Figure1:Importance of Various Labels/Phrases When Selecting Foods and Beverages For three quarters of consumers "fresh"is very important when choosing foods and beverages. Fresh 76% Pesticide-free 48% Hormone-free 135% Natural 32% Certified humane 31% Origin of ingredients 28% Localy grown 23% Sustainable 21% USDA Organic 19% Fair trade 18% Seasonal 17% ■Total Respondents Free range 16% Organic 15% Grass-fed 14% Heirloom ■5% Base:All respondents(n=2161). Source:The Many Faces of Organic survey.February 2008.Top 2 Box based on 7-point scale ranging from'Not at all important(=1)toExtremely important(=7). The Hartman Group The Many Faces of Organic Report 2008The Hartman Grou p The Many Faces of Organic Report 200 8