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water and soil conservation will translate to additional sustainability metrics in organic practices. As the spirit of organic is to grow in harmony with nature, each farm and company's environmental impact will be under more scrutiny. Prediction #5: Transparency Made Tangible. Consumers need to know and trust the sourcing of the products they buy will drive total transparency in the organic production chain, and make QR (quick response) codes—already introduced by QAI in July 2012—commonplace for all organic certificates and on packaging. The USDA Seal for organic will remain credible, and online tools will be used by consumers to see the credibility of each product's organic claims. Prediction #6: No More Shopping Gaps. Practical steps will be taken to be more inclusive and steps will be taken to include new or emerging industry sectors. This will make organic certification available in sectors currently excluded in the regulations—like aquaculture/seafood. It also will address underserved categories like dietary supplements, pet food, personal care, cleaning supplies, fiber and flowers. If it starts with a plant, mammal or fish, it can be certified organic. Consumers will be able to find certified organic products in all sections of the supermarket and pharmacy. Prediction #7: Organic Literacy is Evident. After years of some confusion in the marketplace, efforts by the NOP (USDA's National Organic Program), Organic Trade Association, and retailers pay off in increased consumer literacy for organic. Land grant universities also help increase knowledge in organic through their own research initiatives and increase in organic and sustainable agriculture tracks. Prediction #8: Accessible Organic. Larger organic production, from farm acreage expansion to processing facilities, will translate into organic landing where it is most needed: schools, hospitals, food banks, convenience stores and in mainstream America's homes. ◆ The Luxury of Lobsters Air cargo connects U.S. businesses and Chinese consumers. By LEANDRO MOREIRA L obster season has begun, and consumers around the world are focking to local restaurants and grocery stores to snap up the luxury seafood that is as much a delicacy as it is a symbol of economic status. Particularly in China, there is a rapidly growing demand for fresh, live lobsters, but while chefs may cook the dinner, it is air cargo logistics that puts lobsters on the plate. In China, urbanization, income growth and greater access to credit are all yielding a larger middle class with a taste for luxury. China's growing middle class enjoys more disposable income, and many consumers are electing to purchase the high quality luxury seafood that was previously out of reach. As a result, seafood prices in China have outpaced other major food items, rising five percent annually over the last decade, according to data from China's Academy of Agricultural Sciences. This kind of growth is expected to continue, and as imports constitute an ever larger portion of the Chinese seafood supply, there are numerous opportunities for businesses worldwide. Accessing these opportunities, however, presents significant challenges for seafood producers. How can fishermen reach high demand markets if they are half-aworld away? In Key West, Florida, fishermen are catching lobsters whose size, weight and taste is comparable to the renowned Australian lobster species. Yet, these U.S. lobsters bring a more competitive price, if they can reach the Chinese market. The challenge 30 OCTOBER 2013 • FOOD LOGISTICS www.foodlogistics.com