09/13/05 L.O.H.A.S.

As I am sitting here savoring my morning donut, I learn of new demographic group emerging in our society and because of the donut I know I am not one of them. Trend forecasters have discovered " Lohas". Oh they are all around us. You might even have a "Lohas" sitting next to you at the office. "Lohas" is an acronym for the Lifestyle of Health and Sustainalbity consumers and economists report that "Lohas" now make up a third of our population. Come on we all know a "Lohas" usually they are the ones that live an affluent lifestyle, drive a Lexis or Volvo and wouldn't think twice about paying double for organic produce. To qualify as a "Loha" you typically need to be between the ages of 35 to 65, passionate about the environment and always concerned about the details; packaging, story and style. In fact the ideology of a product is often the most important feature to a "Loha". Now I know I will never be one my pick-up immediately disqualified so I'll finish this donut with as much dignity as I can muster. I'm Susan Allen and this is Food Forethought. Source: www.iol.com 5/12/05 Organic foods The trend of the future by Steven Maurer