Tom Chapman, Co-PDG of the Organic Trade Association (OTA), spoken at the Summit of sustainable foodsheld in San Francisco, CA, in January. He took the time to answer a few questions for Whole foods Readers magazines on the latest people in the organic food category.
Whole Foods Magazine (WF): What demography buys organic foods?
Chapman: The strongest demographic cohorts for the purchase of organic foods are households with higher income ($ 100,000 +) and younger generations, such as generation Z and generation Y. When these groups overlap, the consumer base is particularly strong. Interestingly, generation Z stands out to prioritize organic purchases regardless of household income.
WF: Are consumers still feel organic is more expensive than non-organic?
Chapman: Biological foods are generally more expensive than non -organic due to the costs associated with agricultural practices that improve soil health, protect the quality of drinking water, support biodiversity (like singing birds) and avoid pesticides and toxic synthetic fertilizers. In addition, biological crops are separated from conventional crops throughout the supply chain ensuring that the consumer draws the personal advantages of this product, but the costs are added by adding exclusive to the organic. Despite this, consumers are ready to pay a bonus for organic. In fact, 43% of the general population agrees that organic is worth the additional cost, by 50% among the young generations. Compared to other complaints, the highest biological rankings, with more than 20% more consumers being in agreement, this is worth the premium that the next closest complaint (raised without antibiotics) and more than 65% more than the following third-party complaint (non-OGM).
WF: How can biological foods not only stimulate sustainability, but also redefine the retail sales experience?
Chapman: Beyond its sustainability advantages, biological foods have opened the way to avoid ultra-transformed foods, which are increasingly looking for links with negative health results. For example, the ban on California in 2024 in four food additives highlighted their risks, but biological foods have long excluded these food additives and many others. Organic offers a healthier and less transformed option coupled with sustainability advantages, which resonate with emerging consumer trends, such as GLP-1 public in search of healthy and less processed foods.
WF: From the pandemic, consumers focus more on a healthy lifestyle. Have buyers changed the way they consider organic as part of their diet?
Chapman: During the first year of the pandemic, organic products experienced significant growth. However, this has slowed down during the following years, because consumption out of home has exceeded pre-pale levels and inflation had an impact on consumption expenses. In 2024, organic sales resumed growth, exceeding the growth rate of the total store. Organic remains well positioned to approach current debates on ultra-transformed foods and healthier regimes, offering solutions already integrated into its standards.
WF: What are the perceptions of the consumers of organic and competitive labels of the USDA?
Chapman: The organic label of the USDA is largely considered as the ordeal for confidence, associated with the avoidance of chemicals and to offer perceived nutritional advantages. The other certifications that resonate with consumers include the verified non -GMO project, the American Heart Association’s cardiac auditor and labels related to the diet such as gluten and kosher. However, consumer perceptions do not always align with the real definitions or the planned objectives of these labels. Although many in the retail and sustainability spaces speak of regeneration, we have not seen strong familiarity, importance or a desire to pay consumers. Although confidence in organic USDA remains high, it is possible to educate consumers and fill the gap between their interpretations and the real meanings of labels thanks to a clearer communication.
WF: What consumer trends, if necessary, do you see?
Chapman:: Consumers continue to prioritize personal health benefits, with growing attention to environmental demands, especially among the young generations. However, these young consumers are less willing to pay a premium for environmental complaints alone if it increases the cost of products. For the future, products that combine health and environmental benefits will probably become the favorite choice for consumers
WF: Do you think that the new Washington administration can have a positive or negative effect on the category of organic products?
Chapman: Organic agriculture is an essential element of the American agricultural landscape and has bipartite support. For example, under the previous Trump administration, we have worked on key regulatory updates, such as the rule of strengthening organic application, which represented the most important revision of organic standards since their initial publication.
About Tom Chapman
Tom Chapman is co-PDG of the Organic Trade Association (OTA). He joined the Trade Association in April 2022, offering 20 years of experience in industry with expertise in policy and certification. With the board of directors and CO-PDG Matthew Dillion, he is responsible for the definition of the mission of the association and the establishment of shared objectives for OTA member companies. Chapman directs the association’s regulatory and technical work, oversees the development of association programs and products and is responsible for operations and financial management. It represents both the association and organic trade on an official basis when they interface with the members of the congress, the executive power, the media, the stakeholders and the strategic allies. Chapman has a strong understanding of organic principles and standards and has had career dedication to biological industry, including experience in biological certification and supply chains. He began his career at Quality Insurance International (QAI), working on international organic export programs and USDA accreditation. Chapman and his teams obtained more than a billion pounds of organic ingredients during his 15 years of supply chains with premium sauces and seasoning of Kinder, Clif Bar & Company and Numi Organic Tea. He has actively engaged in the organic ingredient supply chain, meeting farmers and manufacturers to encourage and support the continuous growth of organic hectares to ensure that supply meets growing demand. Chapman served and chaired the National Organic Standards Board and California Certified Organic Farms Certification Services Management Committee. He also sat on the board of directors of Mercaris and the California Organic Products Committee.
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