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This profile was last updated on 2/23/15  and contains information from public web pages and contributions from the ZoomInfo community.

Chief Executive Officer and Execu...

Local Address: Greenfield, Massachusetts, United States
Organic Trade Association
28 Vernon Street Suite 413
Brattleboro , Vermont 05301
United States

Company Description: Founded nearly 25 years ago, the Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in
Background

Employment History

Education

  • University of Wisconsin
  • Master's degree , Management Science
    Marlboro College
179 Total References
Web References
"The brand has outsized our actual ...
www.sugarproducer.com, 23 Feb 2015 [cached]
"The brand has outsized our actual influence in the marketplace," said Laura Batcha, executive director of the Organic Trade Association, during the recent Organicology conference in Portland, Ore.
Market research shows that more than one-third of organic consumers have only been buying organic products in the past two years, she said.
This influx of new consumers raises questions about how to best market organic products, Batcha said.
Contrary to the stereotype of organic consumers being whiter, older and higher income than average, they actually tend to be younger and more racially diverse, she said.
"We are on trend with the future demographic of the United States," Batcha said.
Younger organic buyers have characteristics that don't reflect the habits of "seasoned" organic consumers, she said.
For example, older buyers are more committed to traditional organic retail channels, like food cooperatives, while younger people are "non-denominational" when it comes to shopping for organic products and will frequent mainstream grocery stores, Batcha said.
"They don't attribute a lot of values to it in the same way," she said.
Market data indicates that roughly 80 percent of families buy some organic food, just not very frequently, Batcha said.
It's also likely that some consumers think other labels - like "natural" - connote organic methods, she said.
"Natural has a better frame of reference in our vocabulary," Batcha said.
Staff - Organic Trade Association
ota.com, 11 Oct 2014 [cached]
Laura Batcha,CEO/Executive Director, 202-403-8512
...
Laura Batcha, CEO/Executive Director, 202-403-8512
The Organic Center  |   Board of Trustees
organic-center.org, 8 Oct 2014 [cached]
Laura Batcha
The Organic Trade Association, CEO/Executive Director
Laura Batcha is the current CEO/Executive Director of the Organic Trade Association (OTA). Originally joining the staff of OTA in 2008, she has served in multiple capacities. Hired as Marketing and Public Relations Director, she subsequently became Chief of Policy and External Relations, and later, OTA's Executive Vice President and Interim Co-Executive Director. A seasoned organic professional, Laura has been directly involved in organic production and handling for over 20 years, and has more than 10 years of hands-on experience in the private sector of the organic industry. She currently serves as the Chair of OTA's Political Action Committee. She also has been appointed by the Secretary of Agriculture to serve as a representative of the organic industry on two separate Federal Advisory Committees. The first, AC21, advises USDA on issues related to coexistence of biotechnology and organic and identity-preserved agriculture. The second, APAC, is the agricultural policy advisory committee dedicated to international trade. As CEO/Executive Director of OTA, she also serves on the Board of Trustees for The Organic Center, an independent non-profit research and education organization operating under the administrative auspices of the Organic Trade Association.
Laura Batcha, Executive ...
ota.com, 11 Oct 2014 [cached]
Laura Batcha, Executive Director & CEO, OTA
...
Laura Batcha, Executive Director/CEO, OTA
OTA Farmers Advisory Council (FAC) - Organic Trade Association
www.ota.com, 11 Oct 2014 [cached]
The FAC is supported by Laura Batcha, OTA's CEO/Executive Director. The council is comprised of representatives of state and regional farming organizations representing organic that enter into an agreement with OTA for the mutual benefit of strengthening the organic industry's national public policy influence.
...
Interested organic farmers and organic farming sector, state and regional organic farming organizations should contact OTA's CEO/Executive Director Laura Batcha.
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