Fall 2022 ORGANIC REPORT 24 Data & Insights Study: U.S. Organic Has Work to do Abroad on Trust AS PART of Organic Trade Association’s partnership with Edelman to study organic trust among consumers in the United States, Edelman used its global reach to survey trust among consumers in five key export markets for U.S. organic producers: France, Germany, Japan, the United Arab Emirates, and the United Kingdom. The findings from this Organic Trust Barometer are critical in maximizing existing lucrative trade opportunities for U.S. brands, and will provide important background as we pursue updated equivalence arrangements with important trading partners. Particularly, these findings will inform the trade association’s ongoing consumer promotion efforts in these foreign markets, enabling our messaging to better resonate with consumers. For U.S. exporters marketing products overseas, these findings provide equally valuable insights into consumer understanding of organic in these foreign markets, especially in comparison to their locally regulated organic products. It should not come as a surprise that consumers in all markets (with the exception of the U.A.E) have a higher degree of trust in their domestic organic seal; however, trust in the USDA seal was also fairly strong in these international markets. Noticeably, trust in the USDA organic program was lower in France, Germany, and Japan throughout the survey responses. Certainly, there is cultural precedent for these results. While trust in local food systems tends to be higher than in imported products Trust in USDA Organic Label—International Markets (Shown: Percent Selected) The Seal is Less Trusted in the EU and Japan and More Trusted in the U.S. and UAE High Trust Neutral Low Trust Don’t Know 50 U.S. Gen Pop 47 UK 41 France 25 Germany 31 Japan 69 UAE 58% 56% 49% 41% 42% 73% 28% 28% 33% 40% 40% 22% 9% 9% 9% 16% 11% 4% 5% 6% 8% 3% 8% 1%
RkJQdWJsaXNoZXIy MTY1NDIzOQ==