Organic Trade Association
The Organic Trade Association (OTA) is the membership-based business association for the organic industry in North America. Focusing exclusively on organic agriculture and products, OTA stays on top of the issues that affect organic trade and takes action as necessary on behalf of its members, connecting them to market trends and industry news, regulatory and legislative advocacy, and consumer education, marketing and public relations resources. OTA's mission is to promote and protect ORGANIC with a unifying voice that serves and engages its diverse members from farm to marketplace. Our mission sets the stage for work on behalf of the diverse organic business community we serve. OTA represents businesses across the organic supply chain and addresses all things organic: food, fiber and textiles, personal care and pet products, and new sectors as they develop. Since its inception in 1985, OTA has been a key player in shaping both the regulatory and market environment for organic products. OTA works to develop markets for organic products, protect the integrity of organic standards, and foster consumer confidence in the organic label. Organic Trade Association: OTA.com Organic business directory: TheOrganicPages.com Directory of U.S. organic exporters: USOrganicProducts.com Global Organic Trade Resource Guide: GlobalOrganicTrade.com U.S. consumer education: OrganicItsWorthIt.org Organic Check-off: GROorganic.net Canadian consumer education: OrganicBioloqique.cawww.ota.com
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Search complete. 7 mentions across 4 episodes found for "Organic Trade Association".
Nov 3, 2026
Errol SchweizerHOST
Matt, anything you want to add to that?
Matt CohenGUEST
Yeah, I think just to add on to that, because a few of our team members were actually in Washington, D.C. earlier this week with OTA or the Organic Trade Association and also advocacy up on the Hill as part of the overall agenda.
Matt CohenGUEST
And I think the discussion of topic that really just got me fired up is that we're having this conversation around organic and regenerative organic agriculture and how it's an option for consumers where in the reality for consumers, this shouldn't be an option.
Matt CohenGUEST
This should be a standard around accessibility and having this as a standard for every single consumer, regardless if you're in middle of America or if you're in the Sunbelt or regardless of your background, you should have access to these types of ingredients.
Marci ZaroffGUEST
And I think we've lost some of the methodologies and principles around what Rudolf Steiner and Rodale always was about, was biodynamic, was organic and regenerative, not one or the other.
Marci ZaroffGUEST
When that path-- and I was on the board of the Organic Trade Association for many years.
Marci ZaroffGUEST
You know, I did a lot of policy work in Washington and, you know, we helped build the organic standard, the NOP, and working with, you know, the USDA.
Marci ZaroffGUEST
I helped launch the Organic Fiber Council for the Organic Trade Association and write the GOT standard.
Marci ZaroffGUEST
And I think just through sort of all the work, you know, we realized that we all have to work together.
Marci ZaroffGUEST
But what started happening is those who wanted that continuum and more and more started to form kind of an extension of organic, and the first kind of chapter was, we need to get back to regenerating, and we need organic and regenerative.
Jeff AlleyHOST
A new website is available that supports the organic sector and helps handlers contribute to a stronger, more resilient organic future.
Jeff AlleyHOST
According to California Certified Organic Farmers in an announcement yesterday, OrganicHandlers.org brings together several groups, including the Organic Trade Association and the USDA National Organic Program, the Organic Agronomy Training Service, and others to empower handlers to grow successfully, according to a news release.
Jeff AlleyHOST
The site features the Guide to Organic Handling and Processing, a new resource that covers important topics on handling certification here's today's final word north state growers produce some of the best wine grapes in the world but right now they are competing in a market where federal policy can actually make it easier to use foreign products than grapes grown here at home We need to make sure our trade policies are working for American growers while opening new markets where California wine can compete and win.
Jeff AlleyHOST
That's the word of Representative James Gallagher of California.
Elizabeth CrawfordHOST
But new research suggests the industry's go-to health and sustainability messages that have helped build the organic market may not be the most effective way to drive its next phase of growth.
Elizabeth CrawfordHOST
A survey by the Organic Trade Association of 1,025 Gen Z and millennial organic shoppers in the US found nine in 10 respondents recognized the USDA organic seal, and more than three-quarters associate it with some of the hottest health claims dominating the market today, including no artificial flavors, colors, additives, or preservatives, as well as no synthetic fertilizers, pesticides, and growth hormones.
Elizabeth CrawfordHOST
Likewise, more than a third associate it with animal welfare, positive climate impact, and supporting farmers.
Elizabeth CrawfordHOST
While these claims are admirable and important, OTA found that they may not be the most effective way to win over new shoppers or justify the premium price the category often demands.
Elizabeth CrawfordHOST
In fact, the survey found they could be a turnoff if they are overly complicated, confusing, or come across as condescending, or if they're delivered in a way that make consumers feel guilty.
Elizabeth CrawfordHOST
This episode of Food Navigator USA's Soup to Nuts podcast shares insights and actionable tips based on the research shared at the Organic Trade Association's recent Climate Week meeting in Washington, DC.
Elizabeth CrawfordHOST
Sandy Pfaff and Irene Cardoza of the Organic Trade Association, along with Amanda Kaufman of the creative agency Guru and Carla Malin of Amy's Kitchen explore what may be organic's most powerful invitation to purchase, how brands can communicate value without relying on overly clever or lengthy explanations, and how marketers can strengthen consumer connections and make organic more compelling at the shelf.
Elizabeth CrawfordHOST
So previous OTA research shows that organic has a loyal and growing following among young shoppers, many of whom understand what the USDA organic seal represents.