“A battle is brewing in the organic food industry,” says Harvest Public Media in a story about the expected request for a check-off program for organic products. It would be the first check-off devoted to a method of production rather than a specific product, such as cotton, milk or beef. Proponents, such as the Organic Trade Association, say a checkoff would fuel growth for the diverse industry, which now accounts for 4 percent of grocery sales. A check-off could raise $30 million a year. But skeptics wonder if the money would benefit small farmers or big food companies. And some observers say it will be hard to cover all aspects of the industry with the comparatively small amount of money.
The demographics of the organic consumer have become more diverse as the industry expands. “There is no longer a typical organic consumer,” says the Organic Trade Association. An annual OTA survey found that families that purchase organic products reflect the U.S. racial breakdown. OTA executive director Laura Batcha says the survey shows “organic has turned a corner … and today it is the face of America.” For example, 78 percent of organic shoppers say they buy their organic food at a conventional supermarket. Half of them shop organic at “big box” retailers, an increase of almost 10 points in a year.