北美有机农业市场.pdf

BIOFACH 2013DATEPRESENTED BYFEBRUARY 14, 2013MATTHEW HOLMESNORTH AMERICAOTA and COTAShared mission is to promote and protect the growth of organic trade to benefit the environment, farmers, the public and the economy. OTA and COTA envision organic products becoming a significant part of everyday life, enhancing people's lives and the environment. OTA leading voice for the organic trade in the United States, representing over 6,500 organic businesses across 49 states. COTA represents the Canadian trade and supply chain OTA and COTA have distinct Boards of Directors, democratically elected by membership, and a formal affiliation partnership. market overviewmarket growth: 2012• The World of Organic Agriculture shows us that in 2011, the North American market represented nearly half of the $62.8 Billion in sales • OTA is conducting its annual survey of the organic industry, with expected release in May 2013. At this time, the U.S. organic industry estimate is the US market will be valued at $35 billion,10-11% growth• COTA is conducting the first full market assessment and consumer behaviours study of Canada since the Government regulated organic in 2009. COTA estimates the Canadian market will be $3 billion, 15% growth from 2010 (7.5% annual growth). 2012 U.S. Organic IndustryCategory2011 Sales2011 GrowthOrganic Food29,2209.4% Organic Non‐Food2,195 11.2% Total Organic31,4159.5%2011 U.S. total sales2011 U.S. categoriesCanadian leadersSoya drinks $47.3MMilk $37.2MYoghurt $35.4MCereals $32MCoffee $27.2MSoup $19.5MEggs $15.7MBreads $13.1MBaby Food $11.4MJuices US with Canada and EU• US-Canada = system-to-system EA; EU-Canada = country-of-origin EA; US-EU country-of-departure EA — both streamlining and complex changes happening in global organic sector• Canada-US most important customers• Immediate impact seen in Canada following EU announcement: increased interest. However, processing sector is less likely to benefit or tradeUS – EU impact78% of U.S. families are buying organic foods, up from 73% in 2009. Consistently, the number one motivator cited by parents for choosing organic: “Healthier for me and my children”58% of Canadian households are buying organic products weekly in 2012 (60% of families with children and 62% of families with young children) “Better for the environment”Organic consumersCanadian consumerSpending patterns: Organic vs. Conventional shoppersMajor developments in 2013The Organic Center has combined efforts with OTA and relocated its headquarters from Boulder, CO to Washington, D.C. The Center will remain an independent non‐profit 501(c)(3), but now will be under the administrative auspices of OTA.The Organic CenterGE & “LLP”• GE Alfalfa has been approved in the US, not yet registered in Canada: the first perennial GE, and critical organic rotation• There have been a number of GMO labelling campaigns with momentum in the US (March on Washington, CA ballot initiative 37 &“Just Label It” campaign)• Canadian govt. recently concluded “Low Level Presence” threshold consultations with industry—COTA was heavily involved and continues to express concern• Increased media scrutiny and “blow-back” since GMO fight heated up“natural”•COTA has fielded a lot of member concern re: consumer confusion with competing or ambiguous claims…•In 2010, half of Canadians believed it more important a food be labelled “natural”•Recent CFIA consultations on “natural” meat indicate government may get involved (note: Globe and Mail and CBC Marketplace coverage)•COTA has received word that CFIA will engage on a much broader stakeholder consultation re: “natural” claims in 2013U.S. Organic OperationsOrganic is a $31.5 billion per year industry, with more than 17,500 certified operations nationwidecertification & supply Just as the market is heating up and global commodity prices are approaching / reaching record-high the supply crunch is back Though the largest combined market, North America has only 7% of world production, 1% of global producers Production levels have remained plateaued since 2008 Meanwhile, if we use the Census of Agriculture from 2001-2011: 17% overall decline in total farms in Canada BUT 66.5% increase in organic farmstrade codes19Organic. Consumer Driven. Farmer Powered. Matthew Holmes Executive Director COTA mholmes@ www.ota-canada.ca Twitter: @OrganicTrade Twitter: @CanadaOrganicLaura Batcha Executive VP OTA lbatcha@。