Growing Organic

Prepared Foods, Oct, 2001

* A new national survey by Walnut Acres found some 70% of consumers are concerned about the safety of their food. The study, entitled "Walnut Acres Certified Organic Future," reported that the majority of consumers are concerned with bacterial contamination, the use of growth hormones and antibiotics, residues of synthetic pesticides and fertilizers, irradiation and genetic modification.

A poll conducted by Roper Starch Worldwide Inc. found much the same level of concern regarding unknown ingredients in non-organic food and beverages. Their survey found 78% of those polled had no idea what they might be eating, while 71% said the idea of organic food was "appealing to them."

The future looks bright for organic foods, according to the report, which found 40% of respondents expect organic foods to be a bigger part of their diet within one year. Some 50% expect organic foods to play a bigger role in their diet within the next five years.

More than 60% said they buy organic foods or beverages at least sometimes when they shop, but many cite a lack of availability at conventional supermarkets and grocery stores as one reason they do not buy organic items more regularly. Some 44% said organic foods are not available where they shop. Of those who never or rarely buy organic, 51% say a lack of selection or variety of organic foods and beverages are the reasons they do not purchase them more often.

Price was also cited as a key concern, with 68% of consumers who do not regularly buy organics identifying higher cost as the reason. Taste, for the most part, is less of a concern, with 69% believing organic foods and beverages taste about the same or better than nonorganic products.

'Tis the Season

Americans' favorite season for
dining out


Summer  47%
Winter  17%
Spring   8%
Fall     4%



Source: Opinion Research
Corp.,/PF

Note: Table made from bar graph