The copious amount of information available on organic foods can be overwhelming for consumers, often resulting in confusion about what ‘organic’ truly means. This highlights the crucial role of retailers and manufacturers in effectively conveying the benefits of organic foods to consumers.

In this paper, Daymon explores the importance of communicating the benefits of organic food, providing two examples of best-in-class retailers to showcase what retailers can do to communicate ‘organic’ and where Private Brands fit in.