Organic Foods in North America: Major Opportunity or Perpetual Niche Market? March 1999 A Special Multi-Client Study Informa Economics, Inc., prides itself on "staying ahead of the markets and industry developments;" today we are embarking on work in a food industry segment that is relatively new and expanding rapidly, namely "organic foods." The role and prospects for "organic foods" (definitions may vary and this is part of our intended research) is not well-defined or even well-understood. What once was a "niche" food arena appears to have evolved and emerged as a mainstay industry segment. What once was an area of interest to a select few in the food value chain, is now of importance (or at least relevance) to all participants in the food system's marketing chain. Competition for productive resources (land, etc.), competition for technological investment in foods, competition for shelf space and, ultimately, competition for the consumers' dollar will define the value to be earned at all segments of the vertical marketing chain. Do you understand how your firm, its products, its services and its prospects for growth (or diminution) will fare in the next decade as the "organics" grow? This multi-client study described in the attached prospectus, is aimed at providing the base information to help your firm start to answer these questions. Please read over the study's prospectus and feel free to give us a call, as we can answer questions you may have about our approach, the study's scope and the study’s deliverables. You should note as well, that the "pre-study conference" is aimed at enabling the study's participants to provide additional focus and content emphasis (supplementing the enclosed study outline). Our goal is to provide a study for you; one that both provides lasting value and immediate benefit. Sincerely, Bruce A. Scherr President Chief Executive Officer `               The purpose of the study is to review the organic foods industry in detail and to determine its growth potential over the next several years, especially in view of the proposed new federal regulations that could suddenly transform local and regional markets into a very robust national market. To date, in the absence of regulations that cover the whole industry in a uniform way, much of the organic food industry has operated on a local or regional basis subject to local regulations. The question now is, will uniform regulations help drive the industry forward? For the complete prospectus and enrollment form in pdf format, click