With the recall of lunchables and other children food items such as peanut butter, parents have been looking for organic food products which are more nutritious and healthier for children. Organic foods have become the new trend in American society. According to organic.org (2007), organic produce and other ingredients are grown without the use of pesticides, synthetic fertilizers, sewage sludge, genetically modified organisms, or ionizing radiation. Also, animals that produce meat, poultry, eggs, and dairy products do not take antibiotics or growth hormones (organics.org, 2007). To be categorized as organic the USDA have given items the following labels to determine what level of organic they are (organic.org, 2007):
100% Organic: Made with 100% organic ingredients
Organic: Made with at least 95% organic ingredients
Made with Organic Ingredients: Made with a minimum of 70% organic ingredients with strict restrictions on the remaining 30% including no genetically modified organisms
According to the USDA, they assign organic seals to let consumers know the quality and integrity of the products that they are purchasing. The USDA annually inspects at random organic companies to ensure that organic standards are being met.
Greene, Scowcroft, Tawse (2007), stated that the top 10 reasons to support organic in today’s society are as follows:
1. Reduce the toxic load: Keep chemicals out of the air, water, soil, and our bodies.
2. Reduce if not eliminate off farm pollution
3. Protect future generations
4. Build healthy soil
5. Taste better and truer flavor
6. Assist family farmers of all sizes
7. Avoid hasty and poor science in your food
8. Eating with a sense of place
9. Promote biodiversity
10. Celebrate the culture of Agriculture
The movement towards healthier and more nutritious foods continues to grow. Wikipedia (2007), states that consumer awareness of organic methods began in the 1950s with the promotion of organic gardening. The site also stated that in 1970s and 1980s, private sector organic certification and development of regulations at the governmental level began around the world. Parents, celebrities, and teenagers are becoming more health conscious in the 21st century. The Organic Foods Production Act of 1990 was created to establish national standards governing the marketing of certain agricultural products as organically produced products; to assure consumers that organically produces products meet a consistent standard; and to facilitate interstate commerce in fresh and processed food that is organically produced (USDA, 2007).
The organic industry use to be filled with small business who wanted to offer consumers a healthier alternative food source. However, times have changed and the organic food industry has becoming populated with major food companies and distributors such as Kraft, Pam, and Publix. Kraft and Pam offer their conventional made/processed products as well as an organic form with appeals to the health conscious individuals who love their products. Publix has created Greenwise which is all organic and healthy products that are the Publix brand that are offered in the grocery store as healthier alternatives.
The product that I have created to serve in the organic market is a clear representation of my status as a single parent. I chose to create organic kid meals. The only other companies that are offering a form of this is Amy’s and Whole Foods. Amy’s offers a form of cuisine that is organic and kid friendly however, it not specifically for children. Whole food’s has a section entitles Whole Kids Organic; which is not extensive in its products. When visiting Whole Foods and Nutrition World, I found that the gap in the organic market is with the children. As the world becomes healthier, so does the children and they are stating as toddlers. At least half of the world is working class, single parents who want what is best for their children, but does not