Those who shop organic pay the cost for their health-conscious habits.
“For a lot of goods, it depends on whether you buy seasonally or not,” said Alex Batchelor, long-time employee of Native Roots, a Norman grocer that sells only locally-produced and organic foodstuffs. “But, for the rest of it, prices are generally higher, because it’s better quality.”
“To be USDA-certified ‘organic’ you actually have to pay the government to come out and certify your food,” said Batchelor, “so things that have the ‘USDA Organic’ logo on them are going to be certified-organic, and that’s good, but there’s going to be an artificial cost inflation due to that.”
So why do shoppers continue to pay the higher price? According to Batchelor, there are three main incentives that drive the market – the desire to protect the environment and buy goods produced in a ‘green’ way; the desire to preserve and improve one’s health by avoiding harmful preservatives, additives, and pesticides that are often found in non-organic food; and, finally, the desire to eat foods with the best, most unadulterated flavor.
Charles Reynolds, economics senior, is one such organic shopper. Reynolds claims to buy some, not all, of his groceries at Native Roots and other organic stores. For other goods, he turns to Wal-Mart.
“I’ll definitely only [eat] organic eggs,” said Reynolds, “but I don’t think some stuff needs to be organic.” Along with eggs, Reynolds cites milk and produce as two other goods that he will only eat organic, willing to pay the extra money to avoid consuming growth hormones and pesticides.
For goods like flour, sugar, and spices, Reynolds shops at Wal-Mart, claiming that the cost would outweigh the benefit of buying those at Native Roots.
This cost-benefit analysis varies among consumers, but both Batchelor and Reynolds agree that many foods are worth the extra cost.
“I’ll pay double the price of a red bell pepper at Native Roots than I would at Wal-Mart happily, because I’ll know it wasn’t showered in pesticides,” said Reynolds. “Health is worth an extra buck.”