The Growth of Organic with Matthew Dillon of Organic Trade Association
In this conversation, Matthew Dillon, co-CEO of the Organic Trade Association, discusses the growth and challenges of the organic industry. He highlights the importance of generational shifts in consumer behavior, particularly among Millennials and Gen Z, who are increasingly committed to organic products. Dillon emphasizes the need for investment in infrastructure to support domestic organic production and the role of advocacy in shaping policies that benefit the organic sector. The conversation also touches on the evolution of organic quality and the economic impact of organic farming on rural communities. In this conversation, Matthew Dillon discusses the Organic Trade Association's (OTA) efforts to drive organic agriculture forward through legislative initiatives, transparency, and community engagement. He emphasizes the importance of collaboration among stakeholders in the organic sector, the need for integrity in growth, and the role of vulnerability in building trust. Dillon also highlights the significance of investing in future generations and the power of community in overcoming challenges and fostering change.
Takeaways:
The OTA serves the organic sector from seed to shelf.
Organic industry growth is driven by generational shifts in consumer preferences.
Millennials and Gen Z are more committed to organic products than older generations.
Success in agriculture should be measured in succession, not just immediate returns.
The quality of organic products has significantly improved over the years.
Domestic organic production faces challenges due to reliance on imports.
Investment in infrastructure is crucial for the growth of the organic sector.
Organic farming can positively impact rural economies and biodiversity.
Advocacy for organic standards and funding is essential for the sector's future.
The return on investment for organic programs is significant for the economy. OTA is focused on driving organic agriculture forward through legislative efforts.
Transparency and trust are crucial for the organic sector's integrity.
Integrity in growth requires balancing desirability with feasibility.
Cultivating a culture of collaboration is essential for the organic movement.
Community and advocacy play a vital role in the success of organic businesses.
Investing in future generations is a responsibility of the organic sector.
Hopelessness can be transformed into action through community support.
Vulnerability is necessary for building trust in brands.
Continuous improvement is key to maintaining the integrity of organic standards.
The organic movement is about more than just farming; it's about creating a better world.
Chapters
03:00 - Introduction to the Organic Trade Association (OTA)
05:26 - Growth of the Organic Industry
09:39 - Generational Shifts in Consumer Behavior
13:11 - The Evolution of Organic Quality
17:52 - Challenges and Opportunities in Domestic Organic Production
22:35 - Infrastructure Needs for Organic Growth
27:22 - The Role of Investment in Organic Infrastructure
31:20 - The Future of Organic Advocacy and Policy
34:29 - Driving Organic Forward: Legislative Efforts and Challenges
39:54 - The Importance of Transparency and Trust in Organic
44:13 - Integrity in Growth: Balancing Desirability and Feasibility
49:31 - Cultivating a Culture of Collaboration in Organic
55:34 - The Value of Community and Advocacy in Organic
61:38 - Investing in the Future: Intergenerational Responsibility
01:01:05 - Harnessing Hopelessness: Community as a Catalyst for Change
Sound Bites
"Organic food in the U.S. grew to a $71.6 billion market in 2024."
"90 % of Millennials and Gen Z are either committed or highly aspirational organic consumers"
"Success has to be measured in succession."
"OTA is helping drive organic forward."
“If you're not at the table, you're on the menu.”
"Integrity requires vulnerability."
“That continuous improvement in integrity is essential to that consumer trust.”
“He said, it's time for us as an industry to re-embrace the movement. We didn't tell him to say it, but we were like, yes!That's the value of joining OTA. Come be part of a movement.”
“Every $1 invested in USDA National Organic Program staff and operations yields over $3,000 in retail value for the U.S. economy.”
"Raise the soil for all farms."
"Planting trees for future generations."
“A society grows great when old men plant trees whose shade they know they shall never sit in.”
"Community is the engine for transformation."
"Hope is not a good strategy on its own."
