How to entice shoppers to buy more organic

From The Packer | 18 April 2023

Overview of organic apples Washington Mexico in the U.S. market, complemented by charts from Agronometrics. Original published on April 18, 2023. 

Giving consumers incentives to try new varieties is vital to growing retail organic sales, says Danelle Huber, senior marketing manager for CMI Orchards, Wenatchee, Wash.

“Now more than ever shoppers are willing to try new varieties, given they have the proper incentive — in most cases, arming them with more in-depth knowledge about flavor profiles so they can make informed decisions about what they’re spending their money on,” Huber said. “CMI can work with retailers to develop ‘like this, try that’ campaigns that tie into our programs like Flavogram; if someone likes to use granny smith apples for baking, they can upgrade to the intensely tangy flavor profile of Kanzi apples to get an interesting, elevated experience.”

Huber said CMI offers the largest assortment of organic apple varieties available, including both classic and high-flavor/branded apples.

“This gives retailers the perfect opportunity to showcase newer varieties and encourage shoppers to try some of the latest, high-flavor branded apples,” she said. “We also offer our Daisy Girl Organic program with high-graphic branding that customers recognize and love.”

Health-minded consumers want messaging that’s clear, genuine and doesn’t waste any time with greenwashing or “smoke and mirrors,” Huber said.

“Keeping marketing simple and concise is the best way to go; the less frills, the more authenticity the messaging retains,” she said.

apple volumes by history 1

Source: USDA Market News via Agronometrics.
(Agronometrics users can view this chart with live updates here)

CMI’s Relax program is CMI’s newest organics program, Huber said.

“Award-winning and backed by concrete sustainability claims, Relax makes navigating purchasing decisions simple for shoppers with clear, concise messaging and aesthetic,” she said.

This program is currently paired up with CMI’s Daisy Girl Organics line, which Huber said delivers the top-selling branded organics in the U.S.

Coming soon, a bigger cherry crop

Though the overall 2022 apple crop coming out of storage is shorter across the state compared to previous years, CMI’s branded variety volume is almost on par with last season due to production increases, plantings and packouts, said Huber, who added that the outlook for 2023’s harvest is bright.

There are also high hopes for cherries.

“We’re expecting a spectacular upcoming cherry season,” she said. “Due to challenging weather conditions, last year’s cherry crop was down, but this year the forecast of a healthy cherry crop means retailers are going to get more bang for their buck on advertising.”

Additionally, filling the demand for omnichannel marketing is always a feature focus for the marketer, she said.

“CMI is passionate about exploring and developing new ways that consumers are buying and interacting with produce,” she said. “Combining competitive branded organic volume and omnichannel marketing capabilities for our customers means sustainable advertising campaigns for high-profit seasons that can carry the produce section for the rest of the year.”

The News in Charts is a collection of stories from the industry complemented by charts from Agronometrics to help better tell their story.

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