Americans are choosing to consume organic and natural foods for a wide variety of reasons. "Several events helped [to] build awareness and drive trial of natural and organic foods — most of them were health-related, like the approval of rBGH for use in milk by the federal government, or E. coli outbreaks," explains Laura Coblentz, vice president of marketing at Wild Oats, the second largest national natural and organic foods retailer in the US, with over 100 locations in the US and Canada. "People are concerned about their health, and more and more consumers are turning to food as a way to manage health and wellness, which has led to the increased growth of organic and natural foods."
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