It has been two years since the USDA enacted the National Organic Standards program, which clarified organic product labeling and provided a special USDA logo to designate qualifying products. That action not only legitimized the industry, it has increased consumer confidence and encouraged newcomers to try organic products. Today, more than half (54%) of America's shoppers have sam-pled organic products, with 10% consuming them on a weekly basis, says the Whole Foods Market Organic Foods Trend Tracker survey. A recent Hartman Group study of the organic consumer stated that "we see purchasers and users of organics by a cross-section of the population."
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