Kiwis go for organics

Consumers choose organic food and drinks for a number of different reasons - not just the 'green' angle.

They prefer organics not only for the taste, but also because they are better for the environment and perceived as safer for consumers, according to University of Otago research conducted on behalf of Organics Aotearoa New Zealand (OANZ).

“There is strong consumer sentiment for food that is GE-free, contains only natural ingredients and is free from antibiotics, hormones and chemicals,” said Associate Professor Hugh Campbell, director of the Centre for the Study of Agriculture, Food and Environment at the University of Otago.

“While 65% of people choose to buy certified organic food because they understand that organic systems help the environment, most consumers believe that organic food is not only for the ‘greenies’ – a clear indication that organic products are now becoming mainstream”, said OANZ executive director, Ken Shirley.

In addition to the environmental benefits from choosing organics, 46% of consumers say that they notice an improved taste in organic food. Kiwis now spend $210 million a year on organic foods and drinks.