Myths and realities of the “new” green economy

This article details new research showing that the majority of U.S. consumers have strong inclinations to buy earth-sustainable food products. Contrary to prevailing beliefs in the industry, the market potential for these products is enormous—52 percent of consumers are willing to buy “green,” and nearly one-third (30 percent) can actually be considered as the core market for earth-sustainable food products. Yet these products currently represent only 2 percent of all food sales. This immense gap can be eliminated by turning our focus from supply (an endless stream of new product introductions) to demand (the needs of the consumer). Doing so requires a clear understanding of the consumer and the dispelling of several myths that pervade the marketplace today. Information in this article was taken from Phase 1 of The Hartman Report—Food and the Environment: A Consumer's Perspective, which examines the consumer segments in much more detail with regard to attitudinal, demographic, and psychographic profiles. The report was commissioned, in part, by The Kellogg Foundation, The Food Alliance, and Cascadian Farm. Phase II of the research more closely examines those segments that represent the key target markets for these products, including information on the effects of advertising, public relations, and labels in communicating environmentally sustainable product messages. Phase III will develop specific retail tactics that can be effective in delivering products and services to the most important segments. For information on obtaining a copy of the report, contact The Hartman Group at 206–451–9094.