After years of post-COVID supply chain disruptions, the U.S. organic market rebounded strongly in 2024, setting an all-time sales record. According to the 2025 Organic Market Report from the Organic Trade Association (OTA)*, organic sales soared to a world-leading $71.6 billion, growing 5.2% annually -more than double the overall food market’s 2.5% growth. Organic produce, often the first stop for consumers exploring organic options, remained the top category with a 30% share of total organic revenue.
A major driver of this growth is consumers’ increasing focus on health and wellness. According to the report, shoppers are seeking cleaner, more transparent ingredients and gravitating toward products with the USDA Organic seal. Another factor fueling growth is the narrowing price gap between conventional and organic foods. As competition heats up, mainstream grocery chains are expanding organic selections. The rise of organic private-label store brands makes these products more affordable and accessible.
In a landmark move for trust in organics products, Naturland has partnered with the Real Organic Project, a farmer-led initiative committed to preserving the true spirit of organic agriculture. Their goal is to raise public awareness of core organic values - soil health, social fairness, and transparency in food production.
To realize this vision, they launched “Real Organic Naturland,” a joint venture offering ethically operated food producers an independent certification that upholds the highest standards of organic integrity. Drawing on Naturland’s decades of experience in Europe and the Global South, the certification ensures that shoppers can trust the foods they buy are “real organic”. Certified products will carry the joint venture’s seal, assuring consumers that plant-based foods are grown in living soil and animal products come from humanely raised animals.
To lead this ambitious effort, the joint venture enlisted Dana Geffner to serve as the organization’s Director. Dana brings a wealth of experience from a career dedicated to building a just and equitable food system. As the founder and longtime Executive Director of the Fair World Project, she has been the leading voice for fair trade advocacy in the U.S. Dana served on numerous executive and advisory boards in the areas of fair trade, sustainable entrepreneurship, and regenerative agriculture - making her uniquely equipped to lead the Real Organic Naturland joint venture into the future.
“I’m excited to work with Naturland and the Real Organic Project to build a global organic movement that highlights real organic farmers in the U.S. and around the world.
These farmers and manufacturers are leading the way - building healthy soil, caring for animals, and strengthening communities - and they deserve to stand out. As the USDA Organic standard has been watered down to make room for corporate organic, this add-on certification gives consumers the power to choose products that truly reflect their values.” - Dana Geffner
Stefan Hauke is an experienced organic industry consultant based in the U.S. and serves as Operations Lead for Naturland North America. He played a key role in launching the Real Organic Naturland joint venture, guiding it to operational readiness.