Marketers polled by The Packer said retailers can employ several strategies to promote organic produce more effectively.
Simply advertising organic produce is a significant step, said Alyssa Wininger, customer relations for The Flavor Tree Fruit Co. LLC, Hanford, Calif.
Retailers also can integrate organic displays, build seasonal endcaps and properly sign organic fruits and vegetables, said Chris Ford, business development and marketing manager for Viva Tierra Organic, Mount Vernon, Wash.
Retailers can capitalize on the fact that consumers want to feel good about the food they buy, said Rochelle Bohm, vice president of marketing for Wenatchee, Wash.-based CMI Orchards.
“With our programs like Daisy Girl Organics, a recognizable label that customers know and trust, and Flavogram, which educates shoppers and helps them feel confident in trading up to high-flavor branded varieties, retailers will see a boost in their produce department,” Bohm said.
Retailers can build eye-catching displays and put organic apples and pears in ad more frequently with other organic items, said Kaci Komstadius, vice president of marketing for Sage Fruit Co., Yakima, Wash.
Making organics more conspicuous in the department and making the organic produce destination clearer to the consumer are also solid strategies for retailers, said Dan Davis, director of business development for Wenatchee, Wash.-based Starr Ranch Growers.
Kristi Harris, brand manager for Honeybear Brands, said retailers can spotlight specific organic growers.
“Allow consumers to invest in the success of an organic grower,” Harris said. By highlighting one organic grower and putting a small portion of proceeds from the department’s organic sales toward that grower’s success/scholarship, consumers will take notice, she said.
Retailers should define the assortment of organic options but also include seasonality into that mix to keep the organic apple category fresh, said Brianna Shales, marketing director for Stemilt Growers. “Education is also important, especially with new varieties.”
