The Organic Consumers Association (OCA) has created the Organic Retail and Consumer Alliance (ORCA), an alliance of food producers and retailers, whose goal is to double organic sales from $30 billion to $60 billion.
ORCA members will use a combination of public education, marketplace pressure, boycotts, class action lawsuits and state legislation to end labeling fraud in the “natural” products sector.
Routine mislabeling and marketing fraud has confused millions of US consumers and enabled the so-called “natural” foods and products sector to grow into a $60-billion-a-year powerhouse, garnering twice as many sales in 2012 as certified organic products.
ORCA members include public interest organizations, food producers and retailers, including coops, natural food stores, farmers markets, Community Supported Agriculture (CSA) buying clubs and wholesalers.
