09Sep2009

What IS Organic Anyway

IF IT’S ORGANIC, it costs more. That was the highest level of consensus reached among the 779 shoppers who responded to a survey done for us by Phil Lempert, food trends editor and correspondent for NBC News’ Today show last month.

Phil does regular surveys of consumers on his website at www. supermarketguru.com. It’s definitely worth checking out. Anyway, shoppers were asked, “What does ‘organic’ mean to you?” They were given a long list of options, and told they could check off more than one. Here’s the percent of responses to each of the options:

Higher cost, 10%; better for the environment, no antibiotics, no pesticides, 9% each; all-natural, hormonefree, 8% each; natural pesticides/fertilizers, and no artificial flavors/colors, 7% each; non-GMO, preservativefree, 5% each; always the healthiest option, better flavor, better nutrition, free range, limited pesticides, 4% each; international standards, locally produced, no trans-fats, 1% each; no sodium, 0%.

Okay, given this mass confusion, will shoppers buy more organic and natural foods over the next year? Some 46% said “yes,” with 44% saying “about the same” and 11% saying “less.”

Finally, Phil asked his panel if they would prefer to see organic and natural products sold in their own separate sections, or mixed in with everything else. To our surprise, 46% want them sold separately, 32% want them mixed in, and 23% don’t care.

By the way, if you want to find the real definitions for natural and organic, you’ll find plenty with a quick search of the Internet. But we personally like the definitions offered at the Publix website, www.publix.com. On the upper left, click on Wellness & Pharmacy, then Greenwise Market.