Organic in 2030

In January, the Organic Trade Association’s Board of Directors adopted a long-term vision for the trade association to lead the organic sector into the year 2030. OTA’s 15-Year Vision Task Force was co-chaired by Melissa Hughes and Laura Batcha, with participants Melody Meyer, Perry Clutts, Leslie Zuck, and Marci Zaroff.

OTA’s 15-Year vision adopted by the Board is bold, ambitious and far-reaching. It is a reflection of the dedication, integrity and creativity of the sector that OTA serves, and of OTA’s unwavering commitment to lead the organic sector to new unprecedented levels of achievement.

The opportunities for the organic industry have never been greater. To lead organic stakeholders—farmers, processors, handlers, retailers—to greater financial profitability, to greater political influence, and to a greater role as the example of agricultural excellence in protecting the environment and producing the highest and safest quality products, OTA is looking 15 years into the future and defining its vision for the association.

The Organic Industry in 2030

OTA believes the growing demand in the organic market will continue to outpace supply. This widening gap between supply and demand for organic products sets the stage for a critical era in the growth of organic. With OTA’s leadership, the organic supply chain can work together to deliver on the promise of organic to agriculture, the environment and the public.

The Role of OTA in 2030

For organic to reach its full potential, OTA will play an indispensable role in navigating the challenges and opportunities ahead. OTA’s efforts will:

  • Create a unified and impactful voice for the organic industry.
  • Empower the membership to remove barriers and provide access across the value chain.
  • Uphold and advance robust organic standards across the globe.
  • Build infrastructures which cooperatively support the growth of organic.


In 2030, OTA will be recognized by policymakers, the media and organic industry participants as the go-to voice for organic. Membership in the trade association will be recognized as the single-most effective way to address the range of issues facing the organic industry.


In 2030, OTA’s leadership in the political and policy arenas will result in a national agriculture policy in which organic farming will be recognized as best practices in agriculture production. Organic will be known as the premier agriculture production model. The health and environmental benefits of organic food, fiber, personal care and other non-food products will be validated and clearly understood.


In 2030, OTA’s unwavering commitment to its core mission to promote and protect organic trade and integrity will result in organic firmly recognized as the gold standard for transparent farm-to-table/shelf (or body) guarantees.


In 2030, OTA’s collaboration in the global organic arena will foster a robust global market for organic, spur organic production worldwide, and help address global environmental, economic, and food security challenges.


In 2030, OTA will have facilitated an organic industry with robust research, promotion, and education resources commensurate with the need to support the growing market and expanding acres. One possible way to accomplish this is via a self-directed and independent fully functioning Organic Research and Promotion Order/Board whose establishment will be led and facilitated by OTA.


In 2030, OTA’s leadership in the industry as a whole will be as an umbrella and coordinating organization with affiliated organizations. The structure of these new entities will be determined by industry need, with OTA building out the organizational umbrella and serving as the thought leader and catalyst for development, coordination and evolution of the various activities.


OTA will be recognized for the diversity of its membership, with members across the supply chain actively involved in the association structure and leadership. The divides between producers and processors, small-scale and large-scale, food, fiber and non-food will be overcome through OTA providing the opportunities for its members to come together and influence the organization. Through its strong leadership, OTA will provide a unifying vision to its members to advocate for what’s best for the whole organic industry. //