The Evolving Organic Marketplace: Understanding Today’s Organic Consumers and the Cultural Context Around Their Behaviors


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  • In 1997, The Hartman Group published its first strategic analysis of the rapidly changing organic market with the aptly titled report The Evolving Organic Marketplace. This year marks the twentieth anniversary of this foundational work that not only predicted a fast-changing corporate gameboard within a vibrant subset of consumer packaged foods (where large companies would begin to dominate a fragmented market through acquisition of small, pioneering brands) but also accurately foresaw that the explosively growing organic category was capable of steady, sustained growth in the years to come.


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