Organic

As Women Farmers Rise, Organic Agriculture Leads the Way

Fri, 06 Feb 2026 19:58:39 GMT

With the United Nations’ designation of 2026 as the International Year of the Woman Farmer shining a global spotlight on women in agriculture, census data underscores just how central women have become to the future of U.S. farming, particularly in organic production.

According to the most recent Census of Agriculture, more than half of U.S. farms report having at least one female decision-maker, with women accounting for 36% of all producers and 41% of beginning farmers. Their presence is even stronger in organic agriculture, where women are primary operators on 18% of organic farms compared to 14% of conventional operations, a gap that highlights organic’s appeal as an entry point and long-term career path for women.

Those numbers reflect a steady increase over the past few decades, a trend Kate Mendenhall, executive director of the Organic Farmers Association and owner-operator of Okoboji Organics in northwest Iowa, sees firsthand. She attributes part of the growth to changes in how the ag census asks who actually makes decisions on farms, whereas earlier surveys often listed only one operator, newer approaches better capture farm operations as team efforts, bringing women’s roles into clearer view.

At the same time, Mendenhall says women are increasingly drawn to organic and sustainable agriculture as consumer demand grows for food produced without synthetic chemicals. As a mother and livestock farmer, she says those values are deeply personal. Farming organically allows her to raise food for her community while also creating a safe environment for her children to be part of daily farm life, an experience she says resonates with many women entering the field.

Kate Mendenhall is executive director of the Organic Farmers Association and owner-operator of Okoboji Organics in northwest Iowa.

(Photo courtesy of Kate Mendenhall)

“The organic community was incredibly welcoming to me,” Mendenhall says, adding that seeing other successful women farmers helped her envision agriculture as a viable career after being discouraged from farming during the Midwest farm crisis of her youth. That sense of inclusion, she says, continues to draw women into organic production and helps explain why their representation is higher than in conventional farming.

Despite the progress reflected in census data, Mendenhall says visibility remains a challenge.

She recalls registering her farm with the local Farm Service Agency and being asked repeatedly who would actually be doing the work. Her answer each time: “Me.” Experiences like that, she says, underscore why recognition of women as primary operators remains a key issue during the International Year of the Woman Farmer.

From her dual role as a working farmer and national advocate, Mendenhall brings that lived experience to her leadership at OFA.

Managing organic certification paperwork, working with USDA agencies, hosting farm tours and marketing directly to customers all inform the policy priorities she advances in Washington, D.C. Being rooted in the day-to-day realities of farming, she says, gives her credibility as well as urgency when advocating for programs that truly meet farmers’ needs.

As the International Year of the Woman Farmer unfolds, Mendenhall hopes the focus will inspire more women and girls to see themselves in agriculture. Representation matters, she says, not only to close long-standing recognition gaps but also to ensure the next generation of farmers reflects the diversity, resilience and values shaping the future of food.

How Trust and Innovation Drive the Future of Organics Beyond the Seal

Wed, 21 Jan 2026 02:08:19 GMT

When asked about generational trends in organic consumption Matt Landi, vice president of industry relations for the Organic Trade Association, is quick to point out that a lot of that has to do with how readily accessible organics has been to different generations.

The Organic Foods Production Act, which created national organic standards, didn’t occur until 1990. So, for traditionalists and their children, baby boomers, organic produce wasn’t even a thing, and the same for Gen Xers. Landi says it’s less about demographics and more about general awareness.

“Everyone born after a certain date has exposure to organics,” he says. “When you’re seeing numbers like with Gen Z and millennials, and you see this progression of having folks be more open to it is because it’s just becoming more ingrained in our food system.”

Landi says this is as much to do with how organics have become more ubiquitous and therefore more readily accessible to consumers.

“The biggest thing about organic at this stage is that when we look at those numbers for Gen Z, and Gen Alpha eventually, there isn’t a day in their life when there wasn’t something organic in their house,” he says.

Landi says that with the level of trust in organics, younger consumers are more willing to pay for organics as Gen Z and millennials seek out attributes in their food that they can feel good about.

“We did a consumer perception study last year, and organic is still by far the most trusted label,” he says.

Landi adds that this consumer perception and trust in organics has created this great opportunity to have a conversation about food production.

“It’s hard not to see a bright future,” he says.

Matt Landi, vice president of industry relations for the Organic Trade Association, says organics needs to take an approach of continuous improvement to continue to maintain its trust with consumers.

(Photo: Nexa, Adobe Stock)

Gold Standard of Consumer Trust

“Organic is 100% built on trust,” Landi says, noting the seal is backed by federal law. “It’s one of the only labels that you see on something and one of the only industries that asks for more regulation sometimes.”

Landi says part of the category’s future involves preserving that trust.

“We’re at this place where it’s got to maintain the trust and integrity, and we also have this tremendous opportunity from a generational standpoint of organic is not just mainstreamed, it’s more in the consciousness of people as they think about their food,” he says.

Landi says organics also needs to take an approach of continuous improvement to continue to carry forward this trust.

“We’ve got to be able to be responsive to changing dynamics. When organic started out, it was mostly pretty small and midsized producers,” he says. “And as it’s scaled, a different method of agriculture is merging with organic. A little bit more of an industrial-scale organic.”

Along with keeping that trust is also a goal of working to eliminate fraud through legislation, Landi says, as well as the imbalances in subsidies for organic and conventional growers. New rules, such as Strengthening Organic Enforcement, can help eliminate fraud.

Landi says while organics is built on regulatory infrastructure, he says OTA also looks at ways to keep that regulatory infrastructure manageable for growers.

“We’re trying to figure out ways to look critically at the process, to try to reduce some of that paperwork burden, especially on smaller producers,” he says. “If you’re a large operation, you can hire a compliance team and that’s their job. If you’re a small farmer, you’re doing it at your kitchen table at midnight, or you’re doing it all winter.”

Matt Landi, vice president of industry relations for the Organic Trade Association, says as more organic products become more available, it’s critical that the industry maintains that trust with consumers.

(Photo: Pavel, Adobe Stock)

Innovation as the Pathway to Scale

Landi says those small farms, where the grower often wears multiple hats, including sales and compliance, are essentially at the heart of where organics began. And while organic produce is sold at a premium, he views that premium with a perspective of how organic growers take on risk during the growing season.

“All farms are actually essentially giving us all a loan,” he says. “They put all the investment upfront, and they’re loaning us this potential food until it’s actually food and they can actually realize a return on their investment.”

He explains there are many complexities in why organics cost more, from the cost of labor to the crop protection products growers use. Landi says it’s also crucial to remember organic produce makes up only about 15% of the fresh produce sold.

“When you think about this like a startup, you’re building something, and I think we’re still doing some of that,” he says. “We’re still not that old, really, when you think about how the trade works and building up enough volume and being a significant enough part of the supply chain across the board.”

Landi says as additional organic products become more available, it’s critical the industry maintains that trust with consumers. He adds there are many good growers who grow only conventional, as well as a lot of growers who grow both organic and conventional.

“We’re all looking for continuous improvement, and organic is a measurement toward that rebalancing,” he says. “It’s like a way for us to verify that we’re moving the needle in some way that we can impact.”

It’s also important to recognize just how markedly different organic production is today, Landi says.

“Organic has created all this pathway to innovation,” he says, noting the organic growers he works with are some of the most innovative and smartest people he’s met. “As organic continues to mature, we’re going to see this innovation as research goes into it. We’re seeing the results of some of that now, and its ability to scale to this point has been the result of that.”

Voting With the Dollar for a Systematic Shift

As for future opportunities for organic category growth, Landi says he sees berries as having limitless potential.

“People probably see them as really vulnerable to pesticides, so they look at it as a health move,” he says. “And also, because we have pretty large-scale growers that are involved in it, there’s a lot of scale and multi-regional year-round availability.”

Landi acknowledges organics could be vulnerable to greenwashing by some, as well as label fatigue.

“We’re always going to be vulnerable to something, but as a standard, organic — because so much is wrapped into it — I think if people understand the complexity of what we have to do to maintain that, there is something there,” he says about the way that consumers perceive and trust organics.

Landi says he sees consumers continuing to buy into the trust of the organic system.

“What you’re buying into more is that system,” he says. “When you think about the occasional organic shopper versus someone who’s more committed, there’s that understanding that you’re kind of making an investment, trying to balance the human footprint.”

And food production and agriculture are a big footprint.

“We all eat, so it’s a way of voting with your dollar,” he says. “And by every measurement, the data says individual health outcomes are people’s purchasing motivation. But I think the big picture is when people philosophically think about organic, it’s more thinking about it systematically in the food system.”

The USDA’s 2025 Organic Survey is Coming Soon

Thu, 11 Dec 2025 14:30:57 GMT

If you’re an organic grower, keep a watch on your mailbox. The 2025 Organic Survey is headed your way.

USDA announced Dec. 10 that the National Agricultural Statistics Service will soon mail the survey to all known organic farms and ranches, as well as producers who are transitioning to certified organic, across all 50 states. Growers will first receive survey codes with an invitation to reply online, followed by the full questionnaire in early January, according to NASS. The questionnaire will ask producers to provide information on acreage, production and sales, as well as production and marketing practices.

“Organic agriculture is a growing industry, and it is our job as a federal statistical agency to help measure this part of the agriculture sector,” NASS Administrator Joseph Parsons says. “We are excited to provide data on organic agriculture that will help inform organic producers and other industry professionals to make informed decisions for their operations.”

Federal laws require producers to respond to the survey, as well as requiring USDA to keep respondents’ identities and responses confidential. The deadline for response is Feb. 5, 2026.

Organic Information of the Past

The USDA organic survey is a special study from the Census of Agriculture and was last conducted in 2021 .

That survey reported there were 17,445 certified organic farms in 2021, up 5% from 2019, and 4.9 million organic acres. California led the states with 3,061 certified operations and 813,710 organic acres. Indiana saw the largest proportional growth in operations at 697 in 2021 compared to 595 in 2019, a 17% increase, while Idaho saw the largest proportional growth of organic acres at 215,668, a 19% increase compared to 2019.

In 2021, the market value of certified organic products sold stood at $11.2 billion, up 13% compared to 2019. Produce items on the top 10 list by market value included apples ($629 million), strawberries ($336 million), grapes ($309 million) and lettuce ($276 million).

The results of this new organic survey will be available Oct. 30, 2026, according to NASS.

Monterey Mushrooms Achieves Rigorous Certification for its Organic Spent Mushroom Compost

Tue, 28 Oct 2025 21:12:20 GMT

Monterey Mushrooms premiered the certification of its Organic Spent Mushroom Compost by the California Department of Food and Agriculture.

The rigorous 24-month certification process recognizes Monterey Mushrooms’ passion and deep-rooted commitment to sustainability and responsible stewardship of natural resources, according to a news release. The grower says the certification recognizes the care and innovation woven into every part of its operations, from the way the mushrooms are grown to how the byproducts are managed. By giving new life to the spent compost in a certified organic form, Monterey Mushrooms says it is closing the loop on its growing process and creating additional value for farmers, gardeners and the environment alike.

“Earning CDFA organic certification for our spent compost was no small feat. It was the result of nearly two years of rigorous work and dedication across our teams. The process required detailed documentation, strict compliance with regulatory standards and ongoing audits to ensure every step met the highest organic requirements,” says Chris Thomsen, operations manager for Monterey Mushrooms. “We’re proud of this achievement because it demonstrates not only our commitment to sustainability, but also the care and discipline we put into producing a product that supports organic farming and environmental stewardship.”

Mushrooms are already one of the most sustainable foods on the planet, requiring minimal water, land and energy to produce, the grower says. Building on that advantage, Monterey Mushrooms strives to make every aspect of its business, from farming and packaging to transportation and product development, more environmentally responsible. This organic certification is not only a reflection of the company’s efforts but also a step forward in its ongoing mission to leave a lighter footprint and contribute to a healthier planet, the company says.

We’ve been helping Salinas Valley farmers care for their soil since 2002,” says Keith Day, owner of Keith Day Gabilan Ag Services. “And, no matter if it’s orchards or vineyards or maintaining landscapes, we see consistent quality and sustainable results for every grower when we incorporate certified organic spent mushroom compost from Monterey Mushrooms into our custom compost blends. The outcomes show that it naturally improves soil health, boosts moisture retention and supports strong plant growth.”

Row crop and leafy green farmers throughout the Salinas Valley now have access to a reliable, high-yield alternative to synthetic fertilizers, the grower says. A finely balanced mixture of straw, peat moss, cottonseed meal, mined gypsum, mined lime and other natural ingredients, COSMC is a nutrient-rich, natural soil amendment designed to enhance soil fertility, optimize productivity and achieve healthier, higher-quality harvests across a wide range of crops and landscapes.

Key benefits include:

Improves soil composition: Loosens heavy soils and enhances aeration while helping sandy soils retain moisture.
Boosts fertility naturally: Provides humus, organic matter and light fertilization to support vigorous plant growth.
Enhances water efficiency: Increases water-holding capacity, reducing the need for frequent irrigation.
pH balancing: With a natural pH in the range of around 8.0 to 8.3, mushroom compost can help neutralize acidic soils and serve as a sustainable alternative to lime.
Versatile use: Ideal for amending planting beds, vegetable gardens, topdressing lawns and as a sustainable alternative to synthetic fertilizers.

Certified Organic Spent Mushroom Compost is available wholesale to businesses by the cubic yard.

Creekside Organics Debuts Certified Organic Mandarins

Mon, 06 Oct 2025 21:03:16 GMT

Grower-shipper Creekside Organics says this year’s citrus season begins with an earlier start date. The company will also offer its organic-certified Dulce mandarins, sold under its Fruit World label.

The Dulce mandarins, developed by co-CEO Bianca Kaprielian’s father, will harvest right before clementines. The company says the Dulce mandarins completed a three-year transition to organic, which allows Creekside Organic to bring them to market for the first time as certified organic.

“This variety is really special to us — sweet, tangy, and the first organic mandarin of the season,” says Kaprielian. “It’s a true celebration of what makes citrus season so exciting.”

Organic California lemons kicked off the citrus season in the D3 growing region. Creekside Organic says this year’s harvest is about four weeks ahead of last year. Creekside says its expanded acreage of organic lemons helps ensure a year-round supply for retailers.

“Shoppers rely on lemons, so they are a great way to drive repeat sales,” says co-CEO Brenda Haught.

Organic grapefruit and sweet limes begin this week. Organic navels look to an early November harvest, and cara cara oranges will begin in December.

Creekside Organics says its cara cara production expands by three blocks that obtained organic certification. The company says this gives retailers more opportunity to promote the consumer favorite thanks to its bright color and sweet-tangy flavor.

Creekside says it has also increased its volume on kumquats, minneolas and blood oranges.

Creekside says the Reedley, Calif., packing facility is now leased by Cobblestone Fruit and will strengthen its relationship with Cobblestone Fruit. It says the move supports the consistency and capacity of its citrus programs and that it also will not change Fruit World packs.

Partnering to Convert Conventional Cropland to Organic

Thu, 18 Sep 2025 14:14:33 GMT

Back before Sara and Josh Smith got married and started their diversified organic produce operation, personal experiences drew them both to organic food production.

For Sara, it was seeing her mom’s autoimmune disease seemingly heal by cutting out sugar and eating only organic food. For Josh, who grew up working on neighboring farms during summers as a kid, it was through research in college. After they married, that shared interest shaped their eventual operation, Wholesome Meadows Farm in northeastern Indiana.

“When we decided to start farming, we decided why not just do it organically, since that’s what we are passionate about,” Sara explains. “People have different reasons why they get into [organic production], but that was why we got into it; it was that personal experience.”

Wholesome Meadows started in 2014 as a diversified farm-to-market operation growing small fruit and vegetables like berries, tomatoes and pumpkins mostly for area farmers markets.

“In 2015 we added pasture-raised laying hens for egg production to our farm, and then every year after that we added something,” Josh says. Those additions included organically raised, pasture-based broilers, pork and grass-fed and -finished beef.

Then in 2022, the Smiths wanted to expand into organic row crops — corn, soybeans and small grains in rotation — but that proved difficult. Organic cropland in Indiana is expensive, and the Smiths didn’t have that financial ability as first-generation farmers. According to Josh, that’s where Iroquois Valley came in.

What It Is and How It Works

Iroquois Valley Farmland REIT is a farmland finance company that provides funds for the expansion of organic, regenerative agriculture through leases and mortgages with farmers. Chris Zuelsdorff, CEO of Iroquois Valley, describes the group as structured as a real estate investment trust and also a public benefit company.

“Our business model is to identify strong organic farmers who are looking to grow or expand their production, and then, in partnership with them, hopefully identify a parcel or a farm that we can purchase and then lease back to them under a long-term lease,” he explains. “Organic transition is a three-year process at minimum, so having long-term visibility and land tenure and land security is very important from the perspective of an organic grower and producer.”

Zuelsdorff adds that the capital necessary to buy land, plus the minimum three years it takes to transition conventional land to organic production, is a significant hurdle, especially for new growers or first-generation operations like the Smiths and Wholesome Meadows.

To try to bridge that gap to help organic, regenerative agriculture expand, Iroquois Valley operates on an initial six-year lease term for partnering farms, with renewal opportunities every two years after the initial term. The lease structure includes the ability of partner operators to buy the land.

“Our goal would be to have secure land tenure for our farmer partners as long as possible,” Zuelsdorff says.

He adds that the funds the group uses to secure farmland for transition comes mostly from investors who “believe in the merits and the benefits that organic farming has on the environment, on human health, and farmer viability.”

“The primary motivation is around supporting farmers, supporting a healthy food system and a healthy environmental outcomes through organic farming,” he says.

According to the Iroquois Valley website and Zuelsdorff, the group has directed $126.6 million in investments in organic agriculture. This represents over 36,000 acres across 70 different operations in 20 states.

Wholesome Meadows’ Growth Into Organic Grains

For the Smiths, partnering with Iroquois Valley meant they were able to expand their operation from 80 acres of diversified organic produce and pasture-raised eggs and meat in 2023 to a total of 157 acres in early 2024. The additional acreage was purchased at public auction by Iroquois Valley and leased to the Smiths for their rotational grain production on a six-year lease structure, with the option to purchase the land after the initial term or continue with long-term lease renewals.

The Smiths are working to transition the parcel to organic production. Josh says the 2023 crop year was the last where conventional products were used on the parcel, meaning the 2026 crop will be the Smiths’ first where the grain can be considered organic.

The Smiths say they likely would not have been able to make the expansion without Iroquois Valley.

“When it comes to expanding a farm and buying farmland, the options are buy it yourself or get a loan from a bank or partner with a group like Iroquois valley that wants to invest in farmland,” Josh says. “It’s a great company to work with and a great opportunity. For us, it’s been huge.”

David Lively, the Baughers Win Organic Leadership Awards

Tue, 16 Sep 2025 17:08:19 GMT

The Organic Trade Association honored eight individuals for their longstanding commitment to advancing the organic movement during its Sept. 15 annual leadership awards event. Held at OTA’s annual Organic Week conference, the award ceremony recognized leaders for driving and sustaining the growth of the organic industry on farms and in their communities, while prioritizing the benefits to people and the planet.

The distinguished 2025 Organic Leadership Award Honorees are:

Organic Champion: Russell Redding, Pennsylvania Secretary of Agriculture
Organic Lifetime Achievement: Albert Straus, Straus Family Creamery; and David Lively, Organically Grown Company
Organic Farmers of the Year: Chris and Marcie Baugher, Baugher Ranch Organics
Organic Environmental Leadership: Charlotte Vallaeys, Principal, Vallaeys Consulting LLC
Organic Trailblazer: Nicole Atchison, CEO, Puris
Organic Social Impact: Tony Bedard, CEO, Frontier Co-op

“This esteemed list is a testament to the inspirational leadership and innovation abundant in the organic industry, and we are extremely grateful for the unwavering passion and commitment of these award recipients,” says Matthew Dillon, Co-CEO of OTA, in a news release. “We are proud to celebrate their significant achievements and look forward to their future contributions to drive the organic movement.”

David Lively, Organic Lifetime Achievement Award

The Lifetime Achievement Award recognizes trade association members who have dedicated their careers to the furtherance of organic agriculture and trade by providing a broad vision, successful solutions and the labor and leadership required to bring the mission into reality.

David Lively became involved in organic agriculture in 1979, after being convinced that the best place to effect social change was in the dirt at the farm level. With this in mind, he first became a partner with his brother, Tom, in Thistle-Brook, a joint venture on a third-generation farm where they and partners grew as many as 20 acres of mixed vegetables, the largest fresh-market organic farm in Oregon at that time.

During the same time, Lively participated in the restructuring of Organically Grown Company, as the non-profit morphed into a for-profit agricultural marketing cooperative. In 1984, he became an employee of OGC, and in the 41 years since, he has held numerous roles, currently serving the organization as Pioneer Emeritus.

During his career, Lively has led and supported numerous industry organizations, including the creation of the Sustainable Food Trade Association, the Organic Produce Wholesalers Coalition, and the Organicology Conference. He has served on the boards of the Center for Applied Agricultural Research, OGC, Oregon Tilth, the Sustainable Food Trade Association, Organic Seed Alliance, Oregon Organic Coalition, and the Organic Trade Association.

“This recognition is an amazing validation of the time and effort spent thinking about and performing the work that builds our movement and trade,” Lively says. “Our community continues to serve as a wonderful and rewarding place to have put one’s visions of spirit and wholeness into play.”

Chris and Marcie Baugher, Organic Farmers of the Year

The Organic Farmer of the Year Leadership Award honors individuals who have significantly contributed to supporting and advancing organic agriculture and trade at the farm level.

For more than 40 years, Chris and Marcie Baugher, proprietors behind Baugher Ranch Organics in Northern California, have been leaders in organic farming, processing and advocacy, significantly contributing to the evolution and growth of the organic almond industry. Pioneers in transitioning to organic farming in 1984, the Baughers built a legacy of resilience and commitment to ethical farming practices and have become a beacon of organic excellence.

Dole Reaffirms Commitment to Organics and Sustainability at OTA’s Organic Week 2025

Thu, 11 Sep 2025 21:25:35 GMT

Dole Food Company is participating in Organic Week 2025, taking place Sept. 15-17 in Washington, D.C., and hosted by the Organic Trade Association.

As an event sponsor and one of the few produce supply companies in attendance, Dole will underscore its long-standing leadership in the organic category and reaffirm its commitment to sustainability and the continued growth of the U.S. organic produce market, according to a news release.

For more than 25 years, Dole says it has been a vocal thought leader in organic agriculture, consistently recognized as the No. 1 brand in organic bananas and organic pineapples. The company also offers a broad portfolio of other organic fresh fruit products across the globe, all cultivated under Dole’s rigorous sustainability and quality standards, the company says.

The event brings together policymakers, industry leaders and advocates to shape the future of organics in America.

Representing Dole at Organic Week 2025 will be Rudy Amador, vice president of corporate responsibility, sustainability and communication for Dole Tropical Products, and Juan Xavier Pons, commercial and diversified senior director for Dole Ecuador. Both executives will engage in high-level discussions, workshops and breakout meetings designed to address pressing issues and opportunities in the organic produce industry.

“Organic Week is a crucial platform for aligning what we do at Dole with the broader goals on the future of sustainable, responsible food production across all stakeholders,” Amador says. “As a leader in the produce segment, Dole stands shoulder-to-shoulder with the OTA in supporting policies, innovation and market growth that benefit consumers, the environment and farm communities alike.”

Matthew Dillon, co-CEO of the Organic Trade Association, says: “We’re at a pivotal moment at the Organic Trade Association — celebrating four decades of organic progress as we also chart a course for the future. Organic Week is where ideas, advocacy and vision converge. Together with members like Dole, we’ll lean into the opportunities to build policies, partnerships and innovation that support growers, uplift agricultural communities and deepen consumer trust in the USDA Organic seal.”

Dole says its sponsorship reflects its belief in the power of collaboration to advance environmental stewardship, consumer trust and the success of organic agriculture.

Consumers Say Organic Signals 'Quality'

Tue, 09 Sep 2025 19:11:52 GMT

Organics continue to shape consumer behavior in the produce department, with fresh data suggesting the “organic” label now functions as a quality signal comparable to a brand name.

During an August webinar “Challenge Consumer Assumptions to Steer the Future of Produce & Floral,” hosted by Circana and the International Fresh Produce Association (IFPA), experts discussed how organics remain resilient despite affordability concerns.

Rachel Blake, manager of global intelligence for IFPA, mentioned global differences in organic purchasing, saying we are a global society now.

“Brazil has … 90% of their population motivated to spend a bit more on organics, which is very high by global standards,” she adds.

With studies such as the Blue Zones Concept that show longer life spans in certain regions, many people are adapting, or adopting, eating patterns and ways of using foods that aren’t native to their original culture, Blake says.

This leads to a prioritization of produce that Blake says is seen consistently across markets. Part of that trend is an emphasis on organics.

“There’s an increased willingness to pay more, or to just pay what now costs more for what we know is a high-value, high-quality food item,” Blake says

According to The Packer’s Fresh Trends 2025 , although the majority of consumers are still buying conventional fruits (non-organic), excluding strawberries, which are majority bought organic, Gen Z and millennials are more likely to buy organic produce, with millennials showing the highest loyalty, with one in three saying the majority of their produce is organic. These younger consumers are willing to pay 25% or more for organics.

In the U.S., organic’s role is less about farming methods and more about perception, Blake says. “What’s so fascinating about organic is … it has become a quality signal. The same way Chanel is a quality signal to a lot of people.”

For many shoppers, particularly younger consumers, organic is “table stakes,” a shorthand for trust and value in the produce aisle, Blake says.

Even SNAP recipients, typically more price-sensitive, show some engagement with organic items, says Jonna Parker, principal II for Circana Fresh Center of Excellence.

“There are elements of even SNAP recipients having a share of certain categories in organic,” Parker says. This indicates organic is not only a premium choice for affluent households but also a signifier of quality across income levels.

And despite inflation, organics are holding steady.

“Organic actually has had an increase in pounds this year despite all those headwinds in affordability,” Parker says.

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As Olivia’s Organics Celebrates 20th Anniversary, CEO Looks to the Future

Thu, 04 Sep 2025 19:06:36 GMT

Olivia’s Organics, the Chelsea, Mass.-based produce brand of State Garden, is marking its 20th anniversary this year. It got its start just as packaged salads began to take off, says State Garden CEO Mark DeMichaelis.

State Garden had recently acquired the assets of Northeast Fresh, and the company wanted to expand its business offerings, DeMichaelis says.

“We thought this would be a good entry point for our family and our company, as it was an emerging part of the business and an emerging part of the salad business,” he says. “What we did realize very quickly was these items lent themselves well to be grown organically.”

DeMichaelis says the price parity between conventional and organic was also narrow, which meant the company could offer organic packaged salads on the East Coast and keep the price close to its conventional counterparts. He says Olivia’s Organic was the first company to devote a facility east of the Mississippi to organic lettuce production, which State Garden’s customers sought out.

“We felt that we could provide a solution for them, where you order the product from us today and we can get it into your stores tomorrow, creating a fresher product and one in which you could really smooth out some of the bumps in the supply chain, and it really got caught on,” he says.

DeMichaelis says that one thing the company learned quickly was that organic customers wanted a brand to differentiate the organic products from those conventionally grown. After tossing around a few ideas without them landing, a State Garden employee suggested the brand be named after DeMichaelis’ new daughter, Olivia — the only girl of eight grandchildren.

Olivia is now 22 and a college graduate, and DeMichaelis says it’s been fun watching both Olivia’s Organics and his daughter grow up. And as for what she thinks of her being the namesake for the brand, DeMichaelis says, “I think she never really got it until she started getting older, and people say, ‘Oh, you’re the great little Olivia.’ And so now it’s very cute how she handles it.”

Since its founding, Olivia’s Organics has donated a portion of the proceeds from every purchase to the Olivia’s Organics Children’s Foundation, which support children’s charities operating in the communities where Olivia’s Organics products are sold.

(Photo courtesy of Olivia’s Organics)

More Than Just Organics

DeMichaelis says a big part of the milestone celebration will be a focus on Olivia’s Organics Children’s Foundation, which supports children’s charities operating in the communities where Olivia’s Organics products are sold. He says it was important to his father to give back to the community.

DeMichaelis says this tie to the foundation resonates with Olivia’s Organic consumers.

“I feel that it gave them a window into who we were as people, and it gave them a window into what we were trying to create with the brand, beyond what organic already was, which was an environmentally friendly brand, and one that is farming responsibly,” he says.

DeMichaelis says he’s seen an evolution in what organics means to consumers, going beyond environmentally friendly farming practices to its health benefits.

“We feel like we are on a great path due to the fact that we certainly are marketing clean ingredients, and we’re also marketing things that are farming cleanly as well,” he says. “The nexus of that has created, I think, some great tail winds for organic in general, and Olivia’s Organics especially, and we remain the No. 1 organic salad brand in the Northeast.”

He says he doesn’t see the demand for organics stopping as more shoppers pay closer attention to the foods they consume.

“We like to think that we were one of the first companies that really made organic, brought it mainstream, so more than just those folks that could afford it are purchasing it,” he says. “You see it in everyone’s basket as we’re going through, and it’s crossing all demographics, from children to older folks. So, it is something widely acceptable now, and we’re excited about where it’s going.”

And the company has some exciting things planned for its future, DeMichaelis says. This includes adding new varieties to its offering mix and offering a locally grown version of Olivia’s brand.

“We’re finding that’s what we see our customers looking for these days is products that go beyond just the nutritional value, like the spinach and the arugula and the kale that we’ve been providing, and different profiles that add a lot crunch to it, and we feel like we found some pretty cool varieties that will fit well into these, the Olivia’s lineup and the brand, and that’s really going to be our next evolution as the brand continues to grow over the next 20 years,” he says.

Year-Round Celebration

The company was set to hold a 20th Anniversary Sunset Soirée on Sept. 4, where customers, community members and more can gather for a celebration on the Boston waterfront.

“We wouldn’t be here without the support the customers have given us and certainly our growers,” he says. “When we got our start, we were very early in the organic business, and I had some really great grower partners who committed to working with us as they transitioned their land from conventional to organic and remain partners today.”

Olivia’s Organics plans to donate $20,000 to the Greater Boston Food Bank during its Sunset Soirée. The company has also committed to donating an additional $500,000 to deserving local nonprofits through the Olivia’s Organics Children’s Foundation over the next five years.

The brand also plans 20 weeks of programming in stores, community events and online with in-store promotions on Olivia’s products, social media activations and more.

Olivia’s Organics will take nominations from customers and fans for a chance to win surprise lunches and fresh greens for local nonprofits and community groups from the brand’s team.

It also plans to amplify its program offering fresh produce and healthy eating curriculum to local schools in need.

And Olivia’s Organics says it will double down on its commitment to a healthier planet by expanding sustainability initiatives. The brand will highlight measurable progress in waste reduction, regenerative acreage and resource efficiency.

“The brand was a success, and we want to make sure that people understand that we’re still committed to our initial intent, which was giving back to the community and helping those that support our roots,” DeMichaelis says.

Appeals Court Upholds USDA Certification

Thu, 17 Jul 2025 18:07:21 GMT

The U.S. 9^th Circuit Court of Appeals upheld a part of USDA’s organic standards that had been challenged by Pratum Farm, an organic hazelnut farm in Salem, Ore., and its owners Bruce and Paula Kaser.

Pratum Farm argued that a USDA regulation favors foreign imports and allows for a small percentage of farms within the group to undergo on-site inspections.

The U.S. District Court for the District of Oregon dismissed the original lawsuit , and the 9^th Circuit Court of Appeals dismissed the appeal by Pratum Farms.

The court determined that Pratum Farms failed to present facts to show injury and does not have an ownership interest in the USDA Organic seal and that the company failed to show the regulation caused competitive injury and imminent economic injury.

“This decision affirms that grower group certification, while managed differently, is still a credible and rigorous form of organic oversight,” the Organic Trade Association wrote in a ruling summary.

Organic Produce Sales Show ‘Remarkable’ Growth

Fri, 11 Jul 2025 20:48:19 GMT

The organic produce category experienced strong performance during the past year, increasing in both dollar and volume sales compared to the previous year.

Dollar sales reached nearly $11.7 billion, up 8.5% from the year prior, while volume sales for organic produce grew 5.6% to 4.1 billion pounds, according to Circana OmniMarket Integrated Fresh data for the 52 weeks ending April 20, 2025, including total U.S. Multi-Outlet+ with C-store (grocery, drug, mass market, military, convenience and select club, dollar, beauty and online retailers).

In comparison, dollar sales for conventionally grown produce grew 3.4% and sales by volume gained 3.6%.

“Growth is always good, but growth of a premium-priced option is always remarkable,” said Jonna Parker, head of the Fresh Foods Client Insights Group for Circana, a Chicago-based market research firm. This is especially true, she added, at a time when consumers are watching their budgets.

Parker highlighted multiple drivers for organic’s successful year, including a trend toward healthy eating and snacking, adoption by younger consumers and shoppers’ view of organic produce as an affordable luxury.

“On average, people spend the least in the produce department when they buy an item compared to any other part of the store,” she said.

With shoppers making multiple trips to buy groceries each week and picking up just what they need, “fresh produce and premiumizing their fresh produce choices becomes so much more relevant,” Parker added.

Brian Penfield, produce director for Sendik’s Food Market in Milwaukee, confirmed that demand for organic produce is growing.

“For us, it’s anywhere from a 3% to 5% increase each week versus last year,” he said. “Consumers are looking for the product, and we find ourselves offering more selection and variety each year.”

Aldi stores experienced double-digit increases in organic produce sales in 2024, up more than 20% year-over-year. Fruit had a 30% increase, while vegetables sales grew 10%.

“It’s one of the fastest-growing categories in our business, outpacing total produce growth,” said Bill Duesenberg, director of national produce buying for Aldi. “Shoppers are looking for a fresh, value-packed produce aisle, and that’s why we’re continuing to expand our assortment around what shoppers are craving most.”

The Wellness Factor

The Packer’s Fresh Trends 2025 consumer survey found that while health was a primary motivator for all respondents, 87% of those using GLP-1 medications such as Ozempic cited health as a reason to eat more fruits and vegetables.

Parker identified the movement toward healthy eating as one of the “mega-trends” driving organic produce sales over the past year.

“When we look at the key motivations of the organic consumer, No. 1 is healthy nutrition,” she said. “It’s very much about fueling your wellness goals.”

Younger Generations Lead the Way

Among consumers surveyed for Fresh Trends, younger generations — Gen Z and millennials — reported the most sensitivity to food inflation. Despite their budgetary concerns, Gen Z and millennial shoppers more frequently reported buying organic produce than older generations; 1 in 3 millennials said that the majority of their produce purchases in the past year were organic.

Younger generations also reported more willingness to pay a higher price for organic produce. The survey showed 17% of Gen Z and 14% of millennials indicated they would be willing to pay 25% to 49% more for organic offerings, compared with just 3% of Gen X and 7% of baby boomers. In contrast, roughly 1 in 5 Gen Xers and baby boomers said they are not willing to pay extra for organic.

If price were not an issue, 59% of millennials said they would buy more organic produce, followed by Gen Z at 57%.

Parker said that, for Gen Z and millennials, the decision of whether or not to buy organic produce isn’t primarily based on cost. For them, it’s more of an affordable luxury.

“Though there is a large segment of organic buyers that is more affluent, organic does very well with younger consumers,” she said. “Just like younger people may buy designer handbags or upgrade the type of hair care they are using if it is recommended by a beauty influencer, having a more premium organic option for produce is interesting and relevant. It is not all about price with the younger — or really, any — consumer.”

These discerning and empowered shoppers grew up with infinite choices, she added, and organic produce has always been widely available during their lifetimes. They are also more likely than older generations to research the food they purchase and eat, Parker said, including how it’s grown and the benefits it provides — such as aligning with their wellness goals or caring for the planet.

“What organic brings is this transparency of trust,” Parker said. “They want authenticity and storytelling, and they want to feel good about what they’re buying.”

Berries Are Boss

Organic fruit outperformed its conventionally grown counterpart, according to Circana, growing 8.6% in dollar sales and 9.5% in volume. In comparison, conventional fruit sales increased 5.6% in dollar sales and 4.7% in volume.

Fresh vegetables saw modest gains in both the organic and conventional categories. Dollar sales for organic vegetables grew 2.6% and volume sales increased 1.2%. For conventional items, dollar sales grew 1.1% and volume sales increased 2.2%.

“Historically, people are not as interested [in organic] if they don’t eat the peel,” Parker said. “While there are healthy sales in organic avocados, citrus and bananas, when you talk to consumers who are extremely organically inclined, they tend to view organic as a nice-to-have for those items.”

Another reason for fruit’s dominance in the organic category, she said, is the trend of healthy snacking. Consumers are eating more snacks throughout the day rather than having big meals, she said, and “fruit is imminently snackable.”

In addition, people are increasingly leaning toward fruit-topped breakfast options such as Greek yogurt and acai bowls, Parker said. Fresh fruit — and even better if it’s organic — aligns with consumers’ desire to make healthy choices based on wellness goals.

Among fruit commodities, organic berries were consumers’ No. 1 choice during the 52-week period ending April 20, 2025. Circana data shows they were the top sellers in dollar sales, up 7.5% over the prior year to $2.1 billion. Strawberries were the bestselling berry variety, up 6.9% in dollar sales, followed by blueberries and raspberries.

Apples took second place at $912 million (up 2.4%), followed by bananas at $697 million (up 14.9%). Organic bananas took the lead in volume sales (up 16.3% over the previous year to 978 million pounds), while apples and berries ranked second and third.

At Aldi, Duesenberg said stores experienced major gains in 2024 for bananas.

“Shoppers took home 43 million pounds of organic bananas,” he said. Organic berries and avocados were the category’s rising stars, he added, with a growth rate of more than 40% year over year.

“Berries will always be the juggernaut,” Parker said. She recommends that retailers take advantage of their popularity by offering more package sizes in organic and by expanding their offerings beyond the three most popular varieties to satisfy the organic consumer’s desire for exploration.

Consumers are also interested in trying new varieties of organic grapes, she said. Fueled by social media posts that show influencers coating grapes in Jell-O powder or chocolate and then freezing them, the category saw strong sales growth during the last year. Dollar sales increased nearly 18% and volume sales jumped 23%.

Likewise, dollar sales for mangoes increased nearly 31% and volume sales grew 34%.

“We’ve watched dried mangoes and mangoes as ingredients grow, especially among younger consumers,” Parker said. “I’m not surprised that mangoes are having a tremendous 2025.”

Cucumbers Are Having a Moment

In the organic vegetable category, the salads and leafy greens category tallied $2.2 billion in sales. Dollar sales declined 1.8% and volume sales dipped 2.5% compared with the previous year. Spinach was a top seller at $595 million in dollar sales, along with carrots at $546 million. Carrots, salads and leafy greens, and potatoes topped volume sales.

“The softness in organic lettuce and salads is a concerning trend to me,” Parker said.

One reason for the decline, she explained, is that consumers are experiencing “salad fatigue” and are looking for alternatives to traditional, greens-based salads. Spurred by viral social media posts that present creative ways to make salads without lettuce, cucumbers are having a moment, she said.

Circana data shows that dollar sales for organic cucumbers grew more than 15% during the 52-week period ending April 20, and volume sales increased 9.6%.

“Social media influencers have helped consumers see a variety of items in new ways,” Parker said. “Showing people how they can take affordable, simple ingredients they already have and make fresh produce taste great is a huge part of our need to drive demand.”

At Sendik’s Food Market, berries have long been a driving force in the organic category. However, Penfield said he has also seen growth for some unexpected vegetable commodities.

“Potatoes is one that’s surprising,” he said. “In fact, I would say that for a lot of our hard goods we’ve seen significant increases.”

Penfield attributes the trend to simply offering consumers more organic options in the produce aisle.

Inflation Impacts

The Fresh Trends survey found that consumers are feeling the effects of inflation and are taking steps to manage costs.

Nine out of 10 participants said they noticed price increases for produce during the past year, with Gen Z citing increases of more than 25%. Though nearly half of those surveyed said they try to cut nongrocery areas of their budgets first, consumers named organic options among items they are most likely to cut back on in order to stay on budget.

Although inflation remains a factor, its impacts have lessened over the past year.

“The easing of inflation supported stronger consumer sentiment, making organic more accessible to a broader base,” said Tom Chapman, co-CEO of the Organic Trade Association, Washington, D.C.

A newly released report by OTA found that fresh produce was the top-selling organic food category in 2024 and a primary entry point for consumers into the organic market.

“While organic pricing did outpace unit sales growth, both value and volume of organic produce still grew faster than the total market,” Chapman said. “That demonstrates a strong consumer commitment to organic, even in the face of higher prices.”

Penfield confirmed that inflation was less of a factor for shoppers in 2024.

“Last year we looked at a lot of price sensitivity,” he said. “This year, not so much.”

According to Circana, average per-unit pricing for organic produce declined in 52 weeks ending April 20, narrowing the price gap between organic and conventionally grown fruits and vegetables.

“We have always known that if given parity or only a slight increase in the price gap between organic and conventional, consumers will trade up,” Parker said, adding that when prices increase to a certain level, loyal organic produce buyers will keep purchasing. However, occasional upgrade buyers tend to choose conventionally grown produce when organic costs get too high.

Because farmers saw favorable crop yields in many mega-selling categories, Parker said, prices came down for those items. Many fields have now become exclusively dedicated to organic produce in response to consumer demand, she added, which also plays a role in boosting supply.

Traditional supermarkets tend to discount when supply is high, Parker explained, which can lead to produce deflation.

“If the crop is good then, obviously, they’re going to move a lot more at a discounted price and raise the price again when the crop supply is low,” she said. But other types of retail outlets that sell organic produce, such as superstores, tend to offer everyday low prices. “It’s going to put more pressure on that traditional grocer to also offer a value price.”

Cross-Promoting

To boost sales of organic produce, Parker recommends that retailers inspire their customers to broaden their purchases through cross-produce promotions. Instead of promoting a single item, she said, why not offer shoppers a deal if they buy multiple organic produce items at the same time?

“We have an opportunity to incent them with dollars off their total produce spend,” she said. “That will really drive more sales and more loyalty in retailers versus the promotion strategies we have today where all the avocados are on sale, but then they’re fighting within the avocado category.”

Instead, Parker suggested, retailers could say, “Hey, all the avocadoes are on sale, and don’t you also need tomatoes?”

If you think about the market for organic products, she added, the buyer is most often an affluent consumer who is interested in healthy eating across the store.

“So, naturally, they would like to see recommendations and be incented to buy multiple organic items,” Parker said.

Because the organic consumer enjoys taste exploration, she said she thinks retailers will be rewarded by introducing these shoppers to items they may not have purchased previously, such as papayas, dragon fruit and purple sweetpotatoes. Parker also recommends that retailers focus on what’s in season.

Aldi’s Duesenberg confirmed that seasonality, along with local sourcing, is an important driver in organic produce sales. According to FMI’s “The Power of Produce 2024” report, he noted, 89% of consumers made unplanned produce purchases driven in part by displays that highlight items in season.

“Our shoppers are syncing their carts to the calendar, as they’re increasingly shopping for fresh, in-season produce that’s priced right,” he said. “In each of our Aldi stores, we stock around 120 produce items, and that’s intentional. We focus our selection to bring in quality, fresh produce daily that’s locally sourced whenever possible. When shoppers see that our assortment changes with the season, they know they’re getting the best product at the best time, without overpaying.”

For 2025, Duesenberg said, Aldi is focusing its efforts on new growth within its range of organic grapes.

“We believe that customers are looking for a better organic grape,” he said. “Beginning in July, we will carry organic red and organic green grapes featuring the best varieties the season has to offer.”

Penfield said that organic sales are rising steadily at Sendik’s without much in the way of targeted promotion. As stores have expanded their organic offerings, sales have increased.

“We don’t call out the number of organics [that we carry], but we do create signs to call out our organics,” he said. “About three years ago, we made the decision to integrate our organics into our conventional sets, and that has helped.”

The most significant and promising development for the category, he said, is that organic has gone completely mainstream.

“Organic’s not a fad anymore,” he said. “I just go back to a time when people were like, ‘Oh, this is going to go away.’ But it’s had significant growth.

“I think organic is something that our center store doesn’t have great penetration for, or offerings or even communication about,” he continued. “Fresh is the best offering, and I think that’s why we see growth.”

Stemilt to Highlight Organic Cherries at OPS

Tue, 08 Jul 2025 16:34:28 GMT

Stemilt Growers says it will offer real-time updates of its current organic cherry crop as well as a look ahead to its pear and apple crops at the upcoming Organic Produce Summit.

The Wenatchee, Wash.-based company says it offers organic skeena cherries grown in high-elevation orchards that allow for good volumes this month.

“We expect cherries will be a hot topic at this year’s summit as we’re currently in the heart of harvest,” says Brianna Shales, marketing director for Stemilt. “Retailers can reap the benefits of Stemilt’s extended organic cherry season, which lasts all July, to offer freshly harvested organic cherries to consumers for as long as possible. We’ve strategically planted early-season varieties in optimal locations and late-season varieties on Stemilt Hill, where growing regions range from 2,600 feet to over 3,400 feet in elevation above sea level to lengthen our season.”

Stemilt shared that a study completed by category partners; the company, which surveyed 2,001 cherry shoppers, revealed that 33% of consumers aged 44 and younger rated organics as an important characteristic when purchasing cherries. That survey also showed that approximately 55% of natural and specialty store shoppers placed more importance on cherries, according to Stemilt.

“Demand for organic cherries is strong and will continue providing retail opportunity to sell them at a higher price point,” Shales says. “We’ll be picking and packing cherries harvested at Stemilt Hill in Wenatchee, Wash., throughout July.”

The company will also highlight its compost program, which it says has helped fuel its high-flavor fruit for the past 20 years.

“Kyle Mathison, owner of Stemilt and a fourth-generation cherry grower, is a master of growing cherries with crisp texture and sweet flavor through his World Famous compost recipe that he created two decades ago,” Shales says. “We look forward to sharing a 30-second celebratory video during our sponsored keynote session with OPS attendees.”

Stemilt says it also plans to showcase its Lil Snappers kid-sized fruit, sustainable packaging for apples and pears, and top-seal clamshell packs of organic cherries at its booth, No. 505.

“OPS is the only event that exclusively brings organic producers and buyers of the fresh produce industry together, and we look forward to it every year,” Shales says. “We can’t wait to talk all about cherries and the upcoming opportunities for the 2025-2026 organic apple and pear crops.”

Katzman Produce Expands Into Organics, Offers More Than 200 SKUs

Mon, 07 Jul 2025 15:08:38 GMT

Bronx, N.Y.-based Katzman Produce, part of Katzman’s family of companies, has expanded into organics with a full line of over 200 SKUs of locally, domestically and internationally sourced organic fruits and vegetables, according to a news release.

Based in the Hunts Point Produce Market, the more than 100-year-old wholesaler says it created the dedicated organics department, which has been fully operating since 2024, to better service its customers.

“Our growth has always been driven by demand from our customers,” says CEO Stefanie Katzman. “As organics popularity has risen, we needed to create a dedicated organics department, warehouse and team, not only to fulfill existing demand for organics, but also to advise and support all of our customers regarding the opportunities within this growing market segment.

“We’ve partnered with the top organics growers and brands in the industry to bring the very best offerings to our customers,” she adds.

Katzman Produce says its organics department offers a wide range of high-quality organic products as well as expertise and services to ensure its customers’ success, including walk-up and delivery services; merchandising; ads; training; and insights on projections, seasonality and market trends.

In recent years, organic produce has consistently outpaced conventional produce in volume growth, driven by growing consumer interest in health and wellness, the release said. According to Circana data, the total retail value of organic produce sold in the U.S. grew by 4.9% in 2024, and volume increased by 7.1% compared with the previous year.

The Katzman family of companies includes wholesaler Katzman Produce, Katzman Berry, Katzman Distribution, Katzman Logistics, fruit importer Global Harvest, grower/shipper Mama Mia, and broker Top Katz.

Homegrown Organic Farms Now Offers Regenerative Organic Certified Blueberries

Mon, 30 Jun 2025 21:51:49 GMT

The Porterville, Calif.-based Homegrown Organic Farms will offer a selection of Regenerative Organic Certified (ROC) blueberries from its AgriCare-managed Oregon farms this season. Four Oregon farms under AgriCare’s care have earned this certification, according to the company, which added that its ROC offerings include organic stone fruit and fall fruit commodities.

“As an employee-owned company, we take our mission seriously: to exceed expectations, care for people and do what’s right for the land,” says Scott Mabs, CEO of Homegrown Organic Farm. “Adding Regenerative Organic Certified blueberries from Oregon strengthens our commitment to delivering quality fruit through practices that reflect our values.”

“We’ve always believed that responsible farming is good farming,” says Gunnar Avinelis, CEO of AgriCare. “Achieving Regenerative Organic Certified status on our Oregon farms reflects decades of dedication to regenerative principles and the people who make it possible.”

Developed by the Regenerative Organic Alliance, the ROC standard builds on the USDA National Organic Program. It adds benchmarks focused on soil health, carbon sequestration and economic fairness across farming communities.

“We’ve seen incredible momentum across our Regenerative Organic Certified programs,” says Stephen Paul, deciduous category director and ROC stone fruit grower. “As both a marketer and a farmer, I’ve seen firsthand how regenerative organic practices improve the health of our orchards and the quality of our fruit. The Oregon blueberry crop is a natural and exciting extension of this journey, and we’re proud to offer this to customers who care about how their fruit is grown.”

ROC blueberries from Oregon are available now through the end of summer, according to Homegrown Organic Farms.

Wish Farms Returns to Organic Produce Summit with Strategic Growth and Flavor-First Focus

Fri, 27 Jun 2025 18:24:33 GMT

Plant City, Fla.-based Wish Farms, a grower and year-round marketer of organic strawberries, blueberries, blackberries and raspberries, will return to the Organic Produce Summit this July.

Guided by its mission to “provide the best tasting berries,” Wish Farms is committed to quality at every level of its operation. The company partners exclusively with growers who share their dedication to growing only the most flavorful berry varieties, according to a news release.

In the early 2000s, Wish Farms says it was a pioneer in the organic space in Florida, despite skepticism due to the region’s pest and disease pressures. Through perseverance and improvement, the grower says it has continued to refine its practices and now offers a consistent supply of organic berries year round from multiple growing regions.

“We are committed to the core values that have defined our brand over the years,” says Jason Deis, director of business development. “Our priorities are promoting transparent relationships with our growers, providing outstanding service to retail partners and consistently delivering great tasting berries for consumers.”

Over the past decade, Wish Farms has experienced extraordinary growth, the release says. Highlights include the introduction of Pink-A-Boo pineberries, expansion of acreage, investments in breeding programs and the development of its cutting-edge office and warehouse campus. The company continues to explore strategic growth opportunities in key regions while investing in innovative technologies and sustainable practices, the release says.

The digital space is ripe for collaboration and promotion, and Wish Farms is eager to create co-branded, geotargeted digital ads to help drive consumer demand. The company saw success with its recent “Berry Bonanza” mobile campaign, saying it was a creative way to build brand loyalty, while also creating value for its followers. Shoppers signed up by submitting their email and phone numbers. After purchasing a Wish Farms berry package, they texted a picture of their receipt and promptly received a $1 cash rebate via Venmo.

Wish Farms invites attendees of the Organic Produce Summit to visit Booth No. 704 to learn more about its commitment to excellence in the organic produce space.

North Carolina’s Altar Cross Farms Expands Organic Blueberry Production by 63%

Fri, 27 Jun 2025 13:01:19 GMT

For Altar Cross Farms, a family-run organic blueberry farm in Ivanhoe, N.C., the time was right to expand. Driven by growing demand from both national and local retailers for its organic berries, the family expanded production by 63% this year and is now harvesting from 65 certified organic acres.

“We own 40 acres of organic blueberries, but this is our first year with expanded acreage,” says Roy Sykes, owner of Altar Cross Farms. “We had the opportunity to lease 65 acres from a neighboring organic farm, which was a huge blessing. To be able to grow that much in such a short amount of time, and right when demand was picking up, just felt like the right thing falling into place at the right time.”

This season marked the most productive blueberry crop Altar Cross Farms has had in five years, says Sykes, who co-owns the farm with his wife, Donna Sykes, and operates it with their daughters.

Altar Cross Farms grows organic blueberries.

(Photo courtesy of Happy Dirt)

“Several factors helped with the crop this year, like a really cold winter and no hard spring freezes,” says Sykes. “The early rain hurt some of our early varieties a bit, but it didn’t put a dent in overall production. Honestly, our blueberry crop on our personal 40 acres alone would’ve been extremely robust with the weather we had, so with 65 acres, you can only imagine how strong the season has been.”

The farm’s location in eastern North Carolina is also prime for blueberry production, says Sykes.

“One of the main reasons North Carolina, especially eastern North Carolina, is such a good place to grow blueberries is the soil,” he says. “We’ve got sandy, acidic soil here — exactly what blueberries like. You don’t see a whole lot of blueberries grown farther west because the soil just isn’t right for it. You can amend the soil and make it work, sure, but that adds cost. Then you’re competing with folks who can just stick plants in the ground and let them go, while you’re out there trying to fix the soil first.”

Altar Cross Farms’ expansion was also bolstered by an investment in mechanical upgrades that contributed to its success this season.

Altar Cross Farms has made investments in equipment.

(Photo courtesy of Happy Dirt)

“We’ve made a lot of upgrades to our packing line over the last couple of years that have really helped us work more efficiently,” says Morgan Sykes, Altar Cross Farms sales and packing manager and Roy Sykes’ daughter. “In 2022, we invested in a color sorter that pulls out anything that’s not the right shade for a ripe blueberry, which has made grading so much simpler. We also added an automatic clamshell filler and a labeler, and both have cut down a lot on the time and cost it used to take to pack and hand-label everything.”

Happy Dirt Helps Expand Network

Happy Dirt, a North Carolina-based organic produce grower and distributor, handles the majority of Altar Cross Farms’ sales, helping the Sykes family bring their organic berries to a wide network of wholesale and retail partners across the Southeast.

“In 2024, we saw a noticeable uptick in demand specifically for North Carolina–grown organic blueberries, which mirrors the national trend toward increased interest in organic berries overall,” says Alex Borst, Happy Dirt purchasing manager. “You can find Happy Dirt organic blueberries, grown by Altar Cross Farms, up and down the East Coast.

“We’re always working to develop new customer outlets because we know demand will continue to rise,” Borst continues. “From May through August, we’re proud to meet that need with blueberries from farmer-partners like Altar Cross, especially when the crop looks as good as it does this year.”

Altar Cross Farms is planted with a diverse varietal mix, including O’Neal, Duke, Legacy, New Hanover and Powder Blue to supports a harvest window stretching from mid-May through August.

Fair Food Certification

Altar Cross Farms also recently became Fair Food Program certified. The Fair Food Program is a partnership among farmers, farmworkers and retail companies that seeks to ensure humane wages and working conditions.

“When Happy Dirt brought it up to us, it just sounded like a really good fit,” says Morgan Sykes of the program. “It’s mostly just our family working here, but we have other folks who help out as well. And the whole idea behind Fair Food Certification, which is treating your workers right and making sure folks are taken care of, that’s already how we do things. So, it just made sense. It felt like a natural step for us, especially as we continue to grow.”

But despite the operation’s growth, Morgan Sykes says the family remains rooted in its founding values.

“We’re still mostly family doing this,” she says. “We’ve built the infrastructure to scale but kept our values the same.”

Del Fresco Pure to Attend Organic Produce Summit

Thu, 26 Jun 2025 20:22:18 GMT

Ontario-based greenhouse grower Del Fresco Pure, recently announced its inaugural participation in the Organic Produce Summit taking place from July 9-10 at the Monterey Convention Center in Monterey, Calif. Del Fresco Pure will be at booth No. 1002 showcasing its full line of organic greenhouse-grown cucumbers, tomatoes and peppers.

The company says it was proud to present its range of organic, greenhouse-grown produce to consumers increasingly concerned with sustainability.

“Our entry into the Organic Produce Summit marks a significant milestone for Del Fresco Pure,” says Ray Mastronardi, vice president of sales at Del Fresco Pure, in a news release. “We are excited to showcase our dedication to sustainable agriculture and introduce our greenhouse-grown produce to a broader audience.”

Del Fresco Pure will be showcasing its organic seedless English cucumbers at the event. They are free from seeds, certified organic and provide a healthy, convenient option for consumers, the company says.

“Our organic seedless English Cucumbers are a testament to our dedication to producing exceptional greenhouse-grown vegetables,” Mastronardi says. “We are committed to providing our customers with nutritious and delicious produce that meets the highest standards of organic greenhouse grown produce.”

In addition to its seedless English cucumbers, Del Fresco Pure also plans to highlight other examples of its offerings at the summit, including:

Organic tomatoes on the vine
Organic mini cucumbers
Organic rainbow sweet peppers

The company says it plans to highlight its recent Equitable Food Initiative Certification.

“Achieving EFI certification is a significant milestone for Del Fresco Pure,” Mastronardi says. “It reflects our ongoing commitment to creating a positive impact on our workforce and the environment. We believe that sustainable practices are essential to the future of agriculture, and we’re proud to be at the forefront of this movement.”

Pure Flavor Expands Organic Offerings with RedRoyals Sweet Cherry Tomatoes

Thu, 26 Jun 2025 19:30:32 GMT

Pure Flavor has introduced its latest organic innovation: Organic RedRoyals sweet cherry tomatoes.

This certified organic variety is grown in a high-tech, greenhouse environment, delivering bold flavor and dependable quality all year long, according to a news release.

Building on the strength of the RedRoyals brand, the launch of an organic variety was a natural next step, the grower says. Organic RedRoyals bring much-needed innovation to the organic category by combining the signature flavor, texture and visual appeal of the original with trusted organic, greenhouse-grown practices. As the snacking on-the-vine segment continues to show strong growth, this new offering meets consumer demand with vibrant sweetness, a crisp bite and a deep ruby red color that stands out, both on the shelf and on the plate, the release says.

“Today’s consumers want more than just organic — they want flavor, consistency and confidence in how their food is grown,” says Mike Glass, director of sales for Pure Flavor. “Organic RedRoyals check every box. They burst with natural sweetness and deliver that satisfying crunch shoppers love. Just as importantly, they’re grown with integrity using organic practices that reflect our core values.”

Organic RedRoyals also present an opportunity for organic shoppers to upgrade to a more flavorful, premium snacking experience, the grower says. Offering a superior taste profile and consistency, they are a step above typical organic options, allowing consumers to enjoy a better-flavored tomato without compromising on their values.

With their uniform size and eye-catching appearance, Organic RedRoyals are perfect for snacking straight from the pack, tossing into salads or brightening up a wide range of recipes. Their dependable quality is made possible through advanced greenhouse technology and a long-standing commitment to sustainable agriculture, the release says.

Pure Flavor says its organic produce is grown to the highest USDA Organic certification standards, and every crop is nurtured using natural pest control, organic-approved inputs and environmentally responsible practices. This allows for year-round production while minimizing the impact on surrounding ecosystems.

“Growing organically in a controlled environment gives us a distinct advantage,” Glass says. “We’re able to naturally protect plants and maintain ideal growing conditions to deliver exceptional flavor 365 days a year. Organic RedRoyals represent everything we stand for: superior taste, responsible growing and a better experience for consumers.”

The launch of Organic RedRoyals supports the long-term strategy of Pure Flavor to expand its organic portfolio with distinctive, flavor-forward products that raise the bar in the category, the release says. At the same time, the brand continues to educate consumers about the benefits of greenhouse-grown produce.

Pure Flavor will unveil Organic RedRoyals at the upcoming Organic Produce Summit in Monterey, Calif., July 9–10 at Booth No. 303. Attendees are invited to taste firsthand how this premium organic sweet cherry tomato is redefining what greenhouse-grown organics can deliver, in flavor, quality and sustainability.

Produce Industry Stalwart Shares Insight From 30-Year Career in Ag, Organics

Mon, 23 Jun 2025 12:39:06 GMT

Earlier this year, Driscoll’s announced that Senior Vice President of Global Human Resources and General Counsel Tom O’Brien would step down from his leadership role. O’Brien’s career spans several decades, and he’s played instrumental roles in food safety legislation, national organic standards and more.

O’Brien shared some of his career highlights and where he sees the future of organic produce in the latest episode of The Packer’s “Tip of the Iceberg” podcast.

He says that as conversations about organic began in the 1990s, O’Brien says the ultimate goal was to define what that term meant, though that took some internal deliberations and some feedback from the public.

“Ultimately, the rule came out in 2000 after I had left the Department of Agriculture,” he says. “Kathleen Merrigan and Keith Jones really got the final rules that met consumers’ dictatations together — which was the goal all along. That trust in the standards remains to this day, 25 years later.”

O’Brien says that as he and the USDA worked on those national organic standards, it often felt like criticism against conventional production.

“We’ve moved past that, and there’s a lot more comfort in ‘these are the organic standards and there’s conventional,’” he says.

But, after graduating from college and law school, did he ever expect he’d be where he landed?

“I really gravitated toward the produce industry — its dynamism, its market orientation just really appealed to me, and as a native Californian, I wasn’t from agriculture but I understood it better,” he says.

O‘Brien‘s time working on getting funding to support the winegrape industry in the fight against the glassy-winged sharpshooter was another influential point in his career, he says, and then another a major highlight was joining Driscoll’s after spending time with a law firm in Washington, D.C., that did a lot of work with the company.

“What I really loved working in government is being that kind of translator between really two different cultures — government officials and agricultural professionals — and getting them both to understand the other‘s world and what constraints they operate in and to achieve policy goal by bringing the two together in ways that they could talk to one another a little more effectively,” he says.

And he says he’s had a firsthand seat to watch the growth of the organic sector from first working on those organic standards nearly 30 years ago.

“I don’t know that anyone would have predicted it then, but it’s truly remarkable,” he says. “The organic brand is really strong, but it’s also fragile. At the end of the day, you know it’s strong in the sense that consumers have demonstrated a willingness to pay for rigorous standards and to pay for organics they trust. There aren’t a lot of certifications that really have that premium that comes with the certification.”

He says there’s also a potential threat if consumers don’t stand behind those rigorous standards.

“There’s always that hint that people are willing to accept pretty easily that USDA combined with Big Ag is going to water down true organic standards and that that is a danger,” he says. “If people don’t stay behind rigorous standards, that premium [for organics] could go away.”

Organic produce resonates most with younger shoppers, Fresh Trends 2025 finds

Mon, 02 Jun 2025 20:37:12 GMT

The majority of consumers still predominantly purchase conventionally grown produce or a mix of conventional and organic, according to results of The Packer’s Fresh Trends 2025 survey. Strawberries are the produce item most frequently reported to be bought organic, followed by bananas and potatoes.

When considering an organic produce purchase, price is the top factor for consumers, 64% of whom said they weigh if the organic item is worth the extra cost.

Interestingly, despite being most sensitive to food inflation, younger generations — Gen Z and millennials — much more frequently reported buying organic produce than older generations, with millennials — with the highest rate of reported purchases at 1 in 3 — saying the majority of their produce is organic.

Younger generations are also willing to pay a higher price for organic, with 17% of Gen Z and 14% of millennials indicating they would be willing to pay 25% to 49% more for organic, compared to just 3% of Gen X and 7% of baby boomers. Roughly 1 in 5 Gen Xers and baby boomers are unwilling to pay a higher price for organic.

(Photo: Dan Dalton/KOTO, Adobe Stock)

“As a market researcher, I’m not surprised that younger generations are willing to pay more for organic produce,” said Jonna Parker, vice president of the fresh foods group at Circana. “Gen Z has grown up in a world that looks wholly different from the people 10, 20 or 30 years older than them and, ultimately, what’s important to them is different.

“They have always lived in a world with personal variety and choice — from what music to listen to or what makeup or T-shirt to wear and the infinite number of choices in just those three categories — and they’re then frustrated that they don’t have those kinds of choices in produce.

“Organic is a choice. It’s a label. And while it does have meaning, the average American consumer doesn’t understand the science behind it. So, for better or for worse, ‘organic’ has become a descriptive word to younger consumers — a choice — like ‘artisan’ or ‘specialty,’” she continued. “And honestly, even the produce choice for them is often influenced as much by the variety, the brand or the organic label as it is by the availability of it.”

Organic produce resonates more with younger shoppers and they’re willing to pay for it.

(Graphic by Jeff Modean)

While baby boomers more frequently reported buying their organic produce at a regional chain and all other generations more often said they purchase organic at a chain superstore (i.e. Target or Walmart), Fresh Trends 2025 found that Gen Z, at 13%, is the generation most frequently indicating they also buy organic produce from a chain discounter.

“We’ve seen an uptick in smaller format, limited-assortment stores like convenience stores, budget stores and dollar stores starting to expand their produce,” said Parker. And while she said the older population may have a preconceived notion as to the quality of the fresh produce at these stores, the younger generation doesn’t share that bias.

For the sake of convenience, Gen Z buys produce where they are and at the same places they’re already shopping for other things, she said.

“And by the way, I think we are too quick to dismiss the quality and the offerings at other channels for fresh produce,” Parker added. “They have really upped their game. There are snack packs, value-add and, yes, even organics at discount and small-footprint stores that we previously wouldn’t have thought.”

Related: Get more insights by downloading the Fresh Trends 2025 report here.

Study shows promise for organic vegetable growers

Wed, 21 May 2025 17:57:28 GMT

Preliminary results from a from a two-year suggest high-residue cover cropping is “a promising tool,” according to a news release from the Rodale Institute’s California Organic Center. The study compared high-residue cover crops and termination methods on weed suppression, soil moisture retention and yield in organic vegetable production.

The center said the practice could help organic growers seeking to transition away from plastic mulch.

“I think this system has a future,” COC Research Director Arianna Bozzolo told The Packer.

Study overview and findings

The study compared two high-residue cover cropping mixes: oats and vetch, as well as oats and field peas. It also examined tillage or roller crimper termination methods.

Researchers compared these experimental efforts and a fallow control in 2023 and 2024. The cover crops were seeded in March, then terminated in June. Organic pumpkins were planted in late-June and early-July, then harvested in November. The test crop was under drip irrigation to simulate local growing conditions.

COC called the preliminary results promising. It reported the oat and field peas mix terminated via crimping had the most cover-crop biomass at 2,741 pounds per acre. Weed biomass was “significantly lower” in crimped cover crop plots compared to either the tilled plots or the control plot, the center noted.

On soil health metrics, the center said soil moisture was consistently higher in the crimped plots versus the others. This trend continued into the hotter parts of the summer as well. On yields, COC reported the oat and vetch cover crop — especially the crimped termination version — produced more pumpkins per acre.

“These findings suggest that even in the first year of transition, cover crop-based no-till systems — particularly those using oat/vetch mixtures — can support competitive yields while delivering additional soil health and weed suppression benefits,” COC concluded.

The study ran in Camarillo, Calif. Funding came from the California Department of Food and Agriculture’s Healthy Soils Program .

Study designed with growers in mind

Bozzolo said researchers try to keep the needs of organic growers in mind when designing studies. They chose oats as part of the cover cropping mix for their ability to produce a lot of biomass and selected legumes for the nitrogen fixation abilities, though there were other factors involved in the legume selection.

“I particularly like the peas because the peas can give an additional income to the growers,” she said, adding that many small farmers in the area have found success selling pea tendrils for salad and fresh markets.

“Especially here where we are so close to LA, it’s easy to reach out to local restaurants that are interested in these types of crops,” Bozzolo said. “It’s a little niche, something you don’t find in the store.”

Organic growers in California don’t often use cover cropping, she said. High-value specialty crops plus a year-round growing climate makes giving up two to three months for a cover crop unattractive, so Bozzolo said she tries to test cover crops that might hold an economic opportunity for growers.

Some commercial organic farms are trying cover cropping systems for the soil health benefits — but they approach it differently, Bozzolo said.

“Maybe they don’t allocate a whole three months for cover cropping, but they’re doing intercropping,” she said.

Bozzolo described it as looking like “a mohawk of cover crop” between rows of salad greens or broccoli, for example.

“People are trying to include [cover crops],” she said. “They are doing as much as they can to improve soil health, but it’s challenging here.”

Potential for all organic vegetables

While the study was targeted, and Bozzolo stressed the need for more research, she said the concept has the potential for wider application.

“The high-residue cover-cropping system is a system that can be applied to several different kinds of crops,” she said.

The COC research farm had another high-residue cover-cropping trial running on peppers, eggplants and zucchini, for example. However, Bozzolo said finding an efficient way to terminate the cover crops is a challenge.

“If we can find a way to terminate the cover cropping efficiently, that will a good step toward having this system that can be scaled up basically in every state where you can grow vegetables.”

Morning Kiss kicks off its organic melon program

Tue, 13 May 2025 15:43:49 GMT

Morning Kiss Organic announced May 12 the return and expansion of its organic melon program, which includes mini seedless watermelons, cantaloupes and honeydews. The company said that — with its sourcing coming from Mexico, California and North Carolina — the program is designed to deliver melons throughout the summer and into early winter.

“Nothing captures the essence of summer like fresh organic melon,” Nelly Czajkowski, sales manager at Morning Kiss Organic, said in a news release. “These fruits are not only delicious and healthy but also a smart way for retailers to boost organic sales during the peak summer months.”

Morning Kiss Organic called the outlook for this summer’s melon crop very promising, saying it expects excellent volume out of California’s Central Valley. Such volume would support robust promotional activity throughout July and August, it added.

Morning Kiss Organic’s season will run from May through early December, with East Coast-grown mini seedless watermelons available from late June through early August. The company said it is looking forward to bringing in melons from a North Carolina grower.

Happy Dirt Builds Organic Spring and Summer Supply Through Strategic Partnerships in North Carolina

Tue, 06 May 2025 15:54:54 GMT

As North Carolina’s spring crops hit peak volume and summer harvests approach, Happy Dirt reports a promising outlook for organic supply in 2025, thanks to continued expansion, strong grower partnerships, and a focus on season extension.

The Durham, N.C.-based organic produce distributor saw a 23.6% increase in farm purchases and a 25.3% increase in cases of organic produce sourced from North Carolina farms from 2023 to 2024. With 15% additional growth projected this year, Happy Dirt says its regional model is helping build consistency in supply while strengthening the local organic sector.

“Year-over-year growth allows our North Carolina organic growers to invest more in their operations, which translates into higher yields, new crop programs, and a more resilient supply chain for our customers,” said a representative from Happy Dirt.

Climate Advantage and Regional Season Extension for Organic Crops

North Carolina’s unique geography plays a key role. With three distinct climatic regions—coastal plain, Piedmont, and mountain—Happy Dirt is able to stagger production across climates and extend field-growing seasons well beyond the norm.

By working closely with its network of organic growers, the company creates crop plans aligned with market demand, allowing for extended availability of core items such as organic berries, cucumbers, greens, sweet potatoes, and tomatoes.

Growers extend their seasons by adjusting planting dates, investing in greenhouse and high tunnel infrastructure, and incorporating innovative storage solutions. This approach allows Happy Dirt to offer a reliable supply of local organic produce from April through December, with certain crops—like organic sweet potatoes and organic leafy greens—available year-round.

Spring Volume High for Organic Berries, Broccoli, and Lettuce

This spring has delivered strong performance in several key categories. The season’s standout performer has been organic strawberries. Growers adapted to early-season planting challenges and have seen exceptional yields, aided by a dry, disease-suppressing weather pattern and larger-than-usual berry varieties. Volumes are expected to remain strong through May.

Organic Lettuce and organic spring greens—including red and green kale, rainbow chard, and collards—are also in full production from central and eastern North Carolina. Meanwhile, organic broccoli, a crop historically challenged by Southeastern spring weather, has benefited from grower refinements in heat-tolerant varieties and planting schedules.

Summer Organic Crops on Track: Peppers, Tomatoes, Corn

Looking ahead, summer crops are showing early promise. Happy Dirt will again feature organic summer squash, cucumbers, grape tomatoes, and heirloom tomatoes, while building on specialty organic pepper programs that include shishitos, mini sweets, and poblanos—a diversification strategy that’s helping smaller growers reach new markets.

Eastern North Carolina’s organic bi-color sweet corn, grown by Happy Dirt Farmer-Owner Herbie Cottle , is expected to start the last week of May, arriving slightly earlier than last year. The crop benefits from careful succession planting and weather-driven pest management strategies.

Organic Blueberry Season and Ethical Sourcing Milestones

Organic blueberry volume from North Carolina’s coastal farms is expected to ramp up in mid to late May. Some of this supply is harvested by hand—a labor-intensive practice supported by Happy Dirt’s commitment to ethical sourcing. This year, the company will feature its first Fair Food Program-certified blueberry farm-partner, underscoring its investment in grower and worker welfare.

A Model for Regional Resilience

By leveraging geographic diversity and working collaboratively with organic farmers, Happy Dirt continues to strengthen its role as a reliable supplier of Southeastern-grown organic produce. With scalable growth and a commitment to extending the season, the company is helping to redefine what’s possible for organics in the Southeast.

Stay informed on Happy Dirt’s seasonal supply, grower updates, and mission-driven work— subscribe to their newsletter.

International Fresh Produce Association gives organic feedback

Fri, 25 Apr 2025 12:50:34 GMT

The International Fresh Produce Association says it emphasized the need for practical, science-based standards that support organic production while ensuring supply chain viability in remarks submitted for the National Organic Standards Board’s spring 2025 work agenda. The comments were developed in consultation with the association’s organics committee.

“Organic growers face unique challenges that require flexible, regionally aware, and evidence-based certification standards,” IFPA Director of Production and Environmental Policy Sara L. Neagu-Reed said in a news release.

“Our recommendations to the NOSB are designed to help safeguard organic integrity while ensuring that growers have practical tools and fair, consistent oversight that reflects the realities of organic farming today,” she continued. “IFPA thanks the NOSB for its work in advancing organic standards and looks forward to continued collaboration to support a transparent, science-based, and practical regulatory environment for organic produce.”

The association highlighted the following from its comments:

Support for risk-based certification improvements — IFPA supports developing updated training for certifiers and advocates for a data-driven, nuanced approach to classifying risk in organic operations.
Commitment to organic integrity — IFPA shared the best practices used by its members to maintain organic integrity, including comprehensive internal tracking systems, residue testing and transparent operational procedures. The association emphasized the importance of consistent, clear compliance resources and training for certifiers and producers.
Residue testing and contaminants — IFPA advised maintaining the current 5% Environmental Protection Agency tolerance threshold for pesticide residues to avoid market disruptions and noted the practical challenges of achieving zero-residue levels in fresh produce due to environmental contamination.
Ongoing Compost Standards Dialogue — IFPA reaffirmed its position supporting science-based, achievable biodegradability metrics in compost production and cautioned against restrictions that could limit compost availability for organic growers.

Additional comments submitted by IFPA addressed the status of several production and processing inputs, including carbon dioxide, pear ester, hydrogen peroxide, ammonium soaps, horticultural oils, pheromones, ferric phosphate, potassium bicarbonate, magnesium sulfate, potassium phosphate and inert ingredients in pesticide products.

Growth of U.S. organic marketplace accelerated in 2024

Thu, 24 Apr 2025 18:49:28 GMT

U.S. sales of certified organic products accelerated in 2024 with an annual growth rate of 5.2%, more than double that of the overall marketplace, which grew at 2.5% in the same period. Dollar sales for organic also reached a new high of $71.6 billion in 2024, according to the 2025 Organic Market Report released April 23 by the Organic Trade Association.

After two years of managing high inflationary pressure and significant supply chain recalibration coming out of the COVID-19 pandemic, the organic marketplace hit a new growth stride in 2024 with organic food sales totaling $65.4 billion and sales of organic non-food products totaling $6.2 billion, according to the association.

“When we look at the last two years, this is very good news that we are on the right trajectory with organic growing more than twice as fast as the total market,” Tom Chapman, Co-CEO of the Organic Trade Association, said in a news release. “While we have significant opportunities to drive organic’s share of the total market, we are seeing increased consumer adoption of organic and a positive return to industry growth, which are very good signs.”

A key trend influencing the growth of organic sales continues to be an increased desire for cleaner ingredients as consumers prioritize health and wellness for themselves and their families, the association said. This encompasses looking for “free-from” foods and products, such as free from chemicals, toxins and pesticides, hormones and antibiotics, dyes and unnecessary additives, as well as seeking out the USDA Organic seal.

In 2024, shoppers found that the gap between conventional and organic prices across categories including grocery and dairy had shrunk, making them more open to considering and purchasing organic. This includes an increase in organic purchases at mainstream grocery retailers where shoppers tend to be more price sensitive.

Organic produce continues its reign

At $21.5 billion, organic produce held its top spot as the standout category, continuing to be the primary entry point for consumers into the organic market, according to the association.

In 2024, the category accounted for 30.1% of total organic sales with a growth rate of 5.2% for the year. Berries remain the star of the organic produce category, with sales rising another 10.3% in 2024. Bananas also had a particularly strong year, with sales climbing 15.5%. New apple varieties and tropical fruits, such as mangoes, kiwi and pineapples, continued to gain momentum.

Not all produce categories performed as well, however. Organic packaged salad sales declined 4.5%, and lettuce and other greens also showed little momentum with a modest sales increase of only 0.8%.

Groceries overall still see strong organic growth

The second biggest selling organic food category was the grocery category, posting sales of $15 billion in 2024, achieving 4% overall growth. Bakery and fresh breads, the largest category, grew by 2.8%, driven by interest in artisanal products like sourdough.

Dry breakfast goods, the third-largest category, rose by 8.1% as consumers sought better-for-you options that align with family dietary goals. Baby food and formula is the second largest organic grocery segment at $1.6 billion and experienced a 3.8% sales increase in 2024 but was limited by supply and capacity constraints.

Consumers continued to show interest in cooking restaurant-quality meals at home. This trend, coupled with the perception of food as medicine, has driven demand for high-quality organic grocery ingredients. Younger consumers, particularly millennials and Gen Z, are also helping shape grocery sales trends by balancing health-conscious choices with quality and indulgence.

As the third largest segment, beverages are often cited as the organic category with the most innovation, and 2024 was no exception. Sales in the organic beverage market grew 5.2% to $9.5 billion, with new formulations following consumer trends in wellness and rising interest in low-sugar formulations with functional and sustainable ingredients. With ingredients like ashwagandha and mushrooms, low-sugar drinks, kombuchas, sports drinks, non-alcoholic offerings and protein-enriched smoothies all on the shelf, this category is expected to cross the $10 billion mark in 2025.

Beverage segments with the highest growth encompassed dairy alternatives (13.5%), tea (10.5%), and spirits, liquor and cocktails (10%). Although dairy alternatives recorded the highest growth rate (13.5%) across beverage categories, with just $850 million in sales, it remains far behind organic milk’s $3.9 billion watermark.

In the fourth category, organic dairy and egg sales rose by an impressive 7.7% to $8.5 billion in 2024. Organic yogurt, the second largest category in this segment, grew 10.5%, the second highest growth rate in the category in more than 15 years, while organic egg sales rose 16.1%. This growth is in part due to the avian influenza that has hit egg producers across the country, causing all egg prices to surge while leaving bare grocery shelves.

The growth in organic dairy and eggs reflects a strong consumer desire for clean ingredients and nutrient-dense products. Organic dairy and eggs align with the health-conscious trend, providing high-quality, clean protein options that resonate with shoppers, even when priced at a premium.

Organic certification holds strong consumer trust

While the number of claims and labels continued to expand in the retail aisles in 2024, including growth of regenerative, the USDA Organic seal remained a constant source of trust and confidence with consumers.

The research shows younger generations have an increased interest in transparency and sustainability-minded brands and consider the impact of production on both planet and people. Yet, research also shows that while consumers value all the attributes in organic, more education and visibility on organic attributes would help new consumers make the connection to all that USDA organic certification stands for.

“The key takeaway is that organic has high consumer recognition and the highest level of trust in a certification,” says Matthew Dillon, co-CEO of Organic Trade Association.

“To help increase adoption of organic, we need to enhance our consumer education that could be strengthened by adding product attributes to the USDA organic logo, such as an organic dairy company being able to call out ‘no growth hormones’ or ‘no antibiotics’ as part of the organic seal on their packaging,” Dillon said.

This type of attribute-focused marketing, Dillon noted, is the next step in growing consumer awareness and expanding the organic market overall and is a priority for OTA’s advocacy efforts on behalf of its members and the industry at large.

Superfresh Growers spotlights Orchard Buddies during Earth Month

Wed, 23 Apr 2025 15:09:11 GMT

With the arrival of Earth Month and the blooming of apple orchards, Superfresh Growers is highlighting its Orchard Buddies organic packaging line , which launched in late 2024 with an aim to attract families, find homes for smaller apples and share the company’s passion for sustainable farming.

“We had a mission to make organic apples more appealing to children,” Brena Mengarelli, content manager for Superfresh Growers, said in a news release. “We realized that the precious resources in and around our orchards and fields — animals, pollinators, trees, plants and clean air and water — could be woven into fun and meaningful stories. Stories about nature and sustainability also resonate with parents. Thus, the Orchard Buddies were born.”

That cast of furry and feathered friends is committed to sustaining their orchard home, collaborating with bees and ladybugs to implement integrated pest management practices, and ensuring native flowers thrive, the release said. As apple trees burst into bloom, pollinators take center stage, highlighting the crucial role of biodiversity in the orchard. The brand aims to educate consumers about sustainable farming while encouraging kids to eat more apples, said Superfresh Growers.

The line currently consists of organic gala and fuji apples, with plans to expand the offerings to additional varieties. The pouch bags are made from 100% low-density polyethylene, or LDPE, which is a recyclable material that can be returned to store drop-off locations or any facility that accepts film recycling.

During a debut presentation a the 2024 International Fresh Produce Association Global Produce and Floral Show, Superfresh Growers shared the bags and matching display cartons in a display. Equipped with Orchard Buddy stuffed animals and a custom children’s book touting “How the Orchard Buddies Saved the Bees,” the new packaging created a positive buzz, the release said.

Superfresh Growers said the Orchard Buddies initiative reflects its commitment to sustainability and education. By incorporating stories about nature and environmental stewardship, the brand seeks to connect with families on a deeper level; parents can feel good about providing their children with healthy, organic snacks, while kids can learn about the importance of protecting the environment and their role in sustaining it, the release said.