The U.S. organic sector is experiencing powerful momentum, proving that consumer demand for transparency, health and sustainability has evolved from a niche preference into a primary economic driver.
According to the Organic Trade Association’s 2026 Organic Market Report, U.S. sales of certified organic products accelerated to a record-breaking $76.6 billion in 2025. Boasting an annual growth rate of 6.8%, the organic market expanded at double the pace of the conventional marketplace, which grew at 3.4%. This marks the third consecutive year that organic has outpaced the total market, proving that shoppers remain highly committed to prioritizing their health and the planet.
At the center of this thriving marketplace is organic produce, which firmly holds its position as the industry’s standout leader. Generating $22.7 billion in 2025, produce accounts for nearly 30% of all organic sales and serves as the primary entry point for new organic buyers. Within the produce aisles, specific items are seeing remarkable surges: Organic berries remain a key category hero, reaching $4.4 billion (a 10.5% increase), while organic bananas experienced double-digit growth of 12.6% to cross the $1 billion milestone.
Fueled by a growing consumer desire for cleaner ingredient profiles and a deep-seated trust in USDA Organic seal, the organic produce sector continues to shape the future of how families shop.
Bananas: Riding the Fair Trade and Organic Wave
Reflecting the broader industry trend of surging banana volumes reported by OTA, the demand for ethically and sustainably grown fruit is reaching new heights. Retailers are increasingly upgrading their programs to merge environmental standards with social responsibility.
“North America has been going bananas for organic Fairtrade bananas certified by Fairtrade International,” says Kim Chackal, co-owner and vice president of sales and marketing for Equifruit. “In recent years, we’ve seen consistent growth in organic and Fairtrade banana volumes, with a 15% increase in Fairtrade banana volumes in the U.S. (2022-25) and a 294% increase in Fairtrade organic banana volumes in Canada (2020-25). Major retailers are driving this growth by switching their organic banana program to organic Fairtrade. This growth reflects consumer demand for health-conscious and environmentally sustainable food choices, and Equifruit is here to meet that demand.”
For Equifruit, maintaining strict integrity is foundational to scaling up alongside this rapid market expansion.
“Growth and standards aren’t a trade-off for Equifruit; they’re the same thing,” Chackal says. “We’ve never treated Fairtrade and organic as features we can dial up or down depending on the season or conditions. They’re the standards the company is built on, verified by independent third parties and audited regularly. When people ask how we scale this fast without cutting corners, the honest answer is that there are no corners to cut. We have one model: 100% Fairtrade, with conventional and organic offerings. Our job is to keep delivering on that, coast to coast, without ever asking farmers to settle for less.”
Navigating the Price Gap
As inflation remains a primary concern for retail shoppers, organic producers face the dual challenge of keeping their products accessible while satisfying a consumer base whose motivations are becoming increasingly complex.
“We know price is a real consideration for shoppers right now, and keeping organic accessible is a priority for us,” says Ken Silveira, president and CEO of Grimmway Produce Group. “We’re constantly looking for ways to close that gap and bring more consumers into the organic category — without cutting corners on the quality and supply reliability our customers count on. That balance is what makes our program worth choosing for the long term.”
Silveira notes that the modern organic shopper is no longer just looking at individual health benefits but is linking personal wellness directly to environmental practices.
“I think it’s become a mix of both, and for most organic shoppers, they’re really the same conversation,” Silveira says. “What started as a clean-eating choice has grown into a broader lifestyle rooted in transparency: what’s in their food, and how it was grown. These values tend to run deep, passing from parents to kids in ways that are quietly reshaping how whole families shop over time.”
However, delivering on this promise requires precise execution across a sensitive supply chain, particularly when balancing retail shelf life with rigid organic certifications.
“Organic and long shelf life can work against each other by nature,” Silveira says. “The standards that define organic farming leave a smaller margin for error across the entire supply chain. Bridging that gap without compromising what makes organic worth choosing is where the real work happens. That means precision at every step — growing, harvesting, handling and cold chain management — all have to be dialed in. We’ve invested heavily in getting those fundamentals right, because in organic, shelf life is won or lost long before the product ever hits the store shelf.”
Consistency and Reliability: The Foundation of Organic Onions
Organic onions represent another high-volume baseline for retail performance where consistency and food safety are nonnegotiable.
“Everyone buys onions; it’s one of the top tonnage items in a store, so price points, quality and reliability are key,” says Derrell Kelso, manager for JJB Family Farms. “All healthy store locations move good tonnages of onions. Onions go with everything but ice cream, so opportunities are everywhere with the onion.”
To capture this year-round demand, JJB Family Farms supplies over 3,200 California retailers.
“Our year-round organic program is supplied by growers that have been growing for us throughout the years, and some just started recently,” Kelso says.
The backbone of its organic success relies heavily on strict operational metrics and an unyielding commitment to corporate culture.
“Standards lie in consistency — sizing and QC, which we do very well — reliability, price point and a culture that lives to work for a customer bringing excellence,” Kelso explains. “Depending on the store’s location and corporate expectations, price points are competitive, reasonable and stable.”
