“Lettuce is like conversation; it must be fresh and crisp, so sparkling that you scarcely notice the bitter in it.” ~Charles Dudley Warner
Celebrating Milestones
2025 is a momentous year for us, and for the organic community. In just a few days during Organic Week in Washington, DC, we’ll be celebrating Wolf & Associates’ 30 years in business and the Organic Trade Association’s 40th anniversary during Organic Week.
As we celebrate these milestones, Wolf & Associates extends heartfelt appreciation to the many individuals and organizations who have nurtured and advanced the organic movement over the decades. From the pioneering vision of J.I. Rodale and the foundational work of the Rodale Institute, to the continued leadership of the Organic Trade Association, we are grateful for the collective efforts that have shaped the organic community.
During Bill’s 45 years of active consulting, we’ve had the privilege of working alongside and benefiting from these trailblazers. Their dedication has laid the groundwork for a thriving, resilient organic sector, and we honor their contributions with deep respect and gratitude.
Regulatory Updates
Inside the Beltway
Taking a Count
GMO News
Organic Industry News & Notices
Curious About Who Uses Organic? (And How to Reach Them?)
The demographics of organic consumers is changing—income differences are declining, especially among the highly educated, and men are showing more interest in organic dairy products, according to an article in SupplySide Supplement Journal. By generation, Millennials value organic more than previous generations, and among Gen Z, 90% are already committed or aspirational organic consumers. Suggested communication strategies include building trust, premium positioning, and continued education about the comprehensive benefits of choosing organic.
Our take: Education is a key to understanding the organic promise. The Organic Trade Association’s new campaign “The Seal Makes It Simple” is a step in the right direction. The more we each talk to our customers about the benefits organic products bring to people and the planet, the better off we will be.
The Survey Says…
Organic Farming Increases Soil Diversity
Research published in BMC Microbiology compared organic orange groves with conventional groves in China and found that soil bacterial diversity was higher under organic farming. Furthermore, organic farming improved the bacterial community structure and promoted microbial functional diversity, contributing to the overall health and production of the citrus crop.
Organic Fertilizers Boost Beneficial Fungi
Using a meta-analysis, researchers published in Functional Ecology found that organic fertilizers increased beneficial Arbuscular mycorrhizal (AM) fungi biomass and richness. Increased AM richness correlates with improved yield. The benefits of using organic fertilizers instead of chemical fertilizers depended on agricultural management practices and climate conditions, with greater benefits in monoculture systems and in hot, rainy conditions.
Our take: We’re excited to see these two studies exploring the beautifully complex issue of soil biology. Using organic methods and fertilizers is earthworm (and beneficial fungi and beneficial bacteria) approved!
Farmers Discuss U.S. Organic Rice Production
Despite the capacity to produce high-quality rice in the United States, the majority of organic rice is imported. To understand the opportunities and barriers for additional domestic organic rice production, The Organic Center’s latest survey “Challenges and Opportunities for U.S. Organic Rice” examines policies, agronomy and economics from the farmers’ point of view. Suggestions for closing the gap between domestic supply and demand include tapping into existing infrastructure and knowledge; reducing risks for organic farmers; expanding market access in rice-heavy states; emphasizing what farmers value, such as profitability and land stewardship; and boosting outreach and technical support. Key findings are also available via webinar.
Our take: Developing these grain markets is a priority. Organic rice production is an example of an opportunity that can benefit farmers and consumers who want more organic products to be grown more locally. That’s a win all the way around.
Steady Growth Projected for Organic Meat Market
In an analysis by Reports and Data, the organic poultry/meat market world-wide is expected to grow from US$17 billion in 2024 to US$ 32 billion in 2034, a compound annual growth rate of 6.6%. Organic poultry is the largest segment, with organic beef projected to grow the fastest over the next ten years. North America is the largest market, and the market in the Asia Pacific is expected to grow the fastest.
Our take: A steady increase in demand would provide opportunity for farmers to incorporate animal production or to increase supplies at a reasonable pace.
Organic Milk Market Share Moooves Up
Organic fluid milk sales are increasing and taking a larger share of the fluid milk market, even as sales of conventional milk declined 21.3% from 2010-2024, reports Food Navigator. In that time, organic fluid milk market share doubled to reach 7.1% About 65% of organic milk is used for fluid milk, but dairy analysts see some opportunities in the market for grab-and-go yogurt for adults and for organic butter.
Our take: Organic dairy has its challenges, and we’re glad to see that organic market share is growing because more people are choosing organic milk, rather than purely as function of slower sales of non-organic milk.
Organic Community
Celebrating 30 Years!
Bill Wolf founded Wolf & Associates 30 years ago, and we’re celebrating with new services.
- Wolf & Associate’s “Watchdog” services are designed to help organic brands and businesses stay compliant, resilient, and ahead of change. Watchdog is “always on duty” and offers flexible, on-call support from senior organic specialists who understand the nuances of certification, regulation, and strategy is already ‘on guard’ for three organic industry leading manufacturers/CPG brands.
- Wolf & Associates’ new Marketing & Branding division is already working with international clients and is now available to help US companies elevate their presence in the market with strategic marketing and branding.
For the past three decades Wolf & Associates has been honored to work on behalf of a broad spectrum of companies, from Fortune 500 to start ups, from farms and ranches of myriad sizes to national trade associations, accredited certifying associations, and national and international nonprofits.
“If you’ve got to be in a foxhole, you want to be there with Wolf & Associates,” said Bryce Lundberg, Vice President of Agriculture for Lundberg Family Farms. “For 15 years, Wolf & Associates have offered expertise to not only navigate but also avoid crises, with effective support and responsible solutions that benefit farmers, brands, and the broader community. We’re proud to work with Wolf & Associates—and proud to be part of their new Watchdog program.”
Learn About Financial Stability for Organic Family Farms
As part of its ongoing “I Grow Your Food Campaign,” IFOAM—Organics International will host a webinar to explore the challenges family farmers and organic farmer organizations face. Farmers worldwide are creating their own adaptable financial models and innovative solutions that ensure economic resilience, community-driven sustainability and self-sufficiency. Register for the September 25 webinar here.
Call for Proposals: CCOF Foundation Capital Campaign
The CCOF Foundation is seeking a highly experienced and strategic Development Consultant to support the planning and execution of a $10 million capital campaign to establish a permanent endowment over the next three years. Proposals are due October 1. More.