATIONAL + ORGANIC BUYER GROUP COMPARISON Level of Trust
16
Q19. Thinking about organic products overall, how would you rate your overall level of trust that products labeled as “organic” meet national organic standards established by the USDA?
Organic Buyer Groups Generations Level of trust: 10 = Complete trust 1 = No trust
MEAN 7.4 * 6.6 6.6 | 8.4 * 7.2 7.3
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Informative
High quality
Trustworthy
Responsible
Reliable
Credible
Knowledgeable
Relevant
Core personality traits (20% - 30% each)
Tier 2 traits (10% - 20% each)
Peripheral traits (Less than 10% each)
Energetic
Intelligent
Friendly
Likeable
Expert
Leader
Sincere
Innovative
Progressive
Competent
Approachable
Accessible
Visionary
Unique
Conservative
Bureaucratic
Exciting
Clever
Trendy
Rigorous
Fun
Vague
Contemporary
Cutting edge
Dated
Partner
Stodgy
Perfectionist
Boring
Old-fashioned
Imaginative Meticulous
Robust
Cold
Hip
Genuine
BRAND PERSONALITY MAP
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FAMILIARITY WITH CONSUMER PACKAGING SEALS + LOGOS
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SOME TAKEAWAYS
▪ Organic industry is growing faster than any other U.S. food sector
▪ Organic is better for families, better for farmers, and better for the environment
▪ Organic customers are loyal and spend more
▪ Farm fresh foods – produce and dairy – are driving the market.
▪ Snacks, condiments, and beverages are the fastest growing categories
▪ Consumers trust the USDA Organic seal means something
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