Unbeknown to many a healthy eater, from 1995 to 2007 a lot of the bright organic brands of tomorrow became subsidiaries of the “big name” brands of yesterday. Thanks to Philip H. Howard, we now have that in a visual form.
In 1995 the organic processing industry was relatively ‘fragmented’, as indicated by the 81 independent organic brands shown at the beginning of the animation. By 2007, however, all but 15 of these were acquired by multinational food processors, many of which also introduced organic versions of their mainstream brands. Note the extent to which investment firms played a role in this process of consolidation by acquiring one or more organic brands before selling them to multinational processors.