A survey of produce professionals at the LinkedIn Fresh Produce Industry Discussion Group indicates a mixture of expectations for retail growth.
One hundred seventy-four professionals voted in the unscientific poll, which sought responses to the prompt, “The growth rate for retail organic produce sales in the U.S. this year will be ...” The results of the poll:
- 0% to 1% sales growth: 17%.
- 2% to 4% sales growth: 36%.
- 5% to 7% sales growth: 24%.
- 8% or higher sales growth: 23%.
With 98 votes cast, a companion question asked, “What is your expectation of organic produce retail volume growth in the next year?” The results of the multiple-choice poll were:
- Negative to 0% volume growth: 18%.
- 0.1% to 2% volume growth: 36%.
- 2.1% to 4% volume growth: 19%.
- Above 4% volume growth: 27%.
Finally, the Fresh Produce Industry Discussion Group LinkedIn group was asked their views on the prominence of retailers in the organic space with the question, “In your perspective, what retailer in the U.S. has done the most to advance organic fresh produce sales in the past decade?”
With 222 votes cast, most voters by far thought Whole Foods has done the most to promote organic fresh produce sales. The results of the poll were:
- Whole Foods: 66%.
- Kroger: 8%.
- Costco: 14%.
- Other: 13%.
Comments from the group included:
- “The ‘other’ is Walmart because they make it more affordable and have added over 200 stock-keeping units (SKUs) to their line in the last 18 months!”
- “I think consumers are very aware of Whole Foods as an ‘organic brand.’ Whole Foods has done a great job of marketing its organic program. It’s possible the other brands are doing as much or more but not getting the message out into the universe.”
