Organic Connection: How to gain new organic produce customers

Ron Pelger

March 17, 2025

Not every shopper is an organic customer. Some shoppers have to be lured to the organic product and persuaded to want it. That takes skillful education, marketing, merchandising and managing of the category. The more knowledgeable shoppers are about the benefits, the more they will step aboard.

Health, nutrition, diet and sustainability all spell organic produce and the demand for it has grown stronger over the years. Nevertheless, only the loyal customers who have shown the most interest are passionate about it. So, let’s consider some of the solutions to persuade new shoppers to at least try a few different fresh organic produce items.

sdf Let’s start with advertising organics. Positioning small line items at the bottom of a produce ad isn’t going to get the job done. Organics need to be more visible if you want consumers to know you’re actually in the business.

Jeff Tomassetti, director of produce and floral for Buhler’s in Wooster, OH, said, “We continue to advertise two to three organic items each week to let our organic shoppers know that we offer deals on organic items as well. Some of those organic items perform very well for us if we merchandise them just like we would a conventional produce item.”

As Tomassetti points out, including organic items in the weekly ad will persuade customers to make purchases. Placing organic items in the spotlight at special prices can influence and capture new shoppers for the category.

In order to reach customers, they need to be pointed toward organic produce.

This is accomplished by considering some selling fundamentals.

How about organic produce in the department? Is it displayed integrated or segregated? How many items are stocked? Are organic shoppers able to notice the section and purchase what they want?

Tomassetti said, “We have tried integrating and segregating our organic produce and found that a segregated section works best for the organic shoppers. However, there are a few categories of organic items that we like to display right alongside of the conventional items within the department.”

If your organic section is limited and cramped, then it will be less recognized by shoppers. Organic produce requires two separate sections. One on the refrigerated wall case for sensitive vegetables and one on a nearby dry fixture for items such as apples, citrus, bananas, onions and tomatoes, etc.

The next step for boosting the sales is additional exposure.

The organic product presentation should be conspicuous and capture the customer’s attention. This is where the merchandising skill is applied. The more attractive, the more it will be recognized.

All it takes is an item or two moved from its regular location, such as the wall case, to a floor display fixture in order to give it more exposure.

An ideal spot for sales action is always the endcap display. That is a showcase location and will draw attention from customers as they shop around the department.

Organic sales can easily be boosted just by the way you merchandise the product. The best way to do that is to give it full presentation on secondary displays. The results are guaranteed.

Secondary displays will influence customers by 24 percent. Selecting a few items by setting them on the end cap display will capture new customers and build up your organic business.

Shoppers make purchases 18 percent of the time while observing displays. End cap areas always have the power for impulse sales. Employ two or three of the most popular organic items on the end cap to maximize exposure. This will put organic product in the spotlight and increase sales.

Follow these steps for your off-shelf organic endcap display:

Focal point visibility: This must be a stunning head-turning display.
Most popular items: Stick with the higher demanded product for volume sales.
Sufficient quantities: Stock an abundant amount for a dramatic statement.
High merchandising standard: Use superior artistry and skills.
Noticeable signage: Post clear-cut legible retails and organic product information.
Proper maintenance: Keep the display area in well-kept shopping condition.

Retailers now continue to realize the organic produce demand is a thriving part of the business. The proven steady growth has opened up more opportunities for the entire retail and farming industry.

Now go after those new customers.

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].