Consumer interest in organic foods, and especially fresh organic produce, has grown tremendously over the past few years, with data reflecting the overall increase in sales. Additionally, today's consumers are more mindful about eating healthy, nutritious products and are very passionate about protecting the environment.

Consumer interest in organic foods, and especially fresh organic produce, has grown tremendously over the past few years, with data reflecting the overall increase in sales.

Regardless of the positive trend in organic sales, I continue to see and hear fluctuating attitudes among consumers and retailers as it relates to organic fresh produce.

Here are some variables of attitudes toward organic produce to consider:

• Consumer - Organic shoppers want three things: clean fresh fruits and vegetables, safe wholesome products free of chemicals, and to protect the environment. Offer them that and you'll have steady loyal customers for a long time.
• Product - Quality is seen as a value to organic shoppers. They feel that the best quality is worth the price for their money. Product characteristics of organic fresh produce have improved over the years and become a motivator for consumers transitioning from conventional to organic produce.
• Display - In-store displays of fresh organic fruits and vegetables have always varied depending on the attitude of each grocer toward their organic commitment. Some stores get behind organics with large sections of wet rack and dry table displays. Others have a mindset that it's not as important to carry a very limited number of organic items—since everyone has it, they better have some sort of evidence of organics in the produce department.

• Safety/Security - Packaging wasn't as important to organic customers prior to COVID. That attitude changed, with shoppers preferring more secure packaging that protects the items from being touched. However, some retailers still favor bulk organic product on displays. Going forward, customer demand will determine the destiny of organic produce packaging trends.
• Price - Pricing is a delicate subject, especially during times of noticeable inflation. Health is the most compelling reason consumers are willing to pay more for organic produce. Loyal organic customers are generally less sensitive to pricing.

Organic shoppers want three things: clean fresh fruits and vegetables, safe wholesome products free of chemicals, and to protect the environment. Offer them that and you'll have steady loyal customers for a long time.

The success of organic produce is largely dependent upon the attitude and support of the program at retail, and that attitude must start with management at all levels.

Vince Mastromauro, Director of Produce Operations, Sunset Foods

Vince Mastromauro, director of produce operations for Sunset Foods in Highland Park, IL, said it best as far as attitude toward an organic produce program is concerned: "Here at Sunset Foods, the commitment starts and works through me. Ownership and managers have been onboard with the direction and growth I have set forth. My feeling is that there must be a belief in the organic category and [an understanding of] what it means to the organic customer. We have a common goal with our suppliers in the importance of organics. Our program is aligned with the best growers in the industry who have shown a strong dedication to the [organic] aspect of our business.”

"We have performed many upgrades to our organic program with in-store messaging, digital, social, and in print," said Mastromauro. "In display merchandising, we dedicate 12 to 16 feet of refrigerated as well as 12 to 16 feet of table space for fresh organics. In the early stages of COVID-19, we incorporated more packaging but have since moved back to bulk. The pricing level is obviously based on the premium costs of organics due to [the] intense labor required in the special production of it."

"My feeling is that there must be a belief in the organic category and [an understanding of] what it means to the organic customer. We have a common goal with our suppliers in the importance of organics. Our program is aligned with the best growers in the industry who have shown a strong dedication to the [organic] aspect of our business.” - Vince Mastromauro

Demand for clean food is very strong among health-conscious consumers today. The main attraction driving consumers to the organic category is health. But a successful organic program at retail takes a positive attitude with a commitment by management to make it happen.