purchases more carefully, rather than
cutting back across the board. This
view is shared by Nick Chiarelli,
director of consumer trends at GfK
Roper Consulting. A central element
of Chiarelli’s presentation during the
2008 Organic Exchange Global Conference in October was consumer research which suggested that when
faced with economic uncertainty,
consumers were likely to reach for
products that demonstrated greater
value, even when more expensive.
Pressures for product integrity and
uncertainty in the global marketplace
will surely influence members of the
organic cotton value chain, but as
with most challenges, they also represent significant opportunities.
Building a turnkey approach to product integrity will be difficult, but the
result will protect the future of the industry and position brands to compete for shifting consumer values.
Similarly, while market oscillations
may dampen the swift growth of the
industry, organic cotton is here to
stay. Companies and consumers alike
Brendan Condit is communications manager for Organic Exchange ( www.organicex-
change.org), a nonprofit
organization dedicated to
the expansion of organic
fiber agriculture world-
wide. Since its founding in
2002, Organic Exchange
has overseen and contributed to extraordi-
nary growth in the organic fiber market. He
can be reached at brendan@organicex-
Sandra Marquardt is
president of On the Mark
and lead author of the upcoming Organic Exchange
Organic Cotton Market Report as well as a
frequent contributor to Organic Processing
Magazine. She can be reached at email@example.com.
are recognizing and more clearly presenting the value of organic
fibers, helping to create a strong base for the industry.
With global production increasing and renewed commitment to
organic fiber use from companies representing all different sizes, focuses, and demographics, the organic cotton market will continue to
Note: Much of the information in this report is from the upcoming Organic
Exchange Organic Cotton Market Report, to be released in Spring, 2009.
Matt Keegan, Director, Feed Business, Age 6
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