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PHOTO COURTESY OF PURE HOTHOUSE
has moved from highly seasonal to the main- stream, Ferman says, with demand rising and supply increasing to match it.
“The organic shopper now looks to increase the percentage of organic in their basket, from fresh produce, meats and dairy to center-store items,” he says. “For this shopper, it is a way of life tied to clean eating and living, not just a product.”
Paivarinta of Red Sun Farms says organics appeal to everyone. “From seniors who are wanting to improve their diets, mothers who wish to increase organic consumption within their family units, to young adults who’ve been more exposed to organic options since childhood and who wish to continue buying organic products wherever possible,” he says.
You will always retain the dedicated organic consumers’ purchases, Paivarinta says. “However, when organic items are featured in ads or at special prices, you broaden your appeal to the occasional or fringe organic consumers as well,” he says. “Hopefully, you are able to win them over with your organic offering and secure another
loyal customer.”
Veillon at Pure Hothouse Foods says
organics consumers are savvy consumers who spend time researching the products they buy — searching for information about the grower and what the growing practices are, for example.
“The tomato shoppers are becoming connoisseurs in many respects; they are hunting for the right tomato depending on its usage,” he says. “There are still many who will buy the same tomato week in, week out for all their uses: salads, soups, sauces, snacking, etc., which may not be the most efficient or best flavor decisions.” pb
66 / AUGUST 2018 / PRODUCE BUSINESS