Organic Trade Association marks 40 years and Organic Month with national campaign

The Organic Trade Association (OTA) is celebrating its 40th anniversary and Organic Month with the launch of a nationwide campaign urging shoppers to look for the USDA Organic seal.

The initiative, called “Seal Makes It Simple,” is designed to cut through consumer confusion about food and textile labels by highlighting the federally regulated standards behind the organic seal. The campaign will run through Dec. 31, 2026, and is set to debut in six regional markets:

• Atlanta
• Charlotte, North Carolina
• Indianapolis
• Louisville, Kentucky
• Lubbock, Texas
• Tampa, Florida

“Shopping should not feel like complicated homework,” said Tom Chapman, OTA co-CEO. “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.”

Organic is now a $71 billion industry, according to OTA’s 2025 Market Report, growing at double the rate of conventional food. Younger consumers, particularly Gen Z and Millennials, are driving that growth, citing health and environmental benefits and a willingness to pay more for organic products.

Unlike other eco-labels, the organic seal represents a federally regulated system that bars toxic pesticides, GMOs, synthetic additives and antibiotics, while supporting animal welfare and sustainable agriculture.

The “Seal Makes It Simple” campaign is backed by $2.2 million from a USDA Organic Market Development Grant, part of the $300 million Organic Transition Initiative. OTA, The Organic Center and Organic Voices are investing a combined $4.4 million over three years to expand consumer trust and strengthen markets for organic producers and retailers.

“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. “Frankly, we’ve been waiting for something like this and are eager to support it.”

OTA’s anniversary celebrations also include its annual Organic Week conference in Washington, D.C. The event will bring together members, policymakers and industry leaders for panels, breakout sessions and advocacy activities on Capitol Hill. Jack Sinclair, CEO of Sprouts Farmers Market, will deliver the keynote address.

“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, OTA co-CEO. “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.”