WASHINGTON, DC - As the Organic Trade Association (OTA) celebrates 40 years, the organization took a bold step today with the launch of the Seal Makes It Simple campaign, aimed at raising consumer awareness about the benefits of organic for personal well-being and the environment. As the leading voice for the organic trade, OTA developed the integrated media, digital, and retail campaign to help eliminate consumer confusion when shopping for food and textiles—amid a myriad of certifications and choices available—with a clear call-to-action to look for and choose the USDA Organic seal.
Organic is now a $71 billion industry, growing at double the pace of conventional food products, according to OTA’s 2025 Market Report. This growth is driven by younger consumers—both Gen Z and Millennials—who are recognizing the health benefits of organic and are willing to pay more for it. Unlike other eco-labels or certifications, only organic is federally regulated, ensuring that food and fiber are produced without toxic pesticides, GMOs, synthetic additives, or antibiotics, while promoting animal welfare, sustainable agriculture and a healthier planet.
The Seal Makes It Simple program will run through December 31, 2026, and will debut in six regional markets where organic has strong potential for growth: Atlanta, GA; Charlotte, NC; Indianapolis, IN; Louisville, KY; Lubbock, TX; and Tampa, FL.
“Shopping should not feel like complicated homework,” said Tom Chapman, Co-CEO of Organic Trade Association, in a recent release. “There is significant trust in the USDA Organic seal, and this campaign cuts through the clutter of competing claims and messaging to help shoppers confidently recognize and choose the benefits of organic.”
Funding for the campaign is made possible through a $2.2 million USDA Organic Market Development Grant (OMDG) awarded in 2024 to OTA and The Organic Center—part of the $300 million Organic Transition Initiative. Together with Organic Voices and support from OTA members, the organization is investing $4.4 million over three years to expand consumer trust and grow organic markets. OTA was instrumental in championing and securing these initiatives, helping channel federal investment and meaningful support for farmers, businesses, and the organic marketplace.
“On behalf of our member retailers, we are very excited about the potential of the Seal Makes It Simple campaign to be a call-to-action for consumers to prioritize organic,” said Pat Sheridan, President and CEO of the Independent Natural Foods Retailers Association (INFRA). “Frankly, we’ve been waiting for something like this and are eager to support it.”
Additional activities planned for the month include OTA’s annual Organic Week conference in Washington, DC. Bringing together leading OTA members, policy makers, media, and influencers, the event will feature keynote speaker Jack Sinclair, CEO of Sprouts Farmers Market, as well as two days of panels and breakout sessions. The conference wraps up with a full day of advocacy activities on Capitol Hill on Wednesday, September 17.
“We’re at a pivotal moment at the Organic Trade Association—celebrating four decades of organic progress while charting an inspiring vision for the future,” said Matthew Dillon, Co-CEO of OTA. “This year’s event will be a convergence of ideas, innovation, and partnership as we build policies and programs to support growers, uplift agricultural communities, and deepen consumer trust in the USDA Organic seal.”
For more information on OTA’s activities during Organic Month, go to: ota.com/organic-month.
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Organic Trade Association
The Organic Trade Association (OTA) is the membership-based business association for the organic industry in North…
