Who’s Buying Organic Food?

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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


Austin, Texas


Portland, Oregon

San Diego


Washington, D.C.



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.

About Bill Roth

Bill Roth is the founder of Earth 2017, author of The Secret Green Sauce and a nationally-followed contributor to Entrepreneur.com, Triple Pundit, The Green Economy Post and Media Post on best business practices emerging from the smart, healthy and green global economy. He coaches entrepreneurs, business and community leaders on how to grow revenues, profits and jobs by going smart and green.
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