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Organic Trade Association study: 8-in-10 U.S. parents purchase organic products

BY Jason Owen

WASHINGTON — A study conducted in mid-January by the Organic Trade Association shows U.S. families are increasingly embracing organic products when they shop. The study also showed increased trust in the U.S. Department of Agriculture Organic seal to properly label organic products.

"More and more parents choose organic foods primarily because of their desire to provide healthful options for their children," said Christine Bushway, OTA’s CEO and executive director.

Not only are more consumers choosing organic products at least sometimes, but the majority of those buying organic foods also are purchasing more items than a year earlier. New entrants to buying organic now represent 41% of all families — demonstrating interest in the benefits of organic food and farming is on the rise.

Produce continues to be the leading category of organic purchases, with 97% of organic buyers saying they had purchased organic fruits or vegetables in the past six months. Breads and grains, dairy and packaged foods were also frequently cited (all scoring above 85%) among those who purchase organic. Families choosing organic foods are increasingly important to retailers of all types, with organic buyers reporting spending more per shopping trip, and shopping more frequently than those who never purchase organic food.

Consistent with findings from previous studies, nearly half (48%) of those who purchase organic foods said they do so because they are "healthier for me and my children." Additionally, parents’ desire to avoid toxic and persistent pesticides and fertilizers (30%), antibiotics and growth hormones (29%), and genetically modified organisms (22%) ranked high among the reasons cited for buying organic products.

Awareness of the USDA Organic seal has also grown, with more consumers more likely to look for the seal when shopping for organic products. Moreover, more than 4-in-10 parents (42%) say their trust in organic products has increased, versus 32% who indicated this point of view a year ago. In fact, younger, new-to-organic parents are significantly more likely to report improved levels of trust in organic products.

"Consumer trust is on the upswing for organic as the gold standard when seeking to avoid toxic and persistent pesticides, antibiotics, synthetic hormones, genetically engineered ingredients, and additives," Bushway added.

Study findings, gathered in partnership with KIWI Magazine, are based on responses from 1,239 U.S. households about their attitudes and behaviors related to organic foods. The report provides in-depth information about organic consumers’ demographics, purchase motivation, labeling comprehension, shopping patterns and more.

The 2013 "U.S. Families’ Organic Attitudes and Beliefs Study" is available for purchase by visiting OTA’s bookstore (OTA.com/bookstore/2.html).


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Triscuit updates product line with Brown Rice crackers

BY Jason Owen

EAST HANOVER, N.J. — Triscuit announced this week a new line of crackers that adds brown rice to its traditional wheat cracker.

New Brown Rice Triscuit crackers are made with 100% whole grain brown rice and wheat, and pieces of sweet potato and red beans mixed in. Brown Rice Triscuit crackers contain 21 g of whole grain per 29 g serving. The new line of crackers does not contain high fructose corn syrup, hydrogenated oil, cholesterol or artificial flavors.

Brown Rice Triscuit crackers are available in five flavors:

  • Brown Rice Triscuit seasoned with Tomato & Sweet Basil

  • Brown Rice Triscuit seasoned with Sea Salt & Black Pepper

  • Brown Rice Triscuit baked with Red Bean seasoned with Roasted Red Pepper

  • Brown Rice Triscuit baked with Red Bean seasoned with Savory Red Bean

  • Brown Rice Triscuit baked with Sweet Potato seasoned with Roasted Sweet Onion

Brown Rice Triscuit are available in the cracker aisle at retailers nationwide and sell for a suggested retail price of $3.69.


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Adweek: Diet Pepsi offers limited-edition can design; exclusive Target stores promotion

BY Jason Owen

NEW YORK — In an exclusive sit down with Adweek, Amy Spiridakis, director of marketing for Diet Pepsi, spoke about recent rebranding efforts from the beverage maker, a new limited-edition can design for Diet Pepsi and an exclusive partnership with Target coming up in May.

According to the ‘Fast Chat’ with Spiridakis, Diet Pepsi has partnered with HGTV star Vern Yip to release 7.5-oz. cans of Diet Pepsi with a home decor-inspired look featuring a blue and gray print and a peacock. And then in May, Target will run an exclusive offer with the Vern Yip design.

"In May, Target actually will run an exclusive program where consumers who buy Diet Pepsi will get a set of six coasters that have the Vern Yip design printed on them," Spiridakis told Adweek.

According to Adweek, the Diet Pepsi mini-cans will be available in 8-packs for the next couple of months.

PepsiCo has made other recent branding moves when the company announced last week it is updating the shape of its 20-oz. bottle for the first time in almost 20 years.

To read the full interview with Spiridakis, click here.


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