Honeybear Brands continues to increase its mix of organic offerings to meet consumer demand, says Kristi Harris, brand manager for the Elgin, Minn.-based marketer.
The key organic varieties are critical for retail shelves Honeycrisp, fuji, gala, Pink Lady and granny smith, she said, and demand is increasing for organic Cosmic Crisp as well.
Inflation hasn’t slowed demand for loyal organic consumers, she said, though some shoppers may be more inclined to include both conventional and organic items in their basket.
“We have to deliver a consistent quality pack both in our brand and private label,” Harris said.
Harris noted that an increasing number of consumers want to know more about where their food comes from and be assured it is grown responsibly.
“The false information and scare tactics from things like the Dirty Dozen aren’t just harmful to the produce industry, they are harmful to consumers who don’t eat enough fruits and vegetables in the first place,” Harris said. “As marketers, we want to tell stories that differentiate our brands, but we need to be mindful that by calling out something positive doesn’t imply something negative about another.”
Harris said Honeybear developed a set of protocols several years ago for its growers, called TruEarth, in conjunction with its use of Integrated Pest Management. Soil health, water usage, pesticides and pollinator health are key components of the program that are audited by a third party and result in the designation of being recognized as a “TruEarth grower,” she said.
Honeybear also set out on an aggressive sustainability journey with a five-year plan and specific goals around climate, food loss, reduction of plastic packaging and pollinator protection, she said.
“Our progress after three years can be found in our most recent 2022 Sustainability Report,” Harris said.
