Organic food in large scale - organic food outlets in the USA impress with size

by Karin Heinze

Fotos: Karin Heinze

The United States is the world’s biggest organic market. According to information from the Organic Trade Association OTA, sales of organic food and drinks and natural cosmetics in the 50 federal states amounted to 31.5 billion US dollars in 2011. This is 9.5% growth over the previous year.

Non-food articles such as natural cosmetics or pet food accounted for some 2.2 billion US dollars of this. OTA forecasts growth rates of 9% and higher for 2012 and 2013. The organic sector is defying the strained economic situation and growing against the trend. Current studies show that so far the specialist trade channels, natural products stores and health food stores have even managed to grow by two-figure amounts in 2012.

The American organic food sector has a history of similar length to the German: it started in the 1970s with partly unconventional concepts. Food co-ops, small specialist stores, stands at farmers markets and direct sales from the farm were the classic marketing channels for a long time. In the course of the years, the manufacturers became more professional and the stores enlarged their sales areas. In 1980,Whole Foods Marketcreated a concept that with current sales of more than 10 billion US dollars ranks as the most successful company in the world for marketing organic and natural products.

The organic sector in the United States differs in one fundamental aspect from the German organic sector: The specialist trade there does not sell mainly or only certified organic products. The organic share for the various types of store is estimated at between 40% and 80%. The shelves contain both products with the official organic label (USDA) and products classed as “natural” or “all natural”, and there are special arrangements for meat and fish. Compliance with the USDA standards is guaranteed by certification organizations,but there are no legally-defined standards for “all natural”. The Natural Products Association (NPA) has so far only developed standards and a label for cosmetics and body care and for detergents and cleaning agents .Food and food supplements are governed by a Code of Ethics that, for example, obliges NPA members to sell only healthy products and to save resources and the environment.