This year’s Inside Organic Summit, set for June 4, 2024, focuses on a critical issue at the heart of the organic industry: effective communication about the benefits of organic products. Despite widespread belief in the superiority of organic goods for both health and environmental reasons, the industry faces significant hurdles in conveying these benefits to the public.
A decentralized approach to marketing organic benefits has added to the confusion that consumers face. Research shows that consumers have higher levels of trust in the certifications they are most familiar with. The USDA found that 70% of consumers trust the USDA organic seal—the most trusted agricultural label and the second-most trusted food label, second only to the American Heart Association’s iconic checkmark. This further underlines the need for a strong, unified approach to messaging the benefits of USDA organic products to consumers—but how to make it happen?

One approach to improving organic messaging has been toolkits aimed at educating retailers, consumers and brands. These toolkits include the USDA National Organic Program (NOP) Organic Consumer Outreach Toolkit, Organically Grown “Organic is the Answer” Open Source Toolkit and the Organic Trade Association (OTA) Organic Opportunity Communications Toolkit. With multiple agencies across the industry launching toolkits aimed at improving messaging, the future is ripe with opportunity. This year’s Inside Organic Summit, curated by Content Marketing Director Nancy Coulter-Parker, is rich with expert insights aimed at dismantling barriers and leveraging new market opportunities.

Organic messaging barriers, opportunities and partnerships

The OTA and Euromonitor International study Consumer Perception of USDA Organic and Competing Label Claims was published earlier this year and focused on how consumers shop and why they choose certain labels over others. As consumers increasingly connect personal health with the health of the planet, NIQ has reported more growth across the store in products that have “Better For” claims, including environmental, sustainable packaging, animal welfare and social responsibility over the last four years. While inflation impacted prices across the store, pricing on “Better For” products, including organic, are more resilient and stable. Their demographics of organic purchasers provide food for thought, too. Millennials and Gen Z are focused on sustainability, people and planet and are reshaping the future for organic through their shopping values.

Part of successfully messaging organic is the opportunity to use metrics, research and data. One aspect of data reporting is Life Cycle Assessments (LCA’s), and yet, LCA’s do not always produce favorable results for organic ingredients. Businesses use this as a goal for metrics and yet organic is often devalued through the measurement process. Experts in the organic field have been working for a ‘whole systems benefit’ approach when addressing sustainability metrics, making it easier to look at the entire picture of producing a product.

While regenerative is a buzzword, what at times gets lost is understanding organic is regenerative, with Regenerative Organic Certified as the highest bar. Data shows that certified organic meets the goals/vision of regenerative agriculture, and many regenerative agriculture practices are required for the organic certification. It’s no wonder most companies/consumers are confused. Biodiversity is simply the name of the game, and this is where Regenerative Organic Certified farming shines. Thanks to a partnership with Whole Foods Market and Mad Agriculture, the companies aim to increase biodiversity on US farms through the installation of prairie strips. Prairie strips are linear perennial plantings of prairie grasses and wildflowers strategically integrated into row crop fields.

Interested? A snapshot of the summit can be found below:

Session 1: Trends and consumer research
Speakers:
Sherry Frey and Maria Maysonet from NIQ and
Tom Chapman, Co-CEO of the Organic Trade Association,

Session 2: Overcoming barriers to messaging: Life cycle assessments, research and metrics
Moderator: Amber Sciligo, Director of Science Programs at the Organic Center
Speakers:
Tina Owens, Vice President, Agriculture Transition, Intrinsic Exchange Group
Adam Kotin, Managing Director, Soil and Climate Initiative
Kathleen Merrigan, Executive Director and Professor, Arizona State University / former Deputy Secretary and Chief Operating Officer of the US Department of Agriculture.

Session 3: Talking about Regeneration: How to talk about organic & regenerative together, for people, planet & animal welfare
Moderator: Nancy-Coulter Parker, Content Marketing Director at New Hope Network
Speakers:
Elizabeth Whitlow, Executive Director, Regenerative Organic Alliance
Kendra Klein, Deputy Director of Science, Friends of the Earth
Brise Tencer, Executive Director, Organic Farming Research Foundation.

Session 4: Uniting the retailer, brand and farmer to enhance biodiversity while addressing sustainability goals.  A farm-to-shelf case study.
Moderator: Elizabeth Candelario, Chief Strategy Officer, Mad Agriculture
Speakers:
Nijia Zhou- Climate Principal, Whole Foods Market,
Luke Peterson- Regenerative Organic Farmer, A-Frame Farm
Emily Griffith- Founder & CEO, Lil Bucks

Don’t miss the chance to be part of this pivotal event in the organic industry. Engage with thought leaders, gain exclusive insights and help shape the dialogue around the future of organic.

Register now to secure your spot at the Inside Organic Summit 2024 and join us in elevating the conversation around organic products and their place in the market. Your participation is crucial in driving the organic movement forward. Join us as we explore, educate and inspire—together!

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