To better engage younger consumers, further maximize the impact of the organic seal and drive sales, [Matthew] Dillon urges industry stakeholders to “refresh” how they talk about organic to better engage younger consumers.

“We have been around as a federal seal since 2002 … and there is a risk of being seen as that ‘boring old thing,’” said Dillon. “The organic sector has sometimes perpetuated myths that don’t really serve us in the long run”

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Simultaneously, OTA is lobbying Congress for the ability to callout within the seal the single-attribute claims that consumers most care about which are included in the organic certification, such as non-GMO or made without antibiotics.

“Right now, a brand can’t say ‘no antibiotics’ around the seal, or ‘no growth hormones’ or ‘non-GMO.’ The USDA does not allow that in the statute for Organic. We are starting to lobby Congress to change that because those are statutorily-approved talking points at the retail level and elsewhere. We want to be able to put that on pack and simplify things for producers,” Dillon said.

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