The organic food market in America is valued at more than $43 billion, and millennials are now the biggest consumers in this food sector. According to a survey conducted by the Organic Trade Association, parents in the 18- to 34-year-old age range are more likely to drop organic broccoli and organic milk into their shopping carts than are Generation X parents (ages 35–50) or baby boomers (ages 51–69). Data showed that 52% of organic food customers are millennials, whereas Gen Xers account for 35%, and baby boomers represent just 14%. Beyond perceiving organic fare’s health benefits for their families, millennials are increasingly placing value on knowing how their food is produced and whether it is done in a way that treads lightly on the environment.

Matthew Kadey, MS, RD

Matthew Kadey, MS, RD, is a James Beard Award–winning food journalist, dietitian and author of the cookbook Rocket Fuel: Power-Packed Food for Sport + Adventure (VeloPress 2016). He has written for dozens of magazines, including Runner’s World, Men’s Health, Shape, Men’s Fitness and Muscle and Fitness.

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