ORGANIC IQ: WHO HAS A CLUE AND WHO NEEDS TO STUDY UP

Survey from Seeds of Change shows West Coast cities excel

LOS ANGELES, Calif., (September 20, 2006) — When it comes to organic food, who needs to study up and who is moving to the head of the dinner table? To determine what consumers really know about organics, Seeds of Change, a producer of premium organic products, surveyed ten major US cities, as well as a national sample, to measure consumers' "Organic IQ." Results reveal that Portland and San Francisco residents reign supreme as "Organic Einsteins."

The IQ was calculated from respondent's correct/incorrect answers to a series of questions about organic production and processing standards. The ten cities surveyed rank from highest score to lowest as follows:

Although Detroit and Los Angeles have the lowest scores, all ten cities have a higher average Organic IQ score than the national average. A majority of respondents in the ten cities answered more than 80 percent of the questions correctly and indicated buying organic foods at least occasionally.

"Consumers are truly driving the organic movement and have made organics one of the fastest growing segments in the food industry today," said Supermarket Guru Phil Lempert. "Although urban and coastal areas are the most familiar with organics, the products are definitely making their way onto dinner tables across the country."

Organics Go West
West coast cities earn their reputation as "Organic Einsteins," with Portland, San Francisco and Seattle filling the top three spots in the ranking.

• Portland leads in organic understanding, with an overwhelming majority (84.2%) strongly agreeing with the statement "I understand what the 'organic' label on food means." Portland also had the largest percentage (46.6%) of respondents say they are buying more organics this year than last.
• Among all the cities, San Francisco had the highest percentage of respondents (12.9%) report buying organic foods several times a week, and the lowest number of respondents report never buying organic (16.9%).
• In Seattle, 40.7 percent of respondents cite supporting local communities and food producers as a prime motivator for purchase, in addition to personal health.

Nutritious and Delicious, for a Cost
The study delved deeper into consumer behaviors to better understand why people are — or are not — buying organic foods. Across the ten cities, nutrition and personal health are cited most commonly as top reasons to buy organic foods. In the national sample, nutrition (52%), personal health (49%) and environmental concerns (31%) are the most common motivators for purchase of organic foods.

In contrast, the studies also reveal price to be a primary deterrent for consumers. Thirty percent of respondents in both Detroit and Cleveland strongly agreed that they aren't willing to pay more for organics.

Organic Purchase Predictors: Gender, Age, Wealth and Education
In both the local market and national survey, women have a slightly higher Organic IQ score on average than men. Additionally, both studies indicate that people with higher scores also tend to be older, wealthier and better educated.

Organic Education: Knowing the Label
The organics sector is showing astounding growth, increasing by 16 percent each year, compared with overall growth in the food sector of 2 – 4 percent a year. The result is that a shopper will likely confront an array of "all natural" and "made with organic" products in the grocery aisle. To help consumers cut through the clutter, Supermarket Guru Phil Lempert recommends looking for products that carry the "USDA Organic" seal, such as those from Seeds of Change. All Seeds of Change products, which include pasta sauces, frozen entrées, rice and grains, and salad dressings, are certified organic. The "USDA Organic" seal means that at least 95 percent of the product's ingredients were farmed without using chemicals, hormones or pesticides harmful to the environment.

About the Surveys
The July 2006 survey queried 2,774 people (more than 200 per market) in the following ten metropolitan areas: Boston, Cleveland, Dallas, Detroit, Kansas City, Los Angeles, Minneapolis, Portland, San Francisco and Seattle. This survey followed a February 2006 survey that questioned a representative sample of 1,000 people across the U.S. In both surveys, respondents answered questions about their knowledge of organic production and processing standards, as well as questions about their attitudes and behaviors towards organic foods. For complete survey results, please contact kate.dambrogi@ketchum.com.

About Seeds of Change
Seeds of Change was born in 1989 with promoting biodiversity and sustainability as its central mission. We began as an organic seed company committed to reintroducing countless heirloom and traditional seed varieties back into modern society's food supply. Our certified organic foods are a natural extension of that mission, made exclusively with organically grown vegetables and herbs, and inspired by cultures and flavors from around the globe. Visit us and our farm at www.seedsofchange.com.

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