Almost three-quarters of all Americans enjoy organic beverages and foods, the Hartman Group reports. But contrary to the notion that organic is a “white bread movement,” research finds that Asian Americans and Latinos are even more likely to buy organic.

One reason for Hispanics’ interest in organic? For generations, their “conventional” foods were, in fact, produced organically. Since this ethnic group is the fastest-growing segment of the U.S. population, Latino interest alone will fuel greater demand for certified organic products.

Fortunately, new producers like former presidential candidate, ambassador, and senator Carol Moseley Braun are getting into organic. After spending summers on her great-grandmother’s Alabama farm, Braun thinks of organics as a “back to the future” approach to production. Much like older organic companies, Braun’s Ambassador Organics aims for a holistic, “triple-bottom-line business approach,” combining environmental sustainability, financial profitability, and social ethics. “If I can help people eat healthier, if I can help Americans’ diets to improve, if by my company I can help build the infrastructure that expands the availability of healthy foods, then I will have served in my retirement from electoral politics,” she says.