78% OF US FAMILIES SAY THEY PURCHASE ORGANIC FOODS

Seventy eight percent - more US families than ever before - say they are choosing organic foods, according to a study published today by the Organic Trade Association (OTA). "In a time when the severity of the economy means making tough choices, it is extremely encouraging to see consumers vote with their values by including quality organic products in their shopping carts," said Christine Bushway, OTA's Executive Director and CEO. The finding is one of many contained in OTA's newly released 2011 U.S. Families' Organic Attitudes and Beliefs Study. "It's clear that with more than three-quarters of U.S. families choosing organic, this has moved way beyond a niche market," Bushway added.

According to the study, four in ten families indicate they are buying more organic products than they were a year ago. The findings are in line with those in OTA's 2011 Organic Industry Survey, which revealed that the US organic industry grew at a rate of nearly eight percent in 2010. Fueled by consumer choice and demand, the organic sector is one of the few components of the U.S. economy that continues to add jobs.

Nearly half (48%) of parents surveyed revealed that their strongest motivator for buying organic is their belief that organic products "are healthier for me and my children." Other motivators for purchasing organic included concern over the effects of pesticides, hormones and antibiotics on children, and the desire to avoid highly processed or artificial ingredients.

Nearly a decade after the federal rules for organic were implemented, 72% of parents are now familiar with the USDA Organic seal, up significantly from 65% in 2009. However, the study also found that three in ten US families are new entrants to the organic marketplace. This figure is consistent with prior years' findings, and indicates a need for continued outreach and education on the verified benefits offered by organic agriculture and products.