Urban and rural areas have untapped market potential, said Simcha Weinstein, director of marketing for Albert’s Organics, Bridgeport, N.J.
“States such as California, Wyoming, Texas, New Mexico, Wisconsin and South Dakota have shown tremendous market potentials and are being considered as the most attractive investment destinations for organic food business,” he said.
Of course, the main tool for predicting growth in the market is to find where a need is not being met.
Herrick said Whole Foods recently did this with their expansion into Fresno, Calif.
“Fresno is not a particular hub for organics, but they expanded in there,” he said. “That’s the kind of thing that happens when you have an audience. You’ll fill it.”
Of course, it’s not just about finding a void. It all depends on the interest level and the demand.
“Opening up an organic store in North Dakota might be more of a challenge,” said Jim Roberts, vice president of sales for Naturipe Farms LLC, Naples, Fla.
“It all depends on what the demand will be.”
And just because the coasts have a higher consumption of organic products, that doesn’t mean there is no room for growth there.
“I certainly don’t think we’ve reached full maturity even on the coast,” Deardorff said.