A new Thomson Reuters poll found that the majority (58%) of consumers prefer organic food to conventional food. This preference is particularly strong with those with a higher education, and those of a younger demographic. Sixty-three percent of respondents under age 35 choose organics when possible. Among those that prefer organic food, their primary reasons were broken down in four categories: supporting local farms (36%), avoiding toxins (34%), environmental health (17%) and taste (13%). Price was the primary reason that respondents preferred non-organic food. Income was not a huge factor for organic food preference. In fact, those that made between $25,000 and $49,999 (61.2%) preferred organic slightly more than those that made over $100,000 (60.8%).