More U.S. families than ever before are choosing to buy organic foods. According to a new study, 78 percent of families say they buy organic foods and 40 percent of families are buying more organic food than they did a year ago. The findings by the Organic Trade Association are in line with an earlier survey showing the U.S. organic industry grew at a rate of nearly eight percent in 2010. The group says consumer choice and demand is one reason the industry is one of the few components of the U.S. economy that continues to add jobs.

Nearly half of the parents surveyed in the report said the strongest motivating factor for buying organic is their belief that organic products “are healthier for me and my children.” Other reasons for choosing organic include concern over the effects of pesticides, hormones and antibiotics on children. Parents also say they are trying to avoid highly processed and artificial ingredients. The report also found more shoppers are familiar with the USDA Organic seal which ensures the product is made without the use of chemicals or antibiotics. 72 percent of parents say they are familiar with the USDA Organic label, up from 65 percent in 2009.

The growing organic market is one reason the U.S. Department of Agriculture has awarded 23 new grants to organic agricultural research projects. The $19 million dollars worth of grants will fund research and extension programs working to help organic producers and processors grow and market high quality organic food. The grants include a project in New Hampshire to increase year-round organic dairy production and a project in Ohio examining the incorporation of pasture-raised poultry and naked oats into an organic rotation plan. USDA officials say as more farmers adopt organic farming practices, they need the best science available to operate successful organic farms.