The more than 800 farmer members of Organic Valley, the nation's oldest and largest organic farmers cooperative, today called upon the all those who want organic food to help cultivate "Gen-O" or "Generation Organic," the new generation of organic family farmers who will be asked to meet America's growing demand for organic food in the years to come.

Travis Forgues, 32, Organic Valley dairy farmer from Alburg, Vermont, explained, "The 'Gen-O' movement is not only young farmers like me who are changing the foodscape with their hands; it's everyone who feeds a child or visits the supermarket. When we eat, shop, and parent, we create the future. We need to see ourselves as part of a mission, something bigger than any one of us" Forgues was joined by four of Organic Valley's younger farmers in presenting action steps for cultivating "Gen-O". Their remarks were made at the "Gen-O Celebration" sponsored by Organic Valley at the Kickapoo Country Fair in La Farge, Wisconsin, on July 29th.

Jake Wedeberg, 21, Organic Valley produce farmer from Gays Mills, Wisconsin said, "Join the organic farming movement and help double the number of organic farmers from ten to twenty thousand in our generation." He noted that both organic and conventional agriculture face a decreasing farmer population and the majority of those who remain are over 55 years of age. He offered the following ways to help: