Young American consumers care about their food, but they’re also entirely baffled by what they’re eating. When brand consultancy BFG surveyed 300 shoppers in late September, they found that nearly 70 percent were buying some organic food, but only 20 percent thought they could define what “organic” means. Organic foods are grown or raised without the use of inorganic pesticides or genetically modified seeds.
BFG, whose survey respondents were mostly under 35, found that more than half qualified as “concerned, but confused.”
“What I think we’re seeing in grocery stores is that consumers are ultimately idealists,” explains BFG CEO Kevin Meany. “They desire honesty. They want to believe. They trust the label, and they’re willing to pay more based on that for something like ‘all-natural’ even though they’re not totally sure what it means.”
Read the full, original article: Americans Will Pay More For Organic, But They Also Have No Idea What “Organic” Means