• Introduction
• The Market
  • The Overall Organic Market
  • Table 1-1 Total Foods and Organic Foods Consumer Sales and Penetration, 1997-2003
  • Table 1-2 Organic Food Category Share, Consumer Sales, 2003 (in millions $)
  • Figure 1-1 Organic Food Category Share, Consumer Sales, 2003 (in millions $)
  • Table 1-3 Organic Food Category Share in the US, Projected Sales Growth, 2003, 2007 (%)
  • Table 1-4 Actual and Projected U.S. Organic Food and Beverage Sales, 1991-2005 (in billion $)
  • The Market for Organic in Foodservice
  • Operators See an Uptick in Requests
  • Table 1-5 Which of the Following Items Gained Popularity in Restaurants in 2005?
  • 2% of Total Sales, But Growing
  • Table 1-6 Organic Food by Distribution Channel, 2003 (in million $)
  • Table 1-7 Organic Food Types Purchased by Foodservice Operators, 2005 (%)
  • Opportunities for New Product Introductions
  • How Organic Art Thou?
  • Organically Certified Restaurants
  • Other Organic Labeling Options
  • Humanely Treated, Free-Ranging Livestock
  • “Veganic?”
  • Chefs and Consumers
  • On Menus Coast to Coast
  • Ethnic Appeal
  • Organic Java

Chapter 2 The Marketers

• Suppliers: Agricultural Producers and Processors
• Organic Farms Operated By Current and Former
• Foodservice Operators
  • Be Wise Ranch
  • Jacob’s Farm/Del Cabo Cooperative
  • Lundberg Family Farms
  • Wholesome Harvest
  • Petaluma Poultry
  • Applegate Farms
  • Straus Family Creamery
  • Organic Valley Family of Farms
  • Stonyfield Farm
  
  
• Suppliers: Distributors and Manufacturers
  • Prepared Organic Options Hold Little Appeal
  • But Institutional Service May Change That
  • Table 2-1 Organic Supply Problems Reported by Foodservice
  • Operators, 2005 (%)
  • United Natural Foods
  • Fairfield Farm Kitchens
  • Hain Celestial/Spectrum
  • Horizon Organic Dairy
  • White Wave Inc.
  • Aurora Organic Dairy
  • Eden Foods
  • Lifeway Foods
  • Small Planet Foods
  • Rudi’s Organic Bakery
  • Clover Stornetta Farm
  • Dagoba Chocolate
  
  
• Foodservice Operators: Fine Dining
  • Restaurant Nora, Washington DC
  • Prairie Grass Café, Northbrook IL
  • Sterling Café, Seattle WA
  • 26 Brix, Walla Walla WA
  • Lauro Kitchen, Portland OR
  • Ristorante Fratelli, Portland OR
  • Mare, Boston MA
  • Blue Room Grill, Cambridge MA
  • Craigie Street Bistrot, Cambridge MA
  • Chez Panisse, Berkeley CA
  • Mijita, San Francisco CA
  • Quince, San Francisco CA
  • Wilshire, Santa Monica CA
  • Region, San Diego CA
  • Table 8, Los Angeles CA
  • RM Seafood, Las Vegas NV
  • The Kitchen, Boulder CO
  • 3030 Ocean, Fort Lauderdale FL
  • Commander’s Palace, New Orleans LA
  • Murphy’s, Atlanta GA
  • Zely & Ritz, Raleigh NC
  • Woodfire Grill, Atlanta GA
  • Ouisie’s Table, Houston TX
  • Bonnell’s Fine Texas Cuisine, Fort Worth TX
  • Wink, Austin TX
  • Franny’s, Brooklyn NY
  • Applewood, Brooklyn NY
  • Patroon, New York City
  • Mas (Farmhouse), New York City
  • The Harrison, New York City
  • 5757, Four Seasons Hotel, New York City
  • Soul at Spirit New York, New York City
  
  
• Foodservice Operators: Chain Restaurants
  • Ronald McDonald Goes Organic
  • Burger King
  • Good Times Burgers and Frozen Custards, Golden CO
  • Boston Market
  • O’Naturals, Portland ME
  • Oceanaire Seafood Room, Minneapolis MN
  • Sharky’s, Agoura Hills, CA
  • Schlotsky’s, Austin TX
  • Chipotle Mexican Grille
  • Table 2-2 Customer's Ranking of Fresh Mexican Chains, 2005
  
  
• Organic to Go
• Is Future Sustainable?
  • Foodservice Operators: Brewpubs
  
  
• Foodservice Operators: Catering
  • Organic at the Ballgame
  
  
• Foodservice Operators: Resorts
• Gilbert’s, Lake Geneva WI
• Angry Trout Café, Grand Marais MN
  • Shangri-La Hotels & Resorts on Maldives
  
  
• Foodservice Operators: Cross-Channel Market Cafés and Bakeries
  • Panera and Atlanta Bread Company
  • Starbucks
  • Au Bon Pain
  • Whole Foods Markets Foodservice
  • Table 2-3 Whole Foods Sales and Profit Performance, 2001-2004 Wild Oats
  • Supervalu’s Sunflower Market
  
  
• The Upside: Why Operators are Going Organic
  • Table 2-4 Percent of Operators Reporting That Their Customers Ordered More Of The Item Than Two Years Ago, 2005 Compared With 2003 (%)
  • Table 2-5 Why Foodservice Operators are Using Organics, 2005 (%)
  
  
• Challenges of Menuing Organic
• Higher Costs Take Toll
• Organic Doesn’t Fit All Operations
  • Table 2-6 Average Spending Per Person by Casual Dining Type, 2003
  • Table 2-7 Share of Main Dish Salad Orders in Restaurants 2004-2005 (%)
  
  
• The Pluses and Minuses of Buying Local
• An Image Problem?
  • Table 2-8 Challenges of Menuing Organics, 2005
  
  
• Organic Abroad

Chapter 3 The Consumer

• Table 3-1 Market Shares of Food Allergy and Intolerance Products, by Brand, 1999 and 2003*
• Table 3-2 Age Distribution of Purchasers of Organic Foods at Retail
• Table 3-3 Demographic Characteristics of Teen Consumers who say that People Who Buy Health Foods are Strange