Consumer Reports said that one terms that is working as intended and meeting consumer expectations is "organic." "While there is room for improvement, the “organic” label already largely meets consumer expectations," the summary report said.
And while the organic label is well-trusted, the Organic Trade Association and its members are actively considering the idea of a collective research and marketing program with oversight from the USDA to expand the reach and benefits of organic food.
The lesson for the fresh fruit and vegetable industry is to resist the urge to do nothing. While it is true that the benefits of fresh fruits and vegetables have always been self-evident, the industry can't afford to rest on its laurels.
A generic promotion marketing program for fresh fruits and vegetables could do heavy lifting for the industry in the consumer market place. It could reinforce the steady drumbeat of positive press and nudge the idle consumption needle.
Healthy? Superfood and powerhouse food only begin to describe the benefits. Natural? As natural as a summer day. Local? As local as you want to be.
With one voice, the industry should be promoting the extensive and continuing evidence of the health benefits of fresh fruits and vegetables, regardless of the source.