Industry Fails to Explain Organics to Public

The fresh produce industry is failing to help consumers make an informed choice between organic and non-organic produce. It is also failing to invest in the market opportunities that exist in both the organic and nonorganic markets because of its lack of understanding of what consumers want.

These were the findings of a sixmonth study on organic fruit and vegetables, published this week by the dunnhumby Academy of Consumer Research at Kent Business School, Canterbury.