These questions are also asked by those in grocery stores — especially sceptics. Those customers clearly don’t understand what organic food is about, especially fresh produce. To me it is clear: consumers still need to be educated and it has to come from the produce industry and organic community. Organic produce will grow in demand. We need to keep pace with the times. Whatever way you elect to handle organic produce, make absolutely certain that a commitment starts with upper management in the best interest of the consumer. Otherwise, it will be a costly business failure.
Many companies make claims that they carry a large line of organic produce, then make an awful mistake of just having a few items in the department. This type of program only forces the consumer into losing confidence not only in that particular store, but in the entire organic program itself.
Ask the produce manager where the organic produce is located the next time you visit a supermarket. Some will point to a three-foot section of limited items at the far end of the department. Often, that section is not a priority in a store with that attitude.
One of the other bottlenecks is the merchandising strategy of organic produce. The ever-popular question of where and how organic produce should be displayed comes up often. Should it be segregated or integrated? Everyone in the industry has bounced around this merchandising question like it is an excuse to defeat the program. Why all the fuss? Why are some retailers so stuck on this subject? The product should be displayed the way it sells best for each supermarket.
Then there’s the promoting of fresh organic fruits and vegetables. The best ways to promote organics is through advertising, displays and signage.
Keep it simple. If you want to grow the organic category do three things: Educate the consumers about it, merchandise it aggressively and promote the living daylights out of it.
Concentrate on boosting your organic produce by showing it off. Place at least one weekly featured organic item up front along with the advertised conventional specials. This will make your customers aware that your company promotes healthy eating.
The more you support popular trending products by making them visible, the more your organic customers will choose your store as their main shopping preference.
Continue educating consumers about organic produce. Use signs and advertising information. Explain the complex organic farming operation involving costs and labor. It will help consumers understand about the pricing a lot better.
Ron Pelger is a produce industry adviser and industry writer. He can be contacted at 775-843-2394 or by e-mail at [email protected].
