Millennials, the generation born between 1982 and 2001, grocery shop with the “Dirty Dozen” list in their pockets. The food choices made by this group is changing the way consumers shop for groceries.

The reason is this, in lieu of buying the 12 most contaminated fruits and vegetables on the “Dirty Dozen” list,  Millennials opt for organic versions instead.

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Despite the fact, this generation have been known to prefer cheaper food and want convenience in their selections, it is becoming increasingly apparent they are willing to pay the price for fresh, healthy organic and specialty foods.

The results are showing that the shopping habits of this generation are debunking the way Baby Boomers have shopped for decades. Unlike Boomers, Millennial’s are less brand loyal, and are more inclined to shop online or in smaller specialty stores. They much prefer locally grown and manufactured organic products to feed their growing families.

Recent studies and recommendations about how chemicals impact health have given pause to a generation rearing young families.

In 2009, The President’s Cancer Panel published a report, strongly recommending that parents reduce their children’s exposure to toxins in foods at early ages. The study suggests that exposure to pesticides and fertilizers are environmental cancer risks.

The impact of this study and a further study by in 2009, by Dr. Alex Lu at the University of Washington, which was published in Pediatrics,  suggests that organophosphate (OP) pesticide residues are more likely to be seen in children with ADHD.

Dr. Alex Lu said, “Once the kids in our study switched to organic diets, the pesticide level disappeared. Totally disappeared.”

Obviously, these fears and attitudes about food are changing the way food is being grown and manufactured. Organic is shaping a new food paradigm that Millennials are embracing.