Mixed Fortunes in Europe's Maturing Organic Market

Consultants reveal U.S. and European organics face similar challenges.

Mass merchandisers and supermarket chains are leaping into organics. More consumers are buying organic food for personal health and wellness. Government organic seals have invested organic foods with new status. Organic brands are extending their lines into new categories, while shelves are crowded with organic products from large food companies and private-label store brands. All this rapid growth is causing some critical raw material shortages.

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