Organic apples still going strong

Organic apples continue to find a reliable base of loyal consumers and attract new buyers as well, marketers say.

“Organics are 10% of apple category sales on average in the U.S. yet still have room for growth through new consumers and selling more to existing organic shoppers,” said Brianna Shales, marketing director with Wenatchee, Wash.-based grower-shipper Stemilt Growers LLC.

The volumes permit that kind of growth and market share, Shales said.

“We have great flavors of organic apples now — lots of organic Honeycrisp, Pink Lady, SweeTango, etc.,” she said. 

“Regular multi-variety promotions and large display space are key to growing this part of the business, especially if it’s below the average. Best-in-class organic retailers are doing 15% and up organics as part of their apple category.”

Some grower-shippers in regions that are less-hospitable to organic production still manage to sell organic apples, said Brenda Briggs, vice president of sales and marketing with Gardners, Pa.-based Rice Fruit Co.

“Pennsylvania weather conditions continue to prove unsatisfactory to grow organic apples, and so Rice Fruit Co. has certified its packing house as a (U.S. Department of Agriculture) organic packer/handler,” she said. 

“We partner with other growers to pack their fruit and support our customers.” 

There is some organic apple production in Pennsylvania, said Shannon Powers, press secretary with the Pennsylvania Department of Agriculture.

“The 2019 NASS organic survey ranked Pennsylvania 12th in sales, at $119,000, among the 32 states reporting organic apple sales,” she said. 

“In overall organic sales, Pennsylvania ranks third in the country and is poised to see continued growth in this sector.” 

The PA Preferred Organic Program, which was created in 2019 through the Pennsylvania farm bill, works with industry partners to provide technical assistance to farmers transiting to organic production, Powers said.

“One of those partners, Rodale Institute, is working on projects that could add another 100 acres to the state’s organic apple production,” she said.

Michigan’s climate is less than ideal for organic apple production, but that doesn’t keep growers from looking for ways to find a way into the category, said Diane Smith, executive director of the Lansing-based Michigan Apple Committee. 

“Michigan growers are always looking at the best ways to grow apples in general; organics pose a challenge based on Michigan’s climate,” she said. 

“Without a doubt, organics have huge potential and Michigan apple growers will continue to research and develop strategies to efficiently and effectively grow organic fruit.”

Washington state has upped its organic apple production over the past 20 years, and there’s no reason to stop that momentum, said George Harter, vice president of marketing for Wenatchee, Wash.-based grower-shipper CMI Orchards LLC.

“We see limitless potential for the growth of organics and have positioned our company goals and plantings to support significant consumer interest in organic apples, pears and cherries,” he said. 

“We’ve continued to see year-over-year growth in organics and have invested in our orchards to bring the largest number of organic branded apples to market with options for Ambrosia Gold, KIKU, Kanzi, Jazz, Envy, Smitten and EverCrisp apples. Our ability to deliver organics year-round means that we can support retailers without interruption.”

Demand is strong enough to support increased volumes, said Chuck Sinks, president of sales and marketing with Yakima, Wash.-based Sage Fruit Co.

“The demand for organic has remained strong,” he said. 

“Our organic program is continuing to grow. Not only are we planting new acreage of organic orchards, but we are actively transitioning many of our conventional orchards.”

At Vancouver, British Columbia-based The Oppenheimer Group, organic Envy volumes doubled from 2019 to 2020, said Roger Aguirre, director of apples and pears.

“From a retailer perspective, some of our retail partners are moving more and more toward organics, whereas with others, it comprises less than one percentage point of their offerings,” Aguirre said. 

“Overall, organics have done incredibly well during the pandemic, possibly due to increased consumer interest in healthier eating, and this trend will likely persist in some form in the future.”  

Organics continue to be a growing part of the category and provide healthy profit margins for retailers, said Don Roper, vice president of sales and marketing for Brewster, Wash.-based Honeybear Brands and Elgin, Minn.-based Wescott Orchard & Agri Products Inc.

“We have seen an uptick in packaged organics particularly our 2-pound pouch organic Honeycrisp, but organic galas, fujis and (Pink Lady apples) also (are) on the climb,” Roper said. 

“It’s about meeting the varying desires of the consumer. Some shoppers are truly looking for an organic item, while others put high value on sustainability and locally grown. It’s our business to make sure we have the right offerings for our retail customers. They know their shopper and what motivates them to purchase.”