Farmers are going organic because it’s good for people, the planet and profits – removing synthetic chemicals from our homes, reducing input costs, and adding value to products. Families choose organic because it’s associated with high quality, good taste and positive environmental benefits.

Even in last year’s tough economy, many shoppers prioritised organic purchases, with growth particularly evident in Asian and North American markets. As the world begins to recover from recession, and people continue demanding more information about what’s in their food, 2010 looks to be a bumper year for organics.

Shortly before Christmas, American chefs voted organic food to be among the hottest trends for the year ahead, while British supermarkets reversed decisions which had limited the number of organic lines offered during the economic downturn.

International attitudes towards animal welfare, agrichemical use and climate change are likely to increasingly affect New Zealand exports. Even if governments don’t increase regulation or raise trade barriers, farmers are likely to face tougher requirements from their purchasers and distributors, competing for high-value ethical consumers.

The added scrutiny this places on all countries’ farming practices will strengthen certified organics as a winning proposition, combining New Zealand’s already world-leading agricultural reputation with organic standards which meet or exceed customers’ expectations.

At the leading edge are our dairy and wine sectors, which seem likely to continue leading organics’ growth during 2010. Beyond food and beverages, fibre and bodycare products have strong potential. New Zealand-grown certified organic wool could become the true ‘golden fleece’, once mature markets are found and a critical mass achieved.

Of course, organic farming has its fair share of challenges too, which is why Organics Aotearoa New Zealand was created to unify and champion organic producers, processors, certifiers, traders and consumers. As an organisation working across the whole primary sector – from apples to milk and meat to wine – we know that farmers and farming organisations work best when we work together.

Farmers have always been generous in sharing their experience over the fence or over a beer – having the same conversation between organic and conventional farmers can move our entire primary sector closer to environmental and economic sustainability, ensuring that 2010 is at last the year of the farmer.