Consumer choice for organic produce will continue to grow, marketers say
Continued growth and greater consumer choice is anticipated for tomorrow’s organic fresh produce sector, according to a survey from The Packer.
Industry leaders responded to the question, “How is the organic sector different from five years ago, and what do you think it will look like five years from now?”
Availability and volume of organic produce are bound to increase in the years ahead, said Steve Fisher, sales and marketing representative for Smart Group Traders Inc., Destin, Fla.
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Chris Ford, business development and marketing manager for Viva Tierra Organic, Mount Vernon, Wash., said year-round organic supply has become more widespread in the past five years. “In the next five years I expect to see more localized greenhouse and vertical farming production,” he said.
There are more organic produce offerings now compared with five years ago, said Brian Bocock, vice president of product management for Naturipe Farms. “This trend will continue to increase as organics become more of a value focus for consumers.”
There will be fewer "oddball" and heirloom-type varieties in the apple industry in coming years, said Kevin Stennes, organic sales manager for Chelan Fresh, Chelan, Wash.
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Stennes anticipates a reduction in red delicious, golden delicious, braeburn and jonagold, but an increase in organic Cosmic Crisp and club varieties such as the SugarBee.
The increase in organic apple bag sales versus bulk sales is the most noticeable change over the last five years, said Joel Hewitt, organic sales manager for CMI Orchards, Wenatchee, Wash. “Bags provide a guaranteed correct ring at the register, which allows less shrink if retailers are offering equivalent conventional counterparts at the same time.”
“Variety mix for organics is different from five years ago and [the] packaging share of organic sales is higher,” said Brianna Shales, marketing director for Stemilt Growers, Wenatchee, Wash. “Five years from now the organic mix will have shifted even more, towards high-flavor apple varieties.”
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There will be continued steady growth for organic produce in the next five years, and sales growth of organic fruits and vegetables will far outpace that of conventional, said David Posner, president, CEO and founder of Awe Sum Organics, Santa Maria, Calif.
As Gen Z consumers age, the industry will see continued growth in organic sales, said Chuck Sinks, president of sales and marketing for Sage Fruit Co., Yakima, Wash.
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