Organic Food Labeling Confusing, Says Consumer Survey

Consumers remain confused about the use of organic product claims, which has led to people increasingly opting for locally grown food instead, according to a new survey seen on FoodNavigator-USA.com.

The responses from 850 natural and organic product consumers also revealed a mistrust of the U.S. Department of Agriculture's (USDA) organic seal, and concerns that the agency's organic standards were declining or weaker than they would like.

The findings reinforce the importance of easy-to-understand labels and consumer education, as confusion or hesitation in the supermarket aisle will ultimately impact purchasing decisions.

Respondent comments reflected three distinct motivators for purchasing locally grown food, said the marketing group. These are: the belief that locally grown goods are better for the environment and sustainability due to reduced environmental impact of transporting food; a belief that much local produce is fresher and healthier — even if not certified organic; and a general mistrust or confusion regarding organic food labeling.