The organic produce category is changing, and that is a good thing.
The Packer asked leading organic produce marketers this question: “How is the organic sector different from five years ago, and what do you think it will look like five years from now?”
Predicting the future is never easy, and Dan Davis, director of business development for Wenatchee, Wash.-based Starr Ranch Growers, said the uncertainty around inflation and political pressures makes that especially true now.
However, tree fruit marketers said there are positive signs for the continued growth of the category.
“Five years back, organic fruit options were limited both in variety and quantity,” said Joel Hewitt, vice president of marketing for CMI Orchards, Wenatchee, Wash. “Now, organic consumption is on a steady rise — particularly here in Washington, where we’ve got a favorable setup for growing organic fruit.
“As consumers prioritize health-conscious shopping and safe food choices, opting for organic provides the sought-after peace of mind during grocery selection,” Hewitt continued. “We’ll continue to see a proliferation of new, high-flavor organic items enter the market. Branded options like organic Ambrosia Gold, Kanzi or Cosmic Crisp deliver a fourth tier of selling power, capturing incremental sales beyond conventional core, organic core, and conventional branded varieties.”
Compared to five years ago, the apple industry has seen modern flavors come into bigger volumes, said Brianna Shales, marketing director for Stemilt Growers.
“We have good supplies of consumer favorites like Honeycrisp and club apples organically,” she said. “Packaging has also increased over the past five years, and this was accelerated in the organic apple category during the COVID-19 pandemic.”
Shales said she expects to see even more packaging in organic apples in coming years. In addition, the industry will continue to see new, innovative flavors of apples come to the category, she said.
“It will be the club apples that win consumers over that will ultimately carry the shelf space,” Shales said.
Compared to five years ago, organic offerings are more widely available now, said Kaci Komstadius, vice president of marketing for Sage Fruit Co., Yakima, Wash. “In five years, we expect to see a continued growth in the organic shoppers as Gen Zers become of age to make grocery purchases.”
In the next five years, organic produce demand will continue to gain traction on a broader scale with consumers, said Chris Ford, business development and marketing manager for Viva Tierra Organic, Mount Vernon, Wash.
Kristi Harris, brand manager for Honeybear Brands, Elgin, Minn., said she thinks that in coming years organic and sustainably grown messages will likely continue to blend.
“Packaging will become a more important piece of the consumer decision to purchase as will things like regenerative ag practices and the need for brands to communicate what they stand for as it relates to leaving the world a better vs. just sustaining it,” Harris said.
