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Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
Christine Bushway organic industry trends CCOF  Annual Convention feb 19_2011
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Christine Bushway organic industry trends CCOF Annual Convention feb 19_2011

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Organic State of the Union

Organic State of the Union

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  • The market for organic foods has rebounded in 2010 after slowed growth during the reception.
  • In December 2010, OTA launched a unique online advertising campaign, “Connect the Dots,” to show consumers how organic is the solution to their increasing concerns about what’s in their food and how it is produced. Ads appear on Google and Facebook, and in proximity to online news stories from thenation’s top daily papers such as The New York Times and Washington Post. Ads then drive traffic to the Organic. It’s Worth It. Overall goals are based on shifting and optimizing campaigns according to relevant news and trends. A big spike in traffic occurred during December’s “news” around GE Alfalfa and the Food Safety Modernization Act.The landing pages also encourage newsletter sign-ups, provide “Quick Facts” that consumers can directly post to their Facebook and Twitter pages, and direct consumers to find organic products via OTA’s member directory, The Organic Pages Online.
  • On January 27, the Obama Administration made the damaging decision to approve the unrestricted cultivation of genetically engineered (GE) alfalfa.
  • Transcript

    • 1. Growing the Organic Market
      Christine BushwayExecutive Director / CEOOrganic Trade Association
      CCOF Annual Convention - Education Conference & Annual MeetingFebruary 18-20, 2011 - Ventura Beach, CA
    • 2. Organic Market 2010
      • Macro Trends in US 2010
      • 3. US Organic Consumer in 2010
      Challenges
      Solutions
    • 4. Three quarters of US families have purchased at least some organic products
      3
      • As in 2009, we’ve constructed a profile of “organic buyer groups” among US families using self-reported organic buying data.
      • 5. Newly Organicfamilies, those who only began purchasing organics in the past two years, comprise about 3 in ten US households (32% in 2009, 36% in 2010).
      • 6. Experienced Organics, encompassing about 2 in 10 families (20% in 2009, 21% in 2010),first starting buying organics up to 5 years ago.
      • 7. Seasoned Organics have been buying organics for more than 5 years and in some cases up to 15 years. They represent about 2 in 10 households (21% in 2009, 16% in 2010.)
      • 8. Non-Buyers, about 3 in 10 households, neverbuy organic products.
      • 9. The size of each buyer segmentremained consistentwith 2009 findings.
      Newly Organic
      ExperiencedOrganics
      Seasoned Organics
      Non-buyers
      Q. When did you first buy organic products, if ever?
      (n=1197)
      (n=763)
    • 10. US Families are buying more organicsthan ever before
      4
      Purchases of Organic Foods Compared to 12 Months Ago
      Compared to 12 months ago…
      Buying more
      Buying same amount
      Buying less
      Do not buy organics in this category
      2009
      (n=1197)
      2010
      (n=763)
      Base: Total parents
      Q: Compared to 12 months ago, are you buying more, less or the same amount of organic foods in general?
    • 11. One third say trust in organic products has increased over the past year
      5
      Changes in Trust of Organic Labeling
      Increased
      Decreased
      Stayed the same
      Total parents
      87%
      2009
      92% *
      2010
      Organic Buyers
      85%
      2009
      2010
      91% *
      Base: Total parents
      Q: Compared to one year ago, has the extent to which you trust that products labeled as “organic” really are organic…
    • 12. Organic Market Size and Growth
      Food 93%
      7%
      Non-Food
    • 13. Trends in U.S. Organic Agricultural Production
      2008 Organic Production Survey*
      14,540 organic farms & ranches in U.S.
      4.1 million acres
      Organic farms in all 50 states
      78% of farms report planning to maintain or increase organic production levels over the next five years.
      * The 2008 Organic Production Survey conducted as a follow-on to the 2007 Census of Agriculture by the U.S. Department of Agriculture’s (USDA’s) National Agricultural Statistics Service (NASS).
    • 14. Trends in U.S. Organic Agricultural Production
      U.S. organic farms on average have higher sales, higher production expenses, and higher operating profit than U.S. non-organic farms
      * The 2008 Organic Production Survey conducted as a follow-on to the 2007 Census of Agriculture by the U.S. Department of Agriculture’s (USDA’s) National Agricultural Statistics Service (NASS).
    • 15. Recent Trend Sales: Jul. – Sept. 2010
      13 week dollar % change:
      Organic Food Sales UP 10.7%ConventionalFoodSales UP .7%
      13 week unit % change:
      Organic units UP 11.1%ConventionalUnits UP .5%
      FDM ending 10/02/2010
    • 16. Trends- Local and Regional Food Systems
    • 17. Market Update – Local, Regional, Direct to Consumer
    • 18. Reports Cause Consumers to Question
      • President’s Cancer Panel
      • 19. ADHD Research
      • 20. Center for Science in the Public Interest’s warning re: food dyes
      • 21. FDA guidance on antibiotics for food-producing animals
    • Challenges
      Economic climate
      Competitive pressure from conventional
      Political climate & budget cuts
    • 22. Connect the Dots
      Connect the Dots
      Natural and Organic – Consumer Confusion Persists
      One third of all consumers don’t know the truth about organic standards, as it relates to organic foods they see in retail outlets.
      %
      Mintel survey September 2009
      SOURCE: MINTEL “Organic Food and Drink Retailing U.S. Report 2009” produced in collaboration with SPINS
    • 23. Connect the Dots
      Online ad campaign positions organic as the solution
      Ads appear on Google and Facebook, and newspapers such as The New York Times and Washington Post
      Ads drive traffic to www.OrganicItsWorthIt.org
      First 60-days:
      • 22 million+ impressions
      • 24. 25,000+clicks/web visits
      • 25. 5,000+ social media fans/followers
    • GE Alfalfa Decision
      Obama Administration approves the unrestricted cultivation of genetically engineered (GE) alfalfa, sugar beets and amylase corn in three weeks
      GE alfalfa can now be planted without any federal requirements to prevent contamination of organic and non-GE crops
      OTAcontinues work to protect organic
      Consumer Action Alert distributed via email, social media, blogs, newsletters
      25,000+ messages (and counting!) messages sent to the White House
    • 26. Solutions- Policy and Political Pressure
      1. Protect our base ($)
      2. Push the envelope (policy)
      3. Grassroots engagement
      Build New Relationships | Nurture Old Friends
    • 27. Solutions- Advance Organic Together
    • 28. Solutions- Advance Organic Together
    • 29. Solutions- New Data Continues to Point to the Value of an R&P Order
    • 30. Thank You
      Christine BushwayExecutive Director / CEOOrganic Trade Association
      cbushway@ota.com
      Additional Resources
      Organic Trade Associationwww.OTA.com
      Organic business directorywww.TheOrganicPages.com
      Transitioning to organic productionwww.HowToGoOrganic.com
      Directory of U.S. organic exporterswww.USOrganicProducts.com
      Consumer educationwww.OrganicItsWorthIt.org

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