Just after the third anniversary in late October of the U.S. Department of Agriculture's (USDA) implementation of the National Organic Program, which mandates a national standard for the production of organic foods, an annual survey reveals nearly two thirds (65%) of Americans have tried organic foods and beverages, jumping from just over half (54%) in both 2003 and 2004. The market for organic foods continues to grow, with 27% of respondents indicating they consume more organic foods and beverages than they did one year ago. Some 10% consume organic foods several times per week, up from just 7% last year.

According to the 2005 Whole Foods Market Organic Trend Tracker, Americans are buying organic foods and beverages for a variety of reasons. The top three are: avoidance of pesticides (70.3%), freshness (68.3%), and health and nutrition (67.1%). More than half (55%) buy organic to avoid genetically modified foods. Also, more than half of all respondents agree that organic foods and beverages are "better for my health" (52.8%) and better for the environment (52.4%).