Lemmon: organics no longer a produce sidebar today
Lemmon: organics no longer a produce sidebar today
Chris Lemmon, organic sales manager at Robinson Fresh, said the organic category is alive and thriving.
“From a national perspective, organics are continuing to trend well as retailers become more expansive in their approach to this category,” he said. “In fact, fresh produce items account for 92 percent of organic food sales [according to the Organic Trade Association]. Previously, organic offerings were somewhat of a sidebar section in the produce department.”
Although Robinson Fresh specializes in organic root crops and citrus, the company offers a wide array of organic products that meet and exceed consumer expectations. “Robinson Fresh’s line of organic potatoes, sweet potatoes and fingerlings, as well as ‘Tomorrow’s Organics’ brand citrus and tropical items, have been key components of the product mix,” Lemmon stated. “In addition, onions, kale and an assortment of other seasonal produce items will be available this fall.”
The company is closely tracking organic trends to align its manifest with consumer demand.
As customer demand for a broader organic selection grows, Lemmon said Robinson Fresh focuses on collaborating with customers in order to fully understand their unique business.
According to Lemmon, effective strategies are available to retailers to help move increasing amounts of organic produce. “Robinson Fresh suggests that retail customers clearly designate the organic produce section with specific signage, keep product information close to the display, and work with produce managers to develop attractive displays,” Lemmon stated. “In general, utilize the same merchandising tactics used in a conventional produce section and take care to differentiate the organic offerings.”
He said the consumers are part of the formula for success and should not be forgotten. “The organics premium is best overcome by offering packaged items in smaller pack sizes and more updated packaging to keep price points consistent. For example, bagged salads and kale are both items in which an organic five-ounce clamshell can often share the same retail price as the conventional 12- to 16-ounce bag.”