Many retailers are learning how to more effectively display organic products at retail, said Scott Mabs, director of marketing for Homegrown Organic Farms, Porterville, Calif.
The placement of an item plays a big part in determining if the product succeeds, Mabs said.
“We’ve had wonderful success with customers that place the items properly and give the product a nice amount of shelf space. The item will do well, but when it’s placed in the back on a shelf in a little organic corner it’s not going to move,” Mabs said.
Healthy living is a big part of organic produce, Mabs said.
People who support organics tend to support taking care of the environment and using less chemicals, Mabs said.
Mabs did not see a drastic drop in organic interest over the past year.
“There hasn’t been a major change,” Mabs said. “People are still wanting to support organic.”
Matt Roberts, sales manager for CF Fresh, Sedro-Woolley, Wash., said he thinks consumers buy organic for many reasons, ranging from parents being cautious of what they’re feeding their kids, to consumers who are concerned about the environment.
Four Seasons Produce Inc., Ephrata, Pa., has used the Organics Made Easy program over the last few years, said Ron Carkoski, president and chief executive officer.
The program allows the company to go into a conventional retail store and put an organics sales plan in place with a defined merchandising system.
The program helps the retailer understand when to change out products, and how and where to place products.
“Our merchandising crew goes in and lays out an advertising program for them that shows the store where to develop within there conventional advertising structure,” Carkoski said.