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Natural Instinct

Have a feeling the organic market's got a lot to offer? You're not the only one.

This story appears in the August 2003 issue of Entrepreneur. Subscribe »

If you're looking for a hot market, look no further thanorganic products-those grown and farmed in such a way as to ensuresustainability (for example, without pesticides). According to theOrganic Trade Association (OTA), the organic market is growing 20percent every year. "Up to 60 percent of the population [is]willing to buy organic products," says Holly Givens,communications director of the OTA.

But to get those products into the hands of consumers,entrepreneurs must know their market well. The organic food andbeverage market is estimated to be about $6.9 billion and isexpected to grow between $12 billion and $13 billion by 2007,according to the Natural Marketing Institute (NMI), an organicmarket consulting firm in Harleysville, Pennsylvania. Joe Marra,executive director of NMI, notes all areas are experiencing growth,especially spices, yogurt, coffee and meats.

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