U.S. sales of natural and organic foods and beverages reached $28.2 billion in 2006, according to the Nutrition Business Journal. Sales of organic foods and beverages alone increased by 22 percent to $16.9 billion. These foods are a key component in the major consumer trend known as whole health solutions — diets that promote health and wellbeing, prevent disease, help cure illnesses and protect the environment. Retailers, suppliers and producers —natural and mainstream — are meeting this demand with new foods and organic alternatives to conventional products. The National Organic Program (NOP) — implemented in 2002 by the U.S. Department of Agriculture (USDA) — holds the industry to strict standards in the production and sale of such foods. Increased consumer demand and organic’s bottom-line appeal are convincing more retailers to add these foods to their mix. For the same reasons, food suppliers and producers are adding organic line extensions or converting to organic entirely.

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