"We can't do it all alone." Those were the words of a produce director in a conversation with suppliers at an industry function.

The discussion was about the need for greater support from growers and shippers in marketing the organic produce category. For the past several years, retailers feel they have worked very hard expanding organic sections, carrying more variety, displaying features on end caps, pricing organic produce affordably, and steadily promoting it in weekly ad flyers. Now they need others to also step up to the plate with additional backup support.

The organic produce category is still expanding in growth and requires more than just a partitioned organic section to increase new customers. Trying to market to every type of shopper can be a difficult challenge. But it has to start somewhere, and retailers want that advocacy.

To set the record straight, many growers and shippers contribute much in the way of support to retailers. But those same retailers need more of their help in closing the gap with consumers in educating non-organic customers to transition them to organic purchases.

Should organic growers and shippers be supporting retailers more often and reaching out to consumers by implementing educational marketing programs? 

Vince Mastromauro, produce director for Sunset Foods in Highland Park, IL, said, "I believe the great disconnect is that the actual grower and the retailer that drives the sales to the end consumer very rarely talk or are shielded from the wholesaler. The sole purpose of the wholesaler is to buy and procure, which obviously is important to me. The growers and shippers need to have more communication between the wholesaler and retailer."

"I believe the great disconnect is that the actual grower and the retailer that drives the sales to the end consumer very rarely talk or are shielded from the wholesaler.” - Vince Mastromauro

What else can growers and shippers do in the way of more consumer outreach for retailers?

"Provide digital content that we could then use on social media as we are starting to do more with that," Mastromauro said.

Vince Mastromauro, Produce Director, Sunset Foods

The basic way growers and shippers can support the organic produce movement is to provide more marketing information to the consumers about healthier eating habits. One of the drawbacks in gaining the transition of new organic customers is price. Organic retails are at a premium, and the non-organic procrastinator and skeptic are uneducated about all the benefits of the category.

Until this additional support is provided, sales and tonnage will only spin wheels in growth. It will take implementing other marketing sources to reach consumers about the health and environmental values of organic produce.

The basic way growers and shippers can support the organic produce movement is to provide more marketing information to the consumers about healthier eating habits.

Suppliers and retailers should find ways to work together in educating consumers on the value of fresh organic fruits and vegetables.

There are three factors to consider for starters:

• Communication: There has to be a more useful dialogue between growers, shippers, wholesalers, and retailers. That structure needs to cover more than just discussing items and prices. It should include the consumer and a group plan on how to sell them more organic produce. Each player should own up to their own role and include how to better educate consumers through a joint program.
• Supplies: Too many times the stores are filling slots on certain organic items because of unavailability. Out-of-stock items only frustrate shoppers, and they turn back to substituting conventional items. Light supply of organic produce places the sales growth backwards. If costs force growers to limit their acreage, then that should be part of consumer education. Most shoppers get discouraged if their favorite organic produce items are not on display because they are unaware of why they are unavailable. Customers mostly hear an employee say, "Sorry, ma'am. We don't have any." No reason and no customer satisfaction. And that is not educating consumers.
• Promotions: Ad support is by far the best way to generate sales and educate consumers. The item and price will not only move more organic produce but will also contribute to educating the shoppers if there is information included. Most retailers play up the farmer, product quality, and the farm's sustainability program.

Suppliers and retailers should find ways to work together in educating consumers on the value of fresh organic fruits and vegetables.

Educating consumers about organic produce is not a lone retail job. It takes the supply side to join forces and share in it together as a retailer-and-supplier interaction.