How important is promotion to organic sales? Our contributors confirm marketing activity can be key to solid retail sales.
Sage Fruit Company, LLC, BB #:163180 Yakima, WA, promotes in several ways, says Kaci Komstadius, vice president of marketing.
The first involves catching shoppers’ attention.
“Build eye-catching displays—grab consumers’ attention as they walk into the store or produce department,” she says. “We have numerous point-of-sale bins and marketing materials to help create the displays.”
It’s also key to provide information about the product, she adds.
“Retail displays must appeal to consumers, whether it catches their eye by its color and size, or by the presentation of varieties and flavor profiles being offered.”
If space permits, keeping apples refrigerated is ideal, Komstadius notes.
“By keeping apples refrigerated, they retain more moisture, hold their shape, and maintain their crisp texture. This provides consumers with the best eating experience possible and ensures repeat purchases.”
Kevin Batt, category director of greenhouse for David Oppenheimer & Associates GP (known as Oppy) BB #:116424 in Vancouver, BC, says Oppy bases its promotional organics strategy on the “core business focus” of its retail clients.
“For some, organics is a crucial part of their overall mix, and in that case, we work closely with them to promote organic items while also sharing our conventional offerings,” he says.
Brianna Shales, marketing director for Wenatchee, WA-based grower-shipper Stemilt Growers, LLC BB #:113654, notes that Stemilt doesn’t promote organics any more aggressively than it does its conventional fruit.
“More of our business is centered around conventional produce given its larger share of the supply,” she says, but adds, “Promoting organics is key to category growth, especially in larger crop years.”
A pivotal piece of the puzzle
Organics are an important piece of the total sales mosaic, but they’re just one piece, Komstadius says.
“All produce is good produce, whether grown organically or conventionally. Our goal, and I believe the industry would agree, is to increase the consumption of produce, which will lead to a healthier population.”
Oppy’s customers regularly call for numerous organic options, Batt says.
“Among our wide array of offerings on the greenhouse side, tomatoes-on-the-vine, long English cucumbers, and peppers consistently rank as the most popular products,” he says.
David Hewitt, vice president of sales for Los Angeles, CA-based grower-shipper and packer 4Earth Farms, LLC BB #:148899, says variety is important with 4Earth Farms’ customers as well.
He says the company “has an extensive line of retail organics, including our new organic and conventional floret and medley line, which includes broccoli florets, cauliflower florets, broccoli slaw, cauliflower rice, and blends.”
Shales notes that apples remain the most popular organic item in Stemilt’s lineup.
“Apples are the most prevalent organic crop, as they have the greatest supply and availability,” she says.
“Organic pears and cherries are difficult to farm, but have a niche place in the market, especially with organic-focused retailers,” she says.
This is an excerpt from the Organic Spotlight story from the May/June 2024 issue of Produce Blueprints Magazine.
