A USDA-Funded Effort to Grow Organic Markets and Consumer Confidence

In May 2024, the Organic Trade Association and The Organic Center were awarded a $2.2 million USDA Organic Market Development Grant (OMDG), matched by additional funds and in-kind support for a total of $4.4 million over three years. The goal? Stimulate demand for USDA certified organic products through science-backed consumer education. 

This project is part of USDA’s Organic Transition Initiative, a $300 million federal

Our Objectives:

Educate: Create accessible evidence-based content that highlights the environmental, health, and ethical benefits of USDA Organic. 

Promote: Execute national advertising campaigns (digital, traditional, and retail) targeting underserved regions known as “organic coldspots.” 

Evaluate & Share: Measure results and publish an open-source final report for the organic industry. 

Key Activities:

  • Development of a content catalog highlighting the science-backed benefits of organic, including for fiber, grains, dairy, and legumes
  • National digital and traditional advertising campaigns, including retailer promotions in 8 underserved regions
  • Broad consumer education through Google Ads, social media, and multimedia content
  • Creation and dissemination of a final impact report for the organic industry

Expected Outcomes:

  • Reach an estimated 69.4 million consumers
  • Deliver accessible marketing materials to over 27,000 certified organic operations in the U.S.

Pinpointed Focus Areas:

  • Grains, dairy, and fiber – Priority markets for education and retail promotion.
  • Coldspot Regions – Campaign outreach will focus on underserved areas in the Mid-Atlantic, Southeast, South, Southwest, and Central U.S.

Core Partners:

  • Organic Trade Association – Project lead and campaign convener.
  • The Organic Center – Scientific advisor and content development partner.
  • Organic Voices – Content collaborator and amplification partner.
  • Guru – Creative agency developing campaign messaging and retail strategy.
  • Industry Advisory Committee – Providing strategic direction and sector-wide alignment.