Even Peapod, the Skokie, Ill.-based home delivery service, has seen major growth in the organic category, said Tony Stallone, vice president of merchandising.
“It’s a big percent of our business,” he said, accounting for nearly 10% of the company’s produce sales.
Izzo encourages retailers to promote organic produce by inviting growers to visit stores, show off their product and talk with consumers.
“Once you start building a relationship with farmer, it makes a big difference,” she said.
“It’s all about the merchandising,” Wishnatzki said.
Supermarkets with large organic displays or that merchandise organic products alongside their conventional counterparts “have really shown a big jump in their sales,” he said.
“It’s the fastest-growing area in the produce department without a doubt,” Wishnatzki said.
Stores focused on marketing organics aggressively have seen substantial gains in every organic commodity, he said, while those with smaller sections have not been as successful in boosting sales.
McMullen wants to grow Kroger’s presence in organic products, he said.
“If you look at the market share opportunities for us, we can easily see how that business could double from where we are today,” he said during the quarterly teleconference.
“We actually have a pretty good plan in place that will get us significantly along the way on getting there in a reasonable period of time.”