From The Spring 2005 Issue of Natural Grocery Buyer

Give organics top billing

Make organics the star for blockbuster results

Elaine Lipson

When I walked into the produce section of my local supermarket the other day, I was surprised—and delighted—to see that staffers were resetting the entire main vegetable case. Where organic vegetables had always been the last things you’d see, squeezed into a few feet at the end of the aisle, they were now the very first selections in the case, displayed with care and bright new signage.

Suddenly, the first impression was one of a fresh-foods marketplace with an emphasis on organic and specialty foods, instead of a grocery store with a nearly forgotten organic “bad neighborhood” in the far corner.

It’s smart thinking on this retailer’s part. While grocery stores in my natural products-conscious town do a great job of stocking many of the organic products I buy, there’s often something lacking in their efforts to compete with the very busy “supernaturals” or to draw new organic shoppers.

As many supermarkets have discovered, there’s more to attracting the organic consumer than just stocking packaged organic products. This is especially true when prices on organic products are equal to, sometimes even higher than, the same products in Whole Foods, Wild Oats or independent natural foods stores. If I don’t benefit from lower prices, chances are I’ll go to my mainstream store mainly when convenience dictates—when I’ve got lightbulbs on the list, or need to go to the nearby dry cleaner or liquor store.

But simply seeing that the retailer is paying more attention to organic and natural selections makes the store more attractive to me, and more likely to be a destination; it feels more like a place that cares about my interests and preferences. Here, then, are some tips on putting out the welcome mat for organic customers and those who are interested in organic products but still not making those organic purchases.

Keep fresh organic foods well stocked. My supermarket frequently runs out of some SKUs of organic milk and orange juice. Since this seems to happen on a regular basis, I’m baffled—why don’t they order more? Though organic foods do sometimes have a shorter shelf life (though, ironically, not the brands of milk and juice that they carry, which are pasteurized for longer shelf life), there’s no reason to hold back on stocking popular items. And be sure your organic produce is attractively displayed, fresh and protected from touching nonorganic foods, in compliance with U.S. Department of Agriculture standards.

Make organic foods easy to find. Some stores segregate organic products in a separate aisle or section of the store; others integrate them side-by-side with conventional products; still others use a combination of the two models. My local store puts packaged natural and organic products in the same aisle as their conventional counterparts, but in their own mini-section, with vertical signage marking off the natural options. Whichever system you choose, be consistent, and use extensive and visually appealing signage to show locations of organic items. In your organic brochure (more on that later), describe for your customers visually and in words how to find organic items.

Learn about the organic movement. Even if you don’t personally buy organic, learn about the concerns that drive people to pay more for organic foods. Take time to understand the key points of USDA’s National Organic Program and its labeling and certification standards. Surveys show that people choose organic for a variety of reasons. Though organic is not a health claim, many people believe that organic production methods result in healthier foods. Others care deeply about agriculture-related environmental issues. Still others are concerned about hormone and antibiotic use in livestock. Not everyone on your staff has to be an expert, but if you’re selling organic and competing with dedicated natural foods stores, be conversant on the issues.

Designate an organic liaison. Someone in your store should keep abreast of organic issues; know the store’s organic inventory and something about its organic vendors; be familiar with trade and advocacy organizations like the Organic Trade Association, the Organic Farming Research Foundation and the Organic Center; and be able to answer questions and talk about organic foods with customers.

Create a great organic brochure. A well-written brochure that covers the main points of what the organic label means, your store’s commitment to organics (including information about your private-label organic line), where to find organic foods in the store and how to learn more about organic foods, should be available at the front of your store and in areas where organic products are sold. Contact information for your organic liason should be included. If you have the resources to do so, add a newsletter, perhaps with recipes from some of your organic vendors.

Know your organic private-label line. Many mainstream supermarket chains are introducing or extending private-label lines of organic and natural foods. These items can be an excellent bridge for those who are “organic aware” but hesitant about price. Be sure you know which items you offer, which are natural and which organic, and who the organic certifiers are (it should be on the packaging). Offer these items as well as brand names when customers ask about organics.

Host cooking demonstrations, tastings, talks and book signings. Natural products stores turn grocery shopping from a chore into an event. By doing so, they attract people who are really interested in food and health. Add some events focused on organic foods to your cooking class schedule, or use organic as well as conventional ingredients in your regular classes. Add other events as resources permit.

Organic consumers respond well to even small efforts that convey a sincere interest and enthusiasm about organic foods. If you understand their needs and concerns, you’ll be better positioned to respond to them in a positive and successful way, and reap the benefits of a growing organic marketplace.

Elaine Lipson (emlipson@aol.com) is the author of The Organic Foods Sourcebook (McGraw-Hill Contemporary, 2001) and The U.S. Market for Organic Foods and Beverages 2004 (Packaged Facts).