Organic Processing Vo1.6 #1

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-
change.org.

Sandra Marquardt is
president of On the Mark

Public Relations

( www.onthemarkpr.com) 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 smar-quardt@onthemarkpr.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 grow.

Note: Much of the information in this report is from the upcoming Organic Exchange Organic Cotton Market Report, to be released in Spring, 2009.

Organic
& Non-GMO
Ingredients

Matt Keegan, Director, Feed Business, Age 6

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