While the U.S. organic industry has never had to do much in the past to promote its message and extend its popularity, I think it needs to consider a more aggressive approach.
In the past it has perhaps been to the advantage of organic marketers that consumers impute so many positive attributes to organic food – nutrition, health, environment, lower calories, better taste, more sustainable, et cet. - this aimless strategy of capturing the public’s goodwill is dangerous. Consumers will ultimately be disillusioned if they find organics are less nutritious, have no fewer calories, or fall short of the ideal in even more disappointing ways.
If “organic” means everything, in the end it will mean nothing. By way of a consumer-oriented marketing campaign, the organic industry needs to help consumers fill in the blank, When I say organic, you say …”
Otherwise, they may face a future that goes something like this: When I say organics, they will say “mehhh.”