And they are not alone.
For a company to use the "USDA Organic" label, the ingredients must be organic and the colorings must be natural. The colorings must be from organic ingredients for a product to claim that it is 100% organic. Fresh produce and other products don't usually have issues with colorings, but other organic products do, which can give them a disadvantage in the marketplace because consumers expect their food items to look a certain way. Strawberry milk, for example, is generally a shade of pink.
So organic food processors are looking for natural plant sources that will produce the colors they want and trying to encourage farmers to produce organic versions. Beets are used for red, carrots for orange and turmeric for yellow in many products, but many categories are left without coloring. To help alleviate the problem and not put organics at a disadvantage, the National Organic Standards Board is planning to meet this spring "to devise a precise list of natural colors that can be used in organic foods until organic colors are commercially available."