Organic Today: Meaningful, Yes, But Consumers Want Something More
The Hartman Group’s Organic & Beyond 2020 report finds that as consumers become more knowledgeable about organic, it doesn’t symbolize everything they care about. There are three main spaces where consumers are seeking more than what organic currently offers: animal welfare, workers’ welfare, and soil health. Specifically, 78% of consumers would prefer more stringent animal welfare requirements for USDA organic certification. Consumers are concerned about the welfare of workers in the food system: 76% of consumers wish the USDA organic guidelines were more stringent on conditions for workers.
Source: Organic and Beyond 2020 report