Poisoned land creates demand for `clean' food

CAN FARMING GO GREEN? UNITED STATES Organic growth: How other countries face the challenge

The appetite for organically farmed food is booming in the United States, so much so that demand may soon exceed supply. The Trends Research Institute has identified what it calls "a clean-food diet" as one of the top 10 trends of 1996.

"It's a brand new phenomenon, a major trend now hitting the mainstream," said Gerald Celente, executive director of the institute. "We identified it as such because so-called health foods that were once relegated to a niche market, consumed only by `health food nuts', have started appearing for the first time during 1995 in the aisles of the mainstream supermarkets."

Figures released by the Food Marketing Institute show that today 42 per cent of mainstream supermarkets carry organic produce, and 25 per cent of shoppers are now buying organic food at least once a week. A business opportunity has clearly emerged but, in the view of Mr Celente, "demand will outstrip supply because so much of the land has been poisoned and because the majority of the meat is factory-raised - be it pork, chicken or beef".

"Mad cow has had a strong impact here in the US," Mr Celente said. "It's had a strong subliminal effect, reinforcing what we already intuitively believe, raising public consciousness still further about the safety of what we eat, and accelerating the trend towards a clean-food diet."

The government's Centre for Disease Control and Prevention reported that in 1994 some 7 million Americans became ill and 9,100 died from food poisoning. But it is not only the imperative to live more healthily and longer that explains the increased demand for organic produce. Other factors include the emergence of a new generation reared in the doctrines of environmental awareness and a spreading clamour for fresher and better-tasting food.The figures show that organic food sales in the US in 1995 hit $7.6bn (pounds 5bn), up 20 per cent from 1994. These sales were 22 per cent up on 1993. Americans spend $400bn on food annually but Mr Celente forecasts that by 2010 organic food will account for 20 per cent of sales.

The trend is reflected most eloquently in the burgeoning number of health- food supermarkets. In 1991 there were 195. Now there are more than 700.

There are 7,000 government-certified organic farms and dozens of sites have emerged on the Internet providing opportunities to buy produce direct from organic farmers.

The variety of organic foods on offer has been growing exponentially. The list includes soups, pizzas, baby foods, soft drinks and even pet food. More than 60 per cent of regular organic food shoppers have a college degree; 73 per cent are under 45; and the average income of health food devotees is $36,000, $5,000 above the national average. "For those who have the means and hear the message, a clean-food diet will become a new-millennium status symbol," Mr Celente predicted.

News
Russia Today’s new UK channel began broadcasting yesterday. Discussions so far have included why Britons see Russia as ‘the bad guy’
news

New UK station Russia Today gives a very bizarre view of Britain

News
people
News
people
Voices
Left: An illustration of the original Jim Crowe, played by TD Rice Right: A Couple dressed as Ray and Janay Rice
voices

By performing as African Americans or Indians, white people get to play act a kind of 'imaginary liberation', writes Michael Mark Cohen

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
News
i100
Arts and Entertainment
Hand out press photograph/film still from the movie Mad Max Fury Road (Downloaded from the Warner Bro's media site/Jasin Boland/© 2014 Warner Bros. Entertainment Inc.)
films'You have to try everything and it’s all a process of elimination, but ultimately you find your path'
Arts and Entertainment
Imelda Staunton as Dolores Umbridge in the Harry Potter films
books

New essay by JK Rowling went live on Pottermore site this morning

News
people

Top Gear presenter is no stranger to foot-in-mouth controversy

Arts and Entertainment
Keira Knightley and Benedict Cumberbatch at the premiere of The Imitation Game at the BFI London Film Festival
filmsKeira Knightley tried to miss The Imitation Game premiere to watch Bake Off
News
i100
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Mobile Developer (.NET / C# / Jason / Jquery / SOA)

£40000 - £65000 per annum + bonus + benefits + OT: Ampersand Consulting LLP: M...

Humanities Teacher - Greater Manchester

£22800 - £33600 per annum: Randstad Education Manchester Secondary: The JobAt ...

Design Technology Teacher

£22800 - £33600 per annum: Randstad Education Manchester Secondary: Calling al...

Foundation Teacher

£100 - £125 per day: Randstad Education Chelmsford: EYFS Teachers - East Essex...

Day In a Page

The drugs revolution starts now as MPs agree its high time for change

The drugs revolution starts now as MPs agree its high time for change

Commons debate highlights growing cross-party consensus on softening UK drugs legislation, unchanged for 43 years
The camera is turned on tabloid editors in Richard Peppiatt's 'One Rogue Reporter'

Gotcha! The camera is turned on tabloid editors

Hugh Grant says Richard Peppiatt's 'One Rogue Reporter' documentary will highlight issues raised by Leveson
Fall of the Berlin Wall: It was thanks to Mikhail Gorbachev that this symbol of division fell

Fall of the Berlin Wall

It was thanks to Gorbachev that this symbol of division fell
Halloween 2014: What makes Ouija boards, demon dolls, and evil clowns so frightening?

What makes ouija boards and demon dolls scary?

Ouija boards, demon dolls, evil children and clowns are all classic tropes of horror, and this year’s Halloween releases feature them all. What makes them so frightening, decade after decade?
A safari in modern Britain: Rose Rouse reveals how her four-year tour of Harlesden taught her as much about the UK as it did about NW10

Rose Rouse's safari in modern Britain

Rouse decided to walk and talk with as many different people as possible in her neighbourhood of Harlesden and her experiences have been published in a new book
Welcome to my world of no smell and odd tastes: How a bike accident left one woman living with unwanted food mash-ups

'My world of no smell and odd tastes'

A head injury from a bicycle accident had the surprising effect of robbing Nell Frizzell of two of her senses

Matt Parker is proud of his square roots

The "stand-up mathematician" is using comedy nights to preach maths to big audiences
Paul Scholes column: Beating Manchester City is vital part of life at Manchester United. This is first major test for Luke Shaw, Angel Di Maria and Radamel Falcao – it’s not a game to lose

Paul Scholes column

Beating City is vital part of life at United. This is first major test for Shaw, Di Maria and Falcao – it’s not a game to lose
Frank Warren: Call me an old git, but I just can't see that there's a place for women’s boxing

Frank Warren column

Call me an old git, but I just can't see that there's a place for women’s boxing
Adrian Heath interview: Former Everton striker prepares his Orlando City side for the MLS - and having Kaka in the dressing room

Adrian Heath's American dream...

Former Everton striker prepares his Orlando City side for the MLS - and having Kaka in the dressing room
Simon Hart: Manchester City will rise again but they need to change their attitude

Manchester City will rise again but they need to change their attitude

Manuel Pellegrini’s side are too good to fail and derby allows them to start again, says Simon Hart
Isis in Syria: A general reveals the lack of communication with the US - and his country's awkward relationship with their allies-by-default

A Syrian general speaks

A senior officer of Bashar al-Assad’s regime talks to Robert Fisk about his army’s brutal struggle with Isis, in a dirty war whose challenges include widespread atrocities
‘A bit of a shock...’ Cambridge economist with Glasgow roots becomes Zambia’s acting President

‘A bit of a shock...’ Economist with Glasgow roots becomes Zambia’s acting President

Guy Scott's predecessor, Michael Sata, died in a London hospital this week after a lengthy illness
Fall of the Berlin Wall: History catches up with Erich Honecker - the East German leader who praised the Iron Curtain and claimed it prevented a Third World War

Fall of the Berlin Wall

History catches up with Erich Honecker - the East German leader who praised the Iron Curtain and claimed it prevented a Third World War
How to turn your mobile phone into easy money

Turn your mobile phone into easy money

There are 90 million unused mobiles in the UK, which would be worth £7bn if we cashed them in, says David Crookes