NMI Partners on Consumer Organic Research Study

The Natural Marketing Institute (NMI) announced that it is partnering with the Organic Center on an upcoming consumer research study. The Organic Center is a leading research institute focused on the science of organic food and farming.

The companies say the comprehensive research project will aim to provide a clearer understanding of how consumers shop and which messages are important to them-as well as to help educate consumers on the differences between organic and conventionally grown foods.

“The need for clearer messaging is also evident in consumer confusion between ‘natural’ and ‘organic’ claims,” added NMI president Maryellen Molyneaux.

The study will begin in June and will include category surveys with 4000 U.S. adults. “This study will go beyond traditional analysis of organic trends,” said Joan Boykin, executive director of the Organic Center. It will clarify the reasons to believe in organic in general and within the context of product categories. We believe it is important for the organic industry to come together to address these issues, and this study will help us to clarify the messaging that will resonate with consumers.”