The Organic Trade Association (OTA) recently did a survey to see what claims are more effective with consumers. Overall, the survey results indicated that consumers need the organic certification process to be spelled out more clearly in a way that is easily understood.  Consumer knowledge seems to be specific to certain foods such as meat or dairy, and greater transparency is needed for all foods. More specific label claims such as “cruelty-free”, “plant based” and “all natural” seemed to resonate more with consumers. This may show an opportunity for USDA to work more closely with consumer products companies to align on meaningful label claims.

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Posted on 18 April 2022