The Future of Organics

From my office window in downtown Boulder, Colo., I gaze upon stark contrasts: 13,000-foot mountains seemingly crowded by new office buildings, eco-commuters whizzing by on bikes, industrial cranes building parking garages, and an American submarine sandwich chain competing with a Russian tea house. It’s a juxtaposed, confrontational view that I believe is similar to the one marketers and managers in the organic industry will see a decade from now.

Age and population trends in this country provide an excellent basis for predictions and definitely shape my organic products ideas for the future. There will be two population “quakes” occurring in the next 10 years that are sure to affect shopping, eating, and health and wellness patterns in the U.S., according to Kaye Heyhoe, executive editor of The Global Gourmet. A “youthquake” will hit in 2006, when America will have to contend with 30 million junk-food-eating, Internet-obsessed teenagers—the largest teenager boom since 1975.

By 2011, the oldest of the baby boomers will have turned 65 or older and will comprise 15 percent of the population. The boomers will be the first wave of seniors in 50 years that is comfortable taking healthcare into their own hands. According to Heyhoe, of the senior boomers in 2011, 50 percent, or about 5.7 million, will be 85 or older.

It’s time to start preparing for the organic marketing opportunities of the future.

For the youthquake:

n Organic milk and school lunches

n Organic foods in vending machines

n Organic gum

n Organic handheld foods

And for the boomers:

n Organic offerings on hospital menus

n Organic white-linen restaurants

n Organic landscaping and homecare services

n Organic golf courses

Having worked in the food service industry for a decade and the organics industry since 1987, I’ve seen an amazing, high-velocity change. In 1989 at a world

eco-conference, I predicted that in 10 years

McDonald’s would serve hamburgers with certified-organic buns. While that prediction has not been proven true (yet), McDonald’s says it is heavily researching both genetically engineered ingredients and searching for antibiotic-free meat and poultry options.

We must constantly spy on the world of our targeted consumer, take notes and integrate them into our planning. For example, ethnic food is diversifying and going much deeper into cuisine cultures than ever before. The savvy marketers will make sure their next product is not just “Mexican enchiladas” but “Oaxacan enchiladas verde.” In addition to the ethnic food diversity trend, convenience and health will continue to be main factors in consumer acceptance.

The view from my window is indeed one of contrast but also one of combustion and noise. With marketing clutter on the increase, it will be the completely focused, values-driven and creative brand that rises above the organic and natural marketing din.

Sylvia R. Tawse is a partner at The Fresh Ideas Group, a public relations firm in

Boulder, Colo. Contact: 303.449.2108.