Predictions
Made in 10th Anniversary Issue of "Green Money Journal"
SANTA
FE, N.M. - Natural foods and
related industries - including supermarkets, restaurants and
farming - are poised for a major jump in visibility and popularity
in the next decade, according to predictions made by three leading
industry experts in the 10th anniversary issue of the "Green
Money Journal."
The
forecasts were presented by: Gary Hirshberg, chairman and CEO
of Stonyfield Farm Yogurt, the nation's fourth largest yogurt
company and founder of O'Naturals, a natural and organic fast
food chain; Katherine DiMatteo, executive director of the Organic
Trade Association; and Frank Lampe, editorial director of Natural
Business Communications, which publishes the LOHAS (Lifestyles
of Health and Sustainability) Journal.
Their
views are outlined in what is the oldest and most widely read
magazine in the socially and environmentally responsible investing
and business world. The Green Money Journal is marking its 10th
anniversary milestone with a collection of thought-provoking
predictions from Hirshberg and other leaders in the worlds of
green investing and business, including socially responsible
investing (SRI), organic foods, publishing, architecture and
ecotravel.
What
do the organic foods expert foresee for the next decade? The
following is a brief overview of the predictions made by the
experts in their three articles:
*
Gary Hirshberg predicted the following: "Supermarkets as we
know them will be nearly gone except in small towns, replaced
by large integrated Wal-Mart-like mega-market stores. The mega-markets
will be THE natural foods marketplace, and it will nearly impossible
to distinguish their grocery aisles from the Whole Foods, Wild
Oats, Mustard Seed and other large super natural stores we know
today. The CEO's of these mega-markets will appear in ads proudly
and articulately proclaiming their personal dedication to organic
and pure foods. Organic or "made with organic," will command
50 percent market share and this will have occurred because
the increasing demand for clean food will have brought organic
commodity and ingredient pricing to parity with conventional
offerings. (Many) high-end dining establishments will feature
only organic foods, and a staff nutritionist will be as common
as the wine sommelier is today. Three national organic and natural
fast food chains will be the third, fourth and fifth largest
fast food chains in the U.S. McDonalds and Burger King will
have felt the pressure and will offer organic items, certified
hormone-free, free-range meats and chickens and a full soy complement.
*
Noting that 63 million Americans are classified as Lifestyles
of Health and Sustainability (LOHAS) Consumers, Lampe pointed
out that there is substantial potential for organic foods growth:
"LOHAS Consumers are nearly three times more likely to 'pay
20 percent more for sustainably made products,' and more than
four times more likely than the general population to make 'purchasing
decisions based on effect on the world.' They are also very
brand driven when those companies are perceived to share the
consumers' values. Additionally, 82.1 percent of LOHAS Consumers
agreed completely with the statement that they support sustainable
agriculture practices. Finally, more than 80 percent list 'Vitamins
and Minerals' as their top purchase. 'Natural Foods' ranked
second, 'Herbal Supplements' ranked sixth and 'Organic Foods'
ranked seventh."
*
DiMatteo painted the following picture: "Travelers now can find
farmers' markets offering organic foods in airport terminals.
Many communities with airports see cooperative-farming operations
set up on land nearby to fill this demand. On the rooftops and
empty lots in Chicago, New York, Atlanta, Miami, and other major
cities, residents organically grow herbs and vegetables for
their personal use. In addition, projects funded through tax
revenues convert bankrupt shopping malls, abandoned parking
lots and factories into organic farms and processing facilities
to provide local food to major city centers and new job opportunities
to city residents."
Commenting
on the three articles about the prospects for organic foods,
Green Money Journal Publisher and Editor Cliff Feigenbaum said:
"The last decade has brought tremendous change in the socially
responsible investment industry and sustainable business in
general. We've grown by leaps and bounds. Socially responsible
mutual funds are thriving, shareholder activists have successfully
investigated change at major corporations and the natural business
industries are blossoming. From banking to bakeries, people
are considering where their dollars go not only from a financial
standpoint, but also as they contemplate the footprint they'll
leave on our Earth."
Feigenbaum
added: "Instead of congratulating ourselves for a decade of
accomplishments, we have asked various leaders to help us put
together a 'visionary' issue. We're jumping ten years ahead
to ask: What will the socially responsible investing and the
green business world look like in 2012? We at The Green Money
Journal are proud to have documented the progress to date of
this world and we look forward to recording its future for another
10 years or more."
ABOUT
THE GREEN MONEY JOURNAL AND CLIFF FEIGENBAUM
The
Green Money Journal is one of the oldest and most widely read
magazines and websites catering to the socially and environmentally
responsible business world. The goal of the Green Money Journal
is to educate and empower individuals and businesses to make
informed financial decisions through aligning their personal,
corporate and financial principles. Currently, the publication
has 10,000 subscribers across the country and the world.
Cliff
Feigenbaum is a leading independent voice in socially responsible
investing and green business. He is the founder and publisher
of the Green Money Journal, a bimonthly newsletter that has
emerged as a leading clearinghouse for information on the SRI
movement. In 1995, Feigenbaum launched GreenMoney.com, one of
the largest socially responsible investing and business web
sites. He also is the co-author of "Investing With Your Values."
Feigenbaum contributes articles and information to numerous
publications, and has appeared on many TV and radio programs.
He is an active member of the Social Investment Forum and Business
for Social Responsibility. Feigenbaum is a graduate of Whitworth
College, and lives in Santa Fe, New Mexico.
CONTACT:
Stephanie Kendall
703/276-3254, or skendall@hastingsgroup.com.
VISIT
THE GREEN MONEY JOURNAL ONLINE AT: www.greenmoney.com