The organic movement and its leaders have always risen to chal-
lenges and found ways to succeed. Through supply scarcities and
distribution challenges and the efforts to build a consumer fran-
chise, the members of the organic movement have persevered to
create a vibrant and successful industry.
The current economic downturn presents many challenges to the or-
ganic movement and to society at large. Everyone “from Wall Street to
Main Street” (to use a current phrase) is looking at the stormy new real-
ity of the economic downturn and seeking ways to move forward suc-
cessfully.
The current uncertainty is especially acute for organic companies be-
cause relatively few of them have ever needed to manage through a
truly difficult economic climate. The period of greatest development for
most organic companies, 1990 until this year, has also been a period
marked by robust industry growth, access to capital, optimism, con-
sumer willingness to try new products, interest in self-actualization and
a general sense of positive forward momentum. Organic growth has far
outpaced the consumer economy at large, increasing at an annual rate
of 20 percent or more for more than a decade. Many organic companies
thrived with the rising tide of industry growth, and to quote the old
proverb: “The rising tide lifts all boats.”
Now, however, the tide has changed, growth has slowed (at least
temporarily), and the organic industry has entered a turbulent period. In
this uncertain world, the new proverb might be: “When the tide is not
rising, make sure the boat is seaworthy.”
JANUARY — FEBRUARY 2009
