By David Lazarus
Kristin DiMarco was heading into a Trader Joe’s in West Los Angeles the other day and knew for sure what she wouldn’t be buying: anything organic.
“I just feel like I’ve already built up an immunity to anything that might be in my food,” the 26-year-old told me.
Besides, she said, why would she want to pay a markup that can run double or triple the cost of conventional food?
“I don’t think there’s a big-enough difference in quality to justify those prices,” DiMarco said.
She’s not alone. The market research firm Mintel released a study last week showing that younger consumers — the fickle Gen X and millennial crowds — are decidedly cynical about the high prices charged for organic goods.
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