News

Apr 28, 2023

2023 Masters of Merchandising: GRIMMWAY FARMS

By: Produce Business StaffApril 25, 2023 Fresh organic produce and vegetable

By: Produce Business StaffApril 25, 2023

Fresh organic produce and vegetable sales decreased one to two percentage points more than the Total Fresh Produce category but, overall, remained remarkably robust given the high inflationary environment. Shoppers were forced to make difficult decisions as inflation eroded the quantity of groceries that could be purchased on incomes that failed to keep up. Shoppers proved that organic fresh produce remains important to them despite higher costs.

The organic produce buyer is more likely:

The average shopper basket is $49.28, while the average organic produce basket size is $85.82. The organic produce shoppers related items sales are 74% greater than the average basket.

Organic Vegetable seasonality is November through April. High volume periods are as follows:

Assortment should focus on these areas:

Volume Drivers – Cabbage, cauliflower, beets, broccoli, green onions, kale, lettuce, potato and onions

Growth Drivers – Cilantro, dill, parsley, and leafy greens

Regional Drivers – Adjust your variety mix for regional preferences

Seasonal Drivers – Rotate seasonal favorites to encourage discovery and trial

Broadcast to shoppers about the availability of organic vegetables with regular promotions featuring organic vegetable items and draw them into your store. Combine varieties to create themed recipe ideas.

Create an annual AD planner to support themed-base promotions throughout the year while ensuring supply and minimizing out-of-stocks.

Sixty-eight percent of shoppers prefer retailers to display organic items in their own section.

Retailers should develop a strategic promotion plan to capture high-volume weeks and year-round opportunities. Evaluate your shopper demographics to ensure the right product mix across stores. Implement signage that highlights organically grown produce.

Contact your Cal Organic Farms sales representative or distributor for serving suggestions, recipes, and merchandising ideas to draw more shoppers to your organic vegetable set.

The Packer "Organic Fresh Trends 2021"The Power of Produce 2021IRI Advantage Annual Trends 2021 to 2017Supermarket News – Grocery Basket Size. 9-16-2020

GRIMMWAY FARMS/CAL-ORGANICS FARMSP.O. Box 81498, Bakersfield, CA 93308661-845-3758 • www.grimmway.com