Generic claims about sustainability resonate less with shoppers than specific messages about upcycling, BPA, parabens etc, said Eric Pierce from New Hope Natural Media. Meanwhile, mission-based brands/concepts had the highest purchase intent scores and market prediction scores of all the 52 trends New Hope has tested with consumers this year, he said. Pictured: Make a Stand Lemon-aid
US organic food & beverage sales rose 10.6% to $39.8bn in 2015, says OTA
From croplands to chicken coops, organic manufacturers get their hands dirty to anticipate looming shortage
OCA sues Hain Celestial, Honest Co, over organic labels; both insist they 'fully comply' with USDA standards
FTC action casts more doubt over usefulness of 'all natural' claims
