Organic Trade Association

In 2004, the U.S. organic food industry was experiencing a decelerating rate of growth in the sales of natural and organic foods. The Organic Trade Association asked Changing Tastes to help reverse this trend. We worked with leading organic food companies to develop a strategy to reaccelerate the growth of sales by focusing on the health benefits of organically grown foods and the absence of harmful additives – a precursor to today’s Clean Ingredient movement – and shifting away from a focus on pesticide use on farms.

The new marketing strategy – coupled with a program of nutrition research – set the stage of a decade of record growth and sales in the natural and organic food industry.

Our work included partnering to create the Organic Center, a new nonprofit center focused on researching and communicating the nutritional benefits of organically grown foods, which remains the go-to source for science research on organic food and farming.