Research by Scarborough Research, http://www.weknowthelocals.com identified the following cities where the most adults have consumed organic food in the past month:
San Francisco Bay Area
Seattle/Tacoma
Austin, Texas
Denver
Portland, Oregon
San Diego
Honolulu
Washington, D.C.
Boston
LA
What’s missing? The South and Midwest!
ANALYSIS: In 2008 the United States consumed $25 billion of organic foods. The industry has been experiencing 15+% annual growth rates. With this recession organic food sales are projected to grow around 6%. How many companies right now would love to report 6% revenue growth? The marketing insight is that sustainability can act as a “floor” to sales erosion. This concept of a sustainability creating a “revenue floor” is a key marketing strategy less sustainable companies should be actively exploring if our economy faces a “soft recover” with many future years of reduced economic expansion.
