July 1, 2008 - June 30, 2009
In an effort to save valuable resources, OTA published an abridged FY09 Annual Report to showcase the association's fiscal year highlights (e-mail membership@ota.com to receive a hard copy of the report).
2008/2009 Year in Brief:
- OTA increases profile of organic agriculture and trade in Washington D.C.
- OTA advises U.S. and Canadian governments on organic standards equivalency
- OTA Organic. It's Worth It. campaign boosts public awareness about organic
- OTA research shows consumers how to prioritize organic purchases even in a tough economy
- OTA continues State-by-state fight to protect organic labeling
- OTA Annual Meeting and Member Days connect the business community
OTA Fiscal Year Accomplishments Summary
Organic Industry Advocate
Organic Industry Representative
Organic Industry Spokesperson
Organic Industry Intelligence Source
Organic Industry Investment
Organic Business Community
Organic Industry Growth
ORGANIC INDUSTRY ADVOCATE
OTA's Policy Conference and Hill Visit Day brought OTA members together with key players involved in organic legislation. OTA members met directly with members of Congress and their staff to present FY10 appropriations recommendations for organic compliance, enforcement, research, and conversion. These visits helped government officials understand the needs of the organic sector, and resulted in nearly $7 million in funding for the National Organic Program. Other important funding provisions provide $500,000 for the Organic Production and Market Data initiative, $250,000 to complete the Organic Production Survey, and $5 million for organic transition research funding.
OTA convened member task forces to ensure pending food safety legislation doesn’t disadvantage organic producers and handlers; develop an industry standard for verifying the integrity of agricultural inputs approved for use on organic farms; and comment on the U.S. Department of Agriculture (USDA) proposed pasture regulation.
OTA was invited to the Obama Transition Team office in Washington, D.C. to discuss the implementation of the 2008 Farm Bill. OTA spoke directly to the importance of provisions for organic agriculture in conservation programs. OTA also met with new Deputy Secretary of Agriculture, Kathleen Merrigan, and other top officials to convey support for plans to integrate organic agriculture initiatives across USDA agencies.
OTA continued to fight a state-by-state campaign to protect organic farmers’, processors’ and retailers’ right to communicate truthfully with consumers regarding federally regulated organic production practices. OTA achieved an impressive win in Indiana, engaged in state-level activity in Kansas, Missouri, Pennsylvania, Utah, and Vermont, and appealed a Court decision after a disappointing loss against the Ohio Department of Agriculture.
ORGANIC INDUSTRY REPRESENTATIVE
OTA shaped organic in Canada by representing the industry to policymakers, media, and the public. Through participation on key committees and boards, OTA in Canada took a lead in the development of Canada’s standards and regulations and helped ready the organic sector for their implementation.
OTA, with the support of member task forces, successfully represented the needs of the organic sector in the development of Canada's Organic Products Regulations and Canada's Organic Standards and Permitted Substances List. As of June 30, 2009, Canada's organic standards are mandatory for food, crops and livestock.
OTA provided guidance to the U.S. and Canadian governments in their negotiations toward equivalency. Officials signed the first organic equivalency agreement in the world at OTA’s All Things Organic™ Conference and Trade Show. This landmark agreement allows the continued flow of certified organic products between the two countries and supports the growth of this rapidly expanding market in North America.
OTA’s Organic Export Program grew the market for U.S. organic products through a variety of international initiatives. OTA used Market Access Program funding to promote U.S. organic products to international markets and Technical Assistance for Specialty Crops funding to identify international trade barriers and help increase options for exporting U.S. organic products. OTA also worked closely with the USDA’s Foreign Agricultural Service and U.S. trade negotiation teams to ensure that organic products are considered in international trade negotiations.
ORGANIC INDUSTRY SPOKESPERSON
OTA appointed Christine Bushway as the third Executive Director in the Association's history. Based in Washington D.C., she represents the organic industry to regulators, elected officials, and other stakeholders.
OTA sponsored Organic. It's Worth It. a ground breaking consumer education campaign that answers the fundamental questions of “What is organic?” and “Why can I trust it?” The campaign reached 27 million consumers in three months, and was featured on high-profile websites like NPR, Oprah, and CNN. Compelling messages about the value of organic as it relates to both personal and environmental health resonated with consumers and generated click-through rates commonly seen in sweepstakes. Members can share the Organic. It’s Worth It. rally cry through a Partnership Kit that allows them to download campaign messages, feature a banner ad on their website, or create updates for their social media outlets.
OTA strengthened its reputation as the “go to” resource for organic industry information by proactively briefing editors on the latest news and trends. OTA increased its capacity to communicate about the benefits of organic agriculture and products, including non-foods, with professional public relations support; and focused resources on heightening awareness, enthusiasm and purchases for organic products.
OTA used new media channels such as blogs, Facebook and Twitter to communicate organic news, correct misinformation about organic, and encourage the use of OTA resources such as HowToGoOrganic™.com, The Organic Pages Online™, and www.ota.com.
ORGANIC INDUSTRY INTELLIGENCE SOURCE
OTA’s Organic Industry Survey, the most quoted source for the size and scope of the organic industry, showed that U.S. sales of organic products, both food and non-food, reached $24.6 billion by the end of 2008, growing an impressive 17.1 percent over 2007 sales despite tough economic times.
OTA partnered with Kiwi Magazine to conduct a benchmark study of organic attitudes and behaviors among US families. Findings illustrated that 31 percent U.S. families are buying more organic foods compared to a year ago, with many parents preferring to reduce their spending in other areas before targeting organic product cuts. Indications of increased support for organic were reinforced by the news that knowledgeable consumers who have just begun purchasing organic in the past two years make up the fastest growing demographic, and are often in a position to influence friends and family.
OTA analyzed blog activity referencing organic agriculture and products and published a quarterly Blog Watch detailing relevant audiences, orientations, and topics. This offers a window into the online discussions that are taking place regarding organic and provides members with information they need to help shape public perceptions.
OTA created an NOSB Report as part of its efforts to keep members abreast of the latest developments in organic policy. The semi-annual publication provides a comprehensive overview of the agenda items, discussion, and decisions made at the National Organic Standards Board (NOSB) meetings in Washington, D.C.
ORGANIC BUSINESS INVESTMENT
OTA is committed to returning value to its members as it works to promote and protect organic trade, and pledges to use its resources wisely with its members interests in mind. The membership dues and financial contributions of companies who support OTA’s mission and work make our achievements possible.
OTA’s 2009 Annual Fund campaign raised $526,115 to help fund OTA’s public policy and public relations activities. Over 220 companies donated money to support OTA’s work. In 2010, OTA will continue to work to raise the profile of organic agriculture and products among policymakers and the public, and to maintain growth in organic sales across all sectors, in all markets.
ORGANIC BUSINESS COMMUNITY
Hundreds of members took advantage of OTA’s Annual Meeting and Member Days events, co-located with the 2009 All Things Organic™ Conference and Trade Show. Throughout the show’s three days, members participated in an array of meetings, education sessions, and social and networking events. Members stay connected with their peers in the organic business community year round through participating in OTA’s Member Forums and Task Forces.
ORGANIC INDUSTRY GROWTH
Organic consumers have shown continued resilience in seeking out organic foods, beverages and non-food items such as organic textiles, personal care products and pet foods. Results from OTA’s 2009 Organic Industry Survey show organic food sales grew in 2008 by 15.8 percent to reach $22.9 billion, while organic non-food sales grew by an astounding 39.4 percent to reach $1.6 billion. As a result, organic food sales now account for approximately 3.5 percent of all food product sales in the United States.
View OTA's FY08 Annual Report.
