The organic industry has always been rooted in purpose—driven by people who believe in better food, stronger systems, and a healthier future. In 2026, the Organic Trade Association is bringing that purpose into sharper focus with its theme for the year:
Organic Starts with You
This theme is more than a message. It’s a call to action.
It reflects a simple but powerful truth: organic doesn’t happen by accident. It starts with each of us, across every role, business and organization, and each step of the value chain.
A Defining Moment for Organic Growth
The timing of this theme is intentional.
According to OTA’s 2026 Organic Market Report, the U.S. organic marketplace reached $76.6 billion in sales in 2025, growing at 6.8%—double the rate of the overall marketplace.
Organic food alone accounted for $70.1 billion, growing three times faster than the total food market, while non-food organic categories contributed an additional $6.5 billion.
This sustained growth reflects a clear shift in consumer priorities toward health, transparency, and trust in the USDA Organic seal —and underscores the opportunity ahead for the organic sector.
A Shared Responsibility Across the Organic Value Chain
From farmers and producers to brands, retailers, certifiers, and global partners, the organic industry is built on collective action.
- Organic growth begins with farmers
- Organic integrity starts with businesses
- Organic trust starts with the USDA Organic seal
- Organic progress starts with engaged members
- Organic policy starts with showing up
- Organic impact starts with working together
Together, these actions shape the future of organic and reinforce OTA’s role as the unifying and amplifying voice for the sector.
What’s Driving Consumer Demand
The latest data shows that today’s organic shopper is more intentional than ever.
Key trends shaping growth include:
- A focus on clean ingredients and product transparency
- Rising interest in “food as medicine” and functional nutrition
- Increased demand for high-protein and nutrient-dense products
- Strong engagement from Gen Z and Millennial consumers
At the heart of it all is trust.
In a crowded marketplace filled with competing claims, the USDA Organic seal continues to stand out as a clear, credible signal for consumers seeking products that are good for them and their families, and better for the planet.
What to Expect in 2026
This year, OTA’s impact will come to life through a series of creative campaigns, engaging events, and actionable initiatives designed to drive participation, visibility, and growth across the sector.
🏛️ Advocacy & Industry Leadership
- Organic Week (September 14–16) – Bringing the industry together in Washington, D.C. to inspire action and engage in policy at the federal level.
- Climate Week NYC – Elevating organic in global sustainability conversations
- Ongoing policy leadership on critical issues impacting the organic sector
🌿 Consumer Education & Market Growth
- Continued expansion of the Seal Makes It Simple campaign
- New educational content and retail activations
- Increased visibility into what organic certification truly means
- New opportunities for export support and participation in trade shows abroad
🔍 Data, Tools & Innovation
- Organic Market Report – Flagship industry data release launched at Expo West
- Hot Spots Study – Mapping organic’s economic impact across the U.S.
- Consumer Survey – Updated insights to inform messaging and debunk myths
- Handler Project & Website Launch – A new digital platform designed to support organic handlers, strengthen supply chain connections, and expand market access through the Transition to Organic Partnership Program (TOPP)
🏆 Member Engagement & Recognition
- Leadership Awards – Celebrating innovators and changemakers during Organic Week
- Organic Week Call for Proposals – Inviting members to shape the agenda and share their expertise at Organic Week 2026
- Board Elections – Strengthening governance through member participation
- Membership Survey – Driving continuous improvement and member value
Looking Ahead
With strong consumer demand and projected growth of $24 billion over the next five years, organic is on track to surpass $100 billion in sales by 2030.
Reaching that ambitious goal will require participation across the entire value chain. Together, we are up to the challenge.
A Call to Action
“Organic Starts with You” is ultimately about accountability and ownership.
Whether that means advocating for impactful policy, sharing science and data to educate consumers, investing in organic production, or strengthening supply chains, it is about showing up consistently and with commitment.
When individuals take meaningful action, the entire sector benefits from positive momentum. When we move forward together, the organic movement can reach new heights and exceed its potential.
This is a cause worth getting behind. It all starts with you.