Superfresh Growers sees the growing importance of organic fruit

Twenty percent of the fruit marketed by Domex Superfresh Growers is organic, and that percentage is on the way to 25%, says Cat Gipe-Stewart, director of marketing for the Yakima, Wash.-based marketer.

Superfresh Growers has organic options of apples, pears, cherries and blueberries, she said. “We skew heavier to organics on pears (30-plus percent), and blueberries (70%).”

For the next few months, Superfresh Growers is expecting big cherry and blueberry crops, while organic apple supply is down slightly with the shorter 2022 crop, Gipe-Stewart said.

Superfresh Growers has a healthy supply of organic Cosmic Crisp, up 350% this year compared with a year ago.

Looking ahead to fall crop, Superfresh Growers expects at least more “normal” apple volume, with more precise projections after bloom season. Organic pear volume also is expected to increase in 2023, she said.

Building an organic identity

Retailers can increase organic sales by building an organic section and brand presence, she said.

“Shoppers often want to know they have options and when organics are easily discernible and easy to find, that can help increase sales,” Gipe-Stewart said.

Looking to the future, Gipe-Stewart said Superfresh Growers will emphasize quality, innovation and superior storage technology.

“We now have technology to store apples year-round,” she said. “In a bigger crop year, like this coming one in 2023, having year-round storage is important and sets Superfresh apart. We are proud to offer domestic apples year-round.”