OTA Celebrates 40th Anniversary with New Campaign Launch

As the Organic Trade Association (OTA), Washington, celebrates 40 years, the organization launched the “Seal Makes It Simple” campaign, aimed at raising consumer awareness about the benefits of organic for personal well-being and the environment. OTA developed integrated media, digital, and retail campaigns to help eliminate consumer confusion when shopping for food and textiles — amid a myriad of certifications and choices available — with a clear call to action to look for and choose the USDA Organic seal.

Organic is now a $71 billion industry, growing at double the pace of conventional food products, according to OTA’s 2025 Market Report. Unlike other eco-labels or certifications, only organic is federally regulated, ensuring that food and fiber are produced without pesticides, GMOs, synthetic additives, or antibiotics, while promoting animal welfare, sustainable agriculture and a healthier planet.

The “Seal Makes It Simple” program will run through Dec. 31, 2026, and will debut in six regional markets where organic has strong potential for growth: Atlanta, GA; Charlotte, NC; Indianapolis, IN; Louisville, KY; Lubbock, TX; and Tampa, FL.

Funding for the campaign is made possible through a $2.2 million USDA Organic Market Development Grant (OMDG) awarded in 2024 to OTA and The Organic Center, part of the $300 million Organic Transition Initiative. Together with Organic Voices and support from OTA members, the organization is investing $4.4 million over three years to expand consumer trust and grow organic markets.