Organic quality is good! Is control better?

Organic quality gets a confidence check

Organic food has long been considered the epitome of sustainable consumption – representing responsibility, quality, and the ethical treatment of people and the environment. But the last few years have left their mark: Reports about incorrectly declared goods, organic products from overseas, or dubious intermediaries have at times undermined consumer confidence. Often, all it takes is some minor inaccuracy – a misleading label or a murky supply chain – to ignite a heated debate in the media. This also has a psychological basis, as people tend to remember negative news more easily than positive news. Trust is fragile and needs to be reaffirmed repeatedly. For the organic sector, this means that every control, every credible initiative, and every transparent communication helps to strengthen trust and validate the quality of organic products. Moreover, current sustainability terminology and trends such as ‘regenerative’ or ‘climate positive’ are becoming more widespread and compete with the term ‘organic’ in the public’s perception. However, these attempts to broaden the definition may also cause uncertainty among consumers – especially if the actual differences between the various concepts remain unclear. In this context, organic quality continues to signify a legally defined and regulated system that fully embodies ecological principles and thus forms the basis for every credible advancement – and is identified through various organic labels.

Figures that give the organic sector confidence

At the same time, recent surveys indicate that scepticism about organic products is already declining again. A survey by Professor Katrin Zander reveals that, although only around 15 to 30 percent of respondents were completely convinced of the trustworthiness and integrity of organic products, these doubts have diminished significantly since 2019.

At that time, around half of the respondents regarded the designation ‘organic’ as a marketing ploy. Today, consumers estimate the likelihood of organic products genuinely being organic to be around 60 percent on average – representing a distinct increase in trust. The survey also found that a lack of trust in organic labels significantly reduces a consumer’s willingness to pay. Consumers who do not have full confidence in the control systems are rarely prepared to pay higher prices for organic products. Trust is therefore not just a question of attitude but also an economic prerequisite for the success of organic food. Although consumer trust is gradually returning, it hinges on the credibility of organic labels as a reliable indicator of organic quality.

Does the variety of organic labels available provide guidance or cause confusion?

Alongside the EU organic logo and German organic label with its basic standards, association trademarks like Bioland, Naturland or Demeter – which reflect different priorities and, in some cases, adhere to much stricter guidelines – also influence how the industry is perceived. This diversity strengthens the organic quality standard and credibility of the organic food industry but adds complexity for consumers seeking clear guidance.

From a legal perspective, this distinctiveness is also becoming more important: Thanks to the EU Empowering Consumers Directive (EmpCo) and the amendment to the German Act against Unfair Competition (UWG), vague or proprietary sustainability labels will be subject to much more rigorous scrutiny going forward. Companies will only be permitted to use sustainability claims or symbols if they are demonstrably and verifiably documented. Although the new provisions will present challenges for many companies and farming associations, they do show how well the organic sector is organized when it comes to verifiable sustainability. One recent achievement is that the explanatory memorandum for the new Section 2, Paragraph 2 (2) of the German Act against Unfair Competition (UWG) specifically states that both the EU Organic Production Regulation and additional private standards are valid as the basis for “recognized excellent environmental performance”. Among others, the associations AöL and Bioland had actively advocated for this change. This means that environmental and sustainability claims are still admissible, provided they are supported by certified organic standards. Consequently, self-created sustainability labels without independent oversight are unlikely to remain viable over time. In this respect, officially certified organic labels are leading the way. VAUDE offers one example from outside the food industry: Its long-established Green Shape label is set to be transformed into an officially recognized certification system in the wake of the new EU regulations. Approval by the relevant testing authority is still pending, but this example shows how companies can address the new transparency requirement in a credible manner. 

Organic and more: a mindset that goes beyond the product alone

Yet credibility does not end with an organic label. It is achieved when companies assume responsibility over and beyond the statutory requirements – when organic principles become a mindset. One such example is Neumarkter Lammsbräu. The pioneer of organic beer is not only focused on premium organic quality and the use of certified raw ingredients but is also committed to protecting regional water resources – the basis for every beer. With its projects for the renaturalisation of water sources and collaborations with farmers, Lammsbräu is rigorously implementing ecological responsibility measures. Such projects underpin the trustworthiness of organic production because they show that sustainability doesn’t end with the product but is something that is practiced throughout the entire company. Neumarkter Lammsbräu won the 2025 German Sustainability Award in recognition of its commitment. 

Imported organic food: the balancing act between aspiration and reality

The issue of imported organic food in particular shows how fragile trust can be. Although imported products with organic labels are also subject to strict controls and need to meet EU standards, complex supply chains, different control systems outside Europe, and a lack of transparency about intermediate distributors are constantly creating grey areas. Often, the certification of the product is legally sound, but its credibility suffers if consumers cannot determine where and how it was produced. The ‘grey zone of imported organic products’ is therefore not so much a legal issue but a problem of perception: Many consumers see a contradiction between their ideal of organic food and the realities of global trade. They wonder why organic potatoes are being imported from Egypt when they can also be grown in Germany.  

This is a challenge also faced by Alnatura. “To be able to offer a diverse range, we need imports like bananas, pineapples, or Basmati rice. Other than that, we always check whether there is a regional alternative, because regional origin is an important trust factor,” says Weiss. “For example, in the last few years we have increasingly been able to procure organic soybeans from the EU and in some cases from Germany”. The decision whether to buy regional or imported products often depends on factors like distance, quality, volumes, and price. To ensure compliance with ecological and social standards at both regional and global levels, Alnatura collaborates with transparent partners and adheres to independent social standards. Since 2021, it has been audited annually under the We Care Standard. “This covers the entire supply chain management – from cultivation at the point of origin to the local supermarket.” This ensures the traceability of organic quality across the entire value chain.

The organic food sector is evolving instead of just resting on its laurels

In times of high price sensitivity, the organic food system is facing a twofold challenge: Consumers are paying more attention to price while demanding transparency and credibility. Only those who can verifiably demonstrate what organic food stands for and the benefits that genuine organic quality provides can win long-term trust. Organisations like the AöL or dedicated organic food pioneers prove that the industry is not resting on its laurels. They work constantly to continue to improve the organic food system to create even more fairness, environmental protection and transparency. The examples in this article demonstrate that producers, associations and retailers are taking responsibility, committing to rigorous control systems, and consistently working to improve the quality of organic products. Credibility is established wherever mindset, controls and innovation align – and wherever people not only produce organic food but live and breathe the organic ideal.