OTA.COM 29 55% 79% The next 18–24 months could be particularly dynamic for food and agriculture. As we learn to manage COVID and develop our “new normal,” consumer purchasing patterns may shift yet again. Concurrently, the food and agriculture policy landscape is also changing rapidly. The Infrastructure and Build Back Better Bills could provide significant new resources for sustainable agricultural practices, and the next Farm Bill process has already begun. New financial regulations and reporting guidelines on ESG (Environment, Social and Governance) goals will require companies to demonstrate the value and effectiveness of the commitments they have made on environmental and labor. Each of these initiatives provide opportunities for the organic industry to demonstrate how organic can help achieve both personal and policy priorities. Based on the results of our survey, there are also significant opportunities to tell that story to new audiences, and in new ways. Ambassador Darci Vetter is the former Chief Agricultural Negotiator at the U.S. Trade Representative (USTR) and Deputy Under Secretary at the U.S. Department of Agriculture (USDA). She is now Senior Advisor, Agriculture, Food and Trade at Edelman Global Advisory. FAMILIARITY WITH ORGANICS (Shown: % Top Two Familiar) TRUST IN ORGANICS (Shown: % Top Three Trust) PURCHASES ORGANIC OR CONVENTIONAL PRODUCTS (Shown: % Top Two Buys Organic, Top Two Buys Conventional) They are more familiar with organics. They are more trusting of organics. They are more likely to purchase organics. US Gen Pop US Food Forward Familiarity with Organics Sector Trust in Organics Sector Tend to Buy Organic Tend to Buy Conventional 31% 62% 31% 48% 46% 35% PERCEPTIONS OF GOVERNMENT OVERSIGHT OF ORGANICS INDUSTRY—US GEN POP (Shown: % Top Two Agree) Say that the USDA should review and update the organic standards periodically Expect organic standards to be updated to reflect evolving understandings about soil, climate, toxicology, animal welfare, etc. 89% 87%
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