The times they are a-changing. This latest survey of U.S. consumers demonstrates that a growing number of consumers are demanding clean food–free of potentially deleterious additives and preservatives–as well as transparency from food manufacturers on the labels. The poll results reveal that U.S. consumers are buying more organic foods and increasingly demanding to know the details about the ingredients in their food. Consumers have also begun demanding no artificial ingredients in their food as well as no harmful chemicals in the food packaging that can migrate into their food. So consumers have spoken–the big question now will be how and when Big Food manufacturers can fully meet those demands.