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OPN Connect Newsletter 207 · March 4, 2021

A Wide Variety of Organic Produce Will Increase Consumer Sales


Over the years, produce has consistently been a fast-changing industry. The amazing growth of the category can, in large part, be credited to the exciting addition of new and different varieties.

During the late 1970s and well into the 1980s, the produce variety craze began to explode. It started with the addition of new varieties in basic categories such as lettuce, mushrooms, tomatoes, and peppers. In the past, green bell peppers were the only pepper available in the produce department. But today, there is a diversity of colored peppers stocked in every supermarket. Those additional color assortments raised the sales growth of the total pepper category.

What happens when a company's produce operation expands its variety? It opens the door for more opportunity to increase sales and profit. The more choices made available for shoppers, the more product they will purchase.

Starr Ranch May 2021

The amazing growth of the category can, in large part, be credited to the exciting addition of new and different varieties.

After retailers expanded their mainstream produce categories to include more varieties, they then began offering some exotic produce items, which were popularized by suppliers like Frieda's Specialty Produce, Melissa's, and several other companies.

Offering consumers a diverse selection will drive organic sales

The rapid introduction of these new items led produce departments to increase in size in order to make room for the larger and more diverse selections. Expanding from just 400-500 items to the well over 1200-1400 that are characteristic of produce departments today has been the major reason for produce sales growth over the years.

Country Sweet Produce May 2021

Now that offering a wide variety of conventional produce is common practice, it is time to expand on the organic produce varieties. The opportunity to grow the organic category is here as more consumers are switching over to organic produce for a healthier lifestyle.

A wide selection of organic salad mixes

There are some retailers who have small organic produce sections. By only carrying 10-15 of the basic items, they offer very few organic choices to the consumer. This, in turn, hinders the growth of organic produce and some customers no other choice but to shop at other stores for the organic items they desire. 

Global Organics Group May 2021

The opportunity to grow the organic category is here as more consumers are switching over to organic produce for a healthier lifestyle.

Grocery store operators need to understand organic consumer trends by monitoring the data on this fast-growing category. The analytics reveal that the numbers are robust and on a consistent upward climb.

Offer multiple produce options to consumers

Chelan Fresh May 2021

Increasing organic produce variety helps draw new customers to the produce department and improves the means of competing within marketing areas.

The more choices there are available for shoppers, the more product they are likely to purchase.

Here are five reasons why you should increase your organic produce variety:

  1. Satisfy customer desires. When customers know they can find a wide variety of organic produce in your store, it will keep them returning on a regular basis.
  2. Add Visual Appeal. Nothing is more attractive than a colorful array of fresh organic produce on display. It sends a positive message to consumers.
  3. Competitive advantage. The more organic variety you offer your customers, the more you will keep them returning to your store rather than losing them to your competition. Variety is a competitive tool that will make you the leader of your target market.
  4. Build growth. Moving your organic produce program forward should always be the goal. Companies and their programs are built on growth. Make organic produce variety part of your growth plan.
  5. Increase profit. An additional variety of different organic produce items has the potential to increase profits. Diversify your range of organic items, and gross profit will likely show considerable growth.
NatureSafe May 2021

Since 65 percent of a company's sales and profit are generated from regular returning customers, doesn't it make sense to offer them more item variety to keep them coming back? After all, 70 percent of shoppers are interested in seeing new and different items when visiting a store, including new organic fruits and vegetables. The more item options you give your customers, the more dollars will go into the sales tills.

Vitalis May 2021
TerraFresh
Pacon May 2021

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