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Millennials Choose Organic

America’s 75 million Millennials are devouring organic, and they’re making sure their families are too. Parents in the 18- to 34-year-old age range are now the biggest group of organic buyers in America, finds a new survey on the organic buying habits of American households released recently by the Organic Trade Association (OTA).

Among U.S. parents, more than five in 10 (52 percent) organic buyers are Millennials. And this influential and progressive generation is stocking their shopping carts with organic on a regular basis.

“The Millennial consumer and head of household is changing the landscape of our food industry,” said Laura Batcha, CEO and Executive Director of the Organic Trade Association. “Our survey shows that Millennial parents seek out organic because they are more aware of the benefits of organic, that they place a greater value on knowing how their food was grown and produced, and that they are deeply committed to supporting a food system that sustains and nurtures the environment.”

OTA has partnered with KIWI Magazine to conduct surveys of the organic buying patterns of households since 2009. This year’s survey marks the first time that generational buying habits have been studied. The survey looked at Millennials (born between 1981-1997, currently age 18-34 years), Generation-X (born between 1965-1980, currently 35-50 years old), and Baby Boomers (born between 1946-1964 and currently 51-69 years old).

Compared to Millennials who account for 52 percent of organic buyers, Generation X parents made up 35 percent of parents choosing organic, and Baby Boomers just 14 percent.

OTA’s “U.S. Families’ Organic Attitudes and Beliefs 2016 Tracking Study,” a survey of more than 1,800 households throughout the country with at least one child under 18, found that more than eight in ten (82 percent) U.S. families say they buy organic sometimes, one of the highest levels in the survey’s seven-year lifetime. The number of families never buying organic has steadily decreased, going from almost 30 percent in 2009 to just 18 percent today.
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Organic and Living Green
While 35 percent of all families surveyed said that choosing organic products is a key part of their effort to live in an environmentally friendly way, a greater percentage of Millennials said buying organic is a key eco-conscious habit than any other generational group. For 40 percent of Millennials, choosing organic is an integral part of living green, versus 32 percent of Generation Xers and 28 percent of Baby Boomers.

Organic buying continues to be on the rise across the generations. Forty-nine percent of all households surveyed said they are buying more organic foods today than a year ago.

Knowledge about organic is also growing across the generational spectrum of parents, but Millennials in particular are likely to view themselves as very knowledgable about organic products, with nearly eight in 10 (77 percent) reporting that they are “well informed” (34 percent) or “know quite a bit” (44 percent). With that knowledge comes a great deal of trust for the organic label. Parents’ trust in organic labeling is the strongest and highest among Millennials, with 54 percent saying they have confidence in the integrity of the organic label. Almost 60 percent of Millennial parents say they have a “strong connection” with the label and feel the organic label is an important part of how they shop for food.

“The Millennial shopper puts a high premium on the healthiness and quality of the food they choose for their families,” said Batcha. “This generation has grown up eating organic, and seeing that organic label. It’s not surprising that they have a greater knowledge of what it means to be organic, and consequently a greater trust of the organic label.”

Organic sales in the U.S. in 2015 posted new records, with total organic product sales hitting a new benchmark of $43.3 billion, up a robust 11 percent from the previous year’s record level and far outstripping the overall food market’s growth rate of 3 percent, according to OTA’s “2016 Organic Industry Survey.” Of the $43.3 billion in total organic sales, $39.7 billion were organic food sales, up 11 percent from the previous year, with non-food organic products accounting for $3.6 billion, up 13 percent. Nearly 5 percent of all the food sold in the U.S. in 2015 was organic.

Fermentation Fervor Drives Market for Perfect Pickler

By Lorrie Baumann

perfect-pickler-imageThere’s been a surge of consumer interest in fermenting foods over the past few years, fueled in part by scientific research into probiotics, prebiotics and gut health in general and aided by the increasing availability of pre-prepared vegetables in grocers’ produce departments. Leading the way in this is fermentation guru Sandor Katz, author of “Wild Fermentation” and “The Art of Fermentation.” “I got a reputation, and my friends started calling me ‘Sandor Kraut,’” he said.

That surge in interest has created a market for products like the Perfect Pickler, a do-it-yourself kit that enables consumers to make an unlimited supply of affordable fermented vegetables with no spillage or odors and with a minimum of counter space. The Perfect Pickler kit includes an airlock that prevents odors and spillage and simplifies the process. “There are no spills, no odors; it’s completely foolproof,” said Perfect Pickler Owner and Fermentation Visionary Wendy Jackson. “There’s no managing through the process This is just load it, lock it, leave it. Every time it’s foolproof. Fast and easy results.”

“Our kit is an affordable option. It only takes four days and it’s foolproof,” she added. Perfect Pickler has two products in the line, the Master System, which supplies everything the consumer needs to make fermented vegetables on the countertop except a wide-mouth Mason jar, the vegetables and water, and an add-on system that allows users to ferment in two jars at once. “This reflects the demand from customers who were looking to do two at the same time, maybe one jar with curried cauliflower and one with sauerkraut,” Jackson said.

The actual fermenting process is very simple – it’s a matter of chopping vegetables into small pieces, or buying ready-chopped vegetables, adding salt to create a brine and submerging the vegetables under the brine to keep them away from oxygen, then waiting while anaerobic bacteria do their work. In this oxygen-free environment, natural bacteria digest the natural sugars in the plant material and manufacture lactic acid, which discourages the growth of the kinds of microbes that cause food poisoning and adds its own flavor. Four days later, the sauerkraut or kimchi in the Perfect Pickler jar is ready to eat. It’s essentially the same process that’s also used to make wine, beer, yogurt and cheese.
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“Almost everybody in every part of the world eats and drinks the products of fermentation every day,” Katz said. “Fermented foods are integrated into culinary traditions in every part of the world.” Jackson herself has traveled to Africa and to India to teach fermentation workshops in places where that local culinary tradition had died out over time. Her workshops gave them back the skills to recreate traditional foods from their own culture. “Even in India it was gone,” she said. “It was amazing to connect with the people.”

Historically, fermentation has been regarded as a practical strategy for preserving extremely perishable foods. Fermentation predates recorded history: human beings learned early that if they could control the microbial changes that happen naturally to foods, they could make it last longer. “The alternative is that food decomposes into a ugly mess that no one would want to eat,” Katz said. “I have dabbled in every realm of fermentation, but I am not an expert…. Indigenous cultures around the world – that’s where the real experts are.”
Katz noted that the most frequent questions he hears as he travels the country speaking and teaching about fermentation is about whether the beginning fermenter runs a risk of making himself sick. Katz says no, that fermenting raw vegetables actually makes them safer. “People project all kinds of fears on fermentation,” he said. “There never has been a single case of illness or food poisoning from fermented vegetables.”

Much of the recent interest in fermented vegetables has resulted from greater understanding of the complexity of the microbial communities that exist within the human body and within the gut in particular. Katz noted that the cells in each of our bodies that carry our own DNA are actually outnumbered by the bacteria living inside each of us. “They’re not parasites. They’re not freeloaders. They contribute to our functionality,” Katz said.

These bacteria are thought to be part of our natural defenses against harmful bacteria, and some research suggests that there may be a connection between our mental health and the health of these gut bacteria in ways that aren’t currently understood, according to Katz. He noted that widespread chlorination of drinking water has deleterious effects on gut bacteria, decreasing its biodiversity, and consumption of probiotics is a strategy for remedying this, he said. “If we’re really interested in cultivating biodiversity, we need to consume different kinds of fermented foods and beverages,” he said. “Bacteria are not our enemies. They are our ancestors and our allies and they give us wonderful foods.”

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