Companies are working to make more consumers are aware of the attributes that make their products stand out - use of antibiotics, diet, processing methods. The hope is that, when consumers think about chicken, they think "premium."

The consumer meaning and perceived value of organic have evolved, along with the users of organics themselves.

While consumer preferences offer an opportunity for food brands to innovate and expand, food suppliers, distributors and retailers are all challenged to extend the shelf life of natural and organic foods without compromising the real taste, texture or color of these goods.