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Millennials expecting more from their products
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The new consumers, also called the millennials, people who were born between the 1990’s and early 2000’s, are, unlike the generation of their parent’s, very passionated about social causes. The where and how of a product becomes more important in the eyes of the consumers. And currently during this election year, social topics gain in relevance. Regarding food for instance, the shoppers need to know that the animals were raised and treated species-appropriate, and that the supply chain is responsible. Within this movement for more awareness, consumers also emphasize their interest in simple craftsmanship and genuine, honest business. Purchasers nowadays expect an almost artisanal level of products and services. Large corporate brands are now expected to be more transparent and to show an honest commitment for these new goals.
Equities quotes Sarah Z. Masoni, a manager at the Food Innovation Center at Oregon State University, “Authenticity is the biggest key for consumers. They want to know who’s creating their food. Consumers want to trust the suppliers of their food.” Especially in the field of organic food the interests for the production way is high. Therefore, Organic Valley, the largest organic farmer-owned cooperative in the world with over 1,800 farmer-owners across the United States, Canada, and Australia, invites nowadays consumers to visit their dairy farms.