Bread’s role in the organic override

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Bread’s role in the organic override

28 Aug 2026

Lily Cota

Lily Cota is a writer, editor and photographer from Kansas City, Missouri. She graduated from Missouri State University with a Bachelor of Science in English and a minor in Photography. When she’s not writing, you can find her reading fantasy novels, thrifting, trying out local coffee shops and spending time with her nieces.

MILWAUKIE, OR — The term “organic” has become a buzzword for younger consumers who read labels, check facts and scrutinize ingredients. In the commercial baking industry, organic products are hitting their stride.

Consumers perceive organic food as healthier, safer and more environmentally friendly in its growing and sourcing practices. Key purchasing motivators include health consciousness, environmental concerns, perceived quality and ethical considerations.

National Organic Month, recognized every September, strives to raise awareness about organic farming, sustainable production, and the benefits of living and eating organically.

According to findings from Dave’s Killer Bread (DKB)’s new research about consumer preferences and purchasing behavior — gathered from 2,000 Americans split evenly by generation — more than three-quarters of survey respondents (77%) said they’re aware of the health benefits of organic food, with 44% of Gen Z “very aware” compared to 35% of millennials, 25% of Gen X and 15% of baby boomers.

Among younger generations who are financially supporting their growing families, 70% of Gen Z parents agree that having children makes them even more conscious of the ingredients in the food they buy. More than half of Gen Z parents identify with the “crunchy parent” persona, which describes someone who chooses a natural and holistic approach to raising children, and that approach often permeates into the pantry.

Nearly seven in 10 Gen Z participants said it’s important they purchase foods labeled “organic.”

“It’s gratifying to know that younger consumers, particularly those who are parents, really care about organic food,” said Dan Letchinger, senior VP for Dave’s Killer Bread. “DKB is committed to providing nutritious USDA Organic bread made with no artificial ingredients, no artificial preservatives and no high fructose corn syrup.”

Compared to five years ago, 54% of survey respondents are spending more time examining the nutritional information on the back of foods they purchase. In DKB’s survey, nearly seven in 10 Gen Z participants (69%) said it’s important they purchase foods labeled “organic.”

DKB’s organic seeded bread category offers 37 varieties of whole grain organic bakery and snack products, all of which are certified USDA Organic and Non-GMO Project verified. Other bread brands, such as PACHA and Food For Life are also finding ways to maximize nutrition and increase the absorption of minerals and natural fiber through organic processes and ingredients.

Increased understanding of what organic means has changed the face of organic shoppers, opening doors for commercial bakers to infiltrate the typically fresh food segment.

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