Retailers can boost organic produce purchases with wide-ranging educational strategiesRetailers can boost organic produce purchases with wide-ranging educational strategies

Organic fruits and vegetables are among the most misunderstood options in the retail produce aisle.

While many shoppers indicate that they avoid organic selections because of the cost, having them consider the wide range of benefits beyond personal health will enhance product value, says Allison McLeod, technical scheme lead, product certification, for Quality Assurance International, a San Diego, California-based international organic certification company.

The average price of organic and conventional produce was $2.82 and $1.76 a pound, respectively, for the 52 weeks ending Oct. 6, reports Circana, a Chicago, Illinois-based market research firm. Among consumers who do not purchase organic produce, 76% indicate that it is too expensive and 37% agree that there are no added benefits, according to research for The Power of Produce 2024 report, published by FMI—The Food Industry Association.

Sixty-eight percent of organic produce buyers cite “free from substances that I want to avoid” as an organic fruit and vegetable benefit, while 40% list “better taste.”

“Organic farming supports biodiversity, improves soil health and reduces chemical runoff in water systems,” McLeod states. “Educating consumers about the environmental and societal benefits of choosing organic can increase their willingness to support organic agriculture.”

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Greenwashing with terms like "eco-friendly" adds to consumer confusion

A knowledge gap

Further limiting purchasing is a mistaken belief that organic produce inherently has a shorter shelf life than conventional fruits and vegetables, she says. “In reality, the produce shelf life depends more on handling, storage and freshness at the time of purchase than on whether it is organic or conventional,” McLeod notes. Many consumers also are unaware that organic produce could have more significant health benefits than conventional selections, she says, citing such elements as greater antioxidant intakes and more omega-3 fatty acids in some products.

“Greenwashing is a significant issue, as well as terms like ‘natural’ or ‘eco-friendly’ on conventional produce packaging [that] often misleads consumers into thinking that the products are equivalent to organic when, in fact, these terms are neither broadly nor strictly regulated in the U.S.,” McLeod states. “The complexity of organic certification and standards can also be confusing, leaving shoppers unaware of the rigorous processes that justify higher prices.”

In addition, many shoppers are oblivious to the environmental, health and ethical benefits of organic farming, she says. “Price sensitivity, inconsistent media messaging, and the influence of conventional agriculture further complicates public perception, making it harder for consumers to appreciate the actual value of organic products.” Budget-conscious consumers are among the shopper segments that are most in need of an organic education, McLeod notes. “Consumers may dismiss organic options because of an association with high prices without understanding the potential long-term benefits,” she states. “They may just focus on upfront costs.”

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Similarly, consumers in some rural areas may lack such knowledge because of the dearth of organic options at retail, while younger shoppers are particularly unaware of organic certifications and its distinct standards, McLeod says.

Social media and tools like in-store QR codes can help educate

Spread the word

Producers and retailers can educate the groups through social media, newsletters, advertisements and by leveraging in-store vehicles, including signage and QR codes, she states.

Merchandisers can further motivate consumers to purchase organic produce through loyalty program rewards and by partnering with local health and environmental organizations, such as hospital systems, insurance companies and nonprofit organizations, to communicate the correlation of eating organic produce with healthy living and sustainability, McLeod notes.

Related:Organic Market Update: Jan. 20-24

Growers, too, can share “myth-busting” content by highlighting lesser-known personal benefits, including pesticide exposure reductions, she says, while offering firsthand learning experiences via workshops, farmer meet-and-greets and cooking demonstrations. “Digital tools like apps and email campaigns also can engage tech-savvy shoppers, and initiatives in schools or for young families can educate the next generation about the importance of organic farming,” McLeod states, noting that National Organic Month in September is a timely occasion to showcase selections.

Strategic product placements in stores as well as spotlighting product attributes can further raise awareness, she says, along with offering samples and sharing stories about organic farming.

Operators, however, must be wary of “information overload,” which can blind shoppers to the benefits of organic produce, McLeod states. “Consumers often look for the most convenient options when shopping and it can be challenging to change their habits and combat skepticism,” she says. “Training retail staffers to educate shoppers and using cross-promotions with complementary items can further encourage interest and trust in organic products.”