Trust in organic products is not a sure thing 

When organic seems too expensive, too cheap, and too complicated all at once

40 percent of respondents agree with the statement that there is a lot of fraud in the organic sector (BÖL 2025). At the same time, many consumers are unaware of the differences between certification labels and standards. While organic products are purchased, they are by no means automatically understood. During the “Trust me if you can” panel at the SustainableFutureLab at BIOFACH 2026—which took place in collaboration with the marketing agency BAM! – Bock auf morgen, it became clear why trust in organic products is under pressure. From the perspectives of consumer research, academia, and business practice, it became evident how strongly conflicting expectations, a lack of guidance, and growing demands—especially from Generation Z—are challenging the organic industry. For many, organic products seem at once too expensive, too cheap, too industrial, or too complicated. It is precisely these contradictions that are putting the organic industry’s credibility under pressure. The subsequent hackathon put the debate into practice—with three ideas for building greater trust in organic products.

Gen Z expects more than just an organic label

Carolyn Hutter, professor of food management at the Baden-Württemberg Cooperative State University, showed that while purchasing motivations such as health, animal welfare, freshness, and the environment continue to be important, organic products are by no means a surefire success anymore—especially among Generation Z. According to recent study findings from the University of Kassel, this young demographic’s trust in organic products has taken a significant hit: “Nearly half of Gen Z says: Organic is a marketing gimmick. They’re really just trying to take my money. There’s probably nothing real behind it,” said Hutter. While health, animal welfare, freshness, and the environment continue to play an important role in the purchase of organic products, At the same time, however, many young consumers lack trust, guidance, and information presented in an understandable way. For many, regional sourcing is more tangible than organic—partly because it’s easier to grasp. While organic often requires explanation, regional sourcing feels more immediate, visible, and emotionally relatable. Furthermore, the young target group wants more in-depth information, but in a form that is understandable, appealing, and digitally compatible. Simple messages are in demand rather than complex technical terms. In addition, according to Hutter, organic products must align more closely with everyday trends that young people are already engaged with—such as health, DIY, clean convenience, or “snackification”—in order to become more relevant to Generation Z.

How can we build trust in organic products?

“The organic sector needs to evolve—and it hasn’t been doing so, and not just since yesterday.” With this statement, Sebastian Lackner, professor of agricultural economics at the University of Rostock, made it clear right from the start just how great he believes the need for reform to be. Trust in organic products, he argued, cannot simply be built through communication alone. The sector must better demonstrate its environmental performance and further develop its standards. Lackner cited biodiversity as an example: Many organic farms are already doing a great deal in practice to promote biodiversity and protect water bodies. However, not everything is so clearly defined in the guidelines that a credible competitive advantage can automatically be derived from it. This is precisely where the organic sector needs to step up its efforts. His conclusion: It is not better marketing alone, but rather more verifiable substance that will determine whether new trust is built.

A Change of Seats in the Brand Tandem

While Sebastian Lackner focused primarily on the structural and technical weaknesses in the organic sector, Jannis Meseke, head of marketing at Voelkel, demonstrated how these tensions manifest themselves in concrete terms in day-to-day brand management. His central question: How can new target groups be attracted without diluting the brand’s core identity? In practice, according to Meseke, sustainability arguments alone are often not enough to persuade people to buy. The initial pitch therefore tends to focus more on immediate purchase motivations such as taste, health, or an appealing brand experience. “Sustainability, however, takes a back seat in communication. Customer benefit takes center stage,” said Meseke. He was referring to the concept of “switching seats in a tandem” from the book “Das 60%-Potenzial” (The 60% Potential) by Johanna Gollnhofer and Jan Pechmann. What drives companies internally—such as organic products, fairness, reusable packaging, or heirloom seeds—does not automatically take center stage in customer communication. There, enjoyment, health, and brand appeal must take precedence. At the same time, the challenge remains to ensure that sustainability isn’t pushed too far into the background, given that it forms the very core of the brand. For many organic brands, this is precisely where the balancing act between reach and credibility lies.

Idea 1: Organic Meets AI

One suggestion led us into the world of artificial intelligence. The reasoning behind it: While traditional advertising barely reaches many people anymore, and the term “organic” has hardly ever appeared in AI responses so far, an important source of information remains untapped. Anyone who asks an AI today what’s healthy, what can be cooked quickly, or what to look for when shopping often receives many suggestions—but “organic” usually doesn’t play a role in them.

That, according to the argument, is precisely a missed opportunity. Why shouldn’t an AI, when recommending a recipe, naturally also suggest organic eggs, organic tomatoes, or other organic ingredients? Not as a blatant advertisement, but as a credible suggestion at the right moment. So if you want to build trust in organic products, you have to be visible where people are looking for answers today.

Idea 2: Organic Associations in the Same Boat

A second idea focused on organic associations. Put simply, it was: “Associations, unite!” This idea is based on the observation that while many consumers buy organic products, they are largely unaware of the differences between EU organic standards and the higher standards set by individual associations. In everyday life, this often means: “As long as it’s green, as long as it’s organic”—but exactly what that entails remains unclear.

More open communication could help provide clarity here. One possibility would be simple and clear explanations that don’t start with complicated sets of rules, but with tangible questions: How much space does a chicken have? What does animal welfare actually mean? What’s the difference between minimum standards and more stringent requirements? The idea behind this is that a rather vague notion like “organic is somehow better” could become a more understandable “that’s why this organic product is special”—without devaluing the EU organic label.

Idea 3: Organic Specialty Stores: In the Right Place at the Right Time

The third approach focused on specialty stores—less on specific criteria and more on the shopping experience. The emphasis was on tranquility, ease of navigation, expert advice, and the feeling of being in the right place. During the hackathon, specialty stores were described as places where “the world pauses for a moment”: no garish promotional chaos, no overwhelming clutter, but rather a store where it’s easy to find your way around and you don’t have to examine every product individually.

This was illustrated by the image of a stressful moment in everyday life: Someone comes home exhausted from college or the office, pops into the organic grocery store—and finds a stark contrast to the rest of their day. Friendlier service, more organized shelves, and a calmer atmosphere.

That is precisely where a particular strength could lie. People who shop here should not only receive information but also take away a sense of confidence: This is the right place; I can trust this place; the products here have already been pre-selected. You can simply reach for an item on the shelf—without having to study labels or turn products over—because your own needs have already been taken into account here. Much of this already exists in specialty stores—the key might be to make this advantage more visible. The shopping experience would thus become a unique selling point that the industry has so far paid too little attention to.

Clarity, Cooperation, Concrete Experiences

The takeaway from the hackathon: The organic sector needs more clarity, more outreach, and more collaboration. Trust in organic products doesn’t just happen on its own—nor does it come solely from a certification label. It requires transparent benefits, clear communication, and places where consumers can experience organic products firsthand. In other words: The organic industry must not only provide better answers, but also communicate in a way that is easier to understand, more inclusive, and more closely aligned with the everyday realities of its target audiences.