It has been five years since the 2005 review paper "Comparison of consumer perceptions and preference toward organic versus conventionally produced foods: A review and update of the literature" by Emmanuel Yiridoe, Samuel Bonti-Ankomah and Ralph Martin appeared in the journal Renewable Agriculture and Food Systems.  Valuable lessons from this study can still be applied today.

In general, it can be said that consumers value organic products for many of their inherent properties.  Yet, these properties are masked.  Imagine that I have placed two apples in front of you - one is a conventionally grown apple, the other certified organic.  If all labels were removed, could you tell which apple was organic?  Probably not.  Yet, were I to tell you, you would automatically assign the organic apple certain fundamental properties - grown without pesticides or synthetic fertilizers, not genetically modified, more environmentally sustainable, maybe even safer, healthier and tastier.

In order to link these intrinsic organic qualities to a product on the shelf, organic foods must be clearly labeled in a recognizable and trusted fashion.  The implementation of the new Canadian Organic Product Regulations and the associated Canada Organic Logo may help to provide a readily identifiable organic logo backed up by regulated standards.

One of the strongest drivers for purchase of organic products is the perception that organic foods are more nutritious and healthier.  Yet, Yiridoe explains that "Studies comparing conventionally-produced products versus their organic alternatives tend to be complicated by various factors, such as the design of the research, products considered, etc.  What this suggests is that evidence from specific studies may not necessarily apply universally to all other related products."  In other words, a definitive answer to the "Is organic healthier?" question may be elusive.

Another stumbling block is the higher price tag often found on organic goods.  This price differential is partly due to higher labour inputs, lower yields, costs of certification, and the ecosystem services promoted through organic farming.  Consumers must, therefore, be willing to pay more money when filling their grocery baskets with organic products.  Most people are willing to pay only 10-20% more for organic products.

The organic industry continues to expand, and as Dr. Yiridoe points out, "Canadian consumers are increasingly interested in 'green' products, and food products that can improve human health".  Local farmers and processors can gain from the growing Canadian organics market by earning the trust of consumers with credible claims signaled through clear product labels.