Milwaukie, Oregon-based Dave’s Killer Bread has released findings from a brand-commissioned survey on consumer attitudes toward organic products, timed to National Organic Month in September. 
More than three-quarters of respondents, 77 percent, said they are aware of the health benefits of organic food. Among those who called themselves very aware, the share was 44 percent of Gen Z, 35 percent of Millennials, 25 percent of Gen X and 15 percent of Baby Boomers.
Almost seven in 10 Gen Zers, 69 percent, said it is important to them to purchase food labeled organic, more than any other generation. Among Gen Z parents, 70 percent said having children made them more conscious of ingredients in the food they buy for their families, and more than half identified with what the survey called the crunchy parent persona.
Compared with five years ago, 54 percent of respondents said they spend more time examining ingredients and nutritional information, a figure that rose to 60 percent among Millennials and 57 percent among Gen Z.
“It’s gratifying to know that younger consumers, particularly those who are parents, really care about organic food,” said Dan Letchinger, SVP for Dave’s Killer Bread. “As the OG of organic bread, DKB is committed to providing nutritious USDA Organic bread made with no artificial ingredients, no artificial preservatives and no high fructose corn syrup.”
The company surveyed 2,000 Americans online between July 28 and Aug. 3, split evenly across the four generations with 500 respondents each.
Letchinger will speak on a panel about the future of organic at the Organic Trade Association’s Organic Week, held Sept. 14-16 in Washington, D.C. The session covers scaling organic agriculture through innovation, consumer engagement, workforce development and leadership succession.
Dave’s Killer Bread is the country’s top-selling organic bread brand, according to Circana data ending Aug. 8. The brand offers 37 varieties of whole grain organic bakery and snack products, all certified USDA Organic and Non-GMO Project Verified, and pioneered the organic seeded bread category. It launched limited-edition Pumpkin Spice Madness Bagels, available at participating retailers nationwide through November while supplies last.
First sold at the Portland Farmers Market in 2005, Dave’s Killer Bread was acquired by Thomasville, Georgia-based Flowers Foods in 2015 for about $275 million. The brand employs people with criminal backgrounds through its Second Chance Employment program, and says one in three employee-partners at its Oregon bakery has a criminal record.