From The Spring 2005 Issue of Natural Grocery Buyer

Frozen produce packs a nutritional punch

Christine Spehar

Shoppers in your supermarket are probably trying to heed Mom’s advice to “eat your vegetables.” Many may also be aware that vegetables are an important source of free-radical-fighting antioxidants. Then why do only 20 percent to 30 percent of Americans get the recommended five servings of fruits and vegetables a day?

Apparently, Americans also believe in another admonition: “Waste not, want not.” A recent Supermarket-Guru.com nationwide survey found that 87 percent of consumers would eat the recommended five servings of fruits and vegetables a day if their produce would stay fresher longer. And 69 percent reported that their produce perishes too quickly, ranking decay as the No. 1 reason they don’t eat more fruits and vegetables.

Consumers want produce that is both antioxidant-rich and long-lasting, and fortunately, they have an option that fulfills both of these demands: organic frozen produce.

Not only do frozen fruits and vegetables last longer than fresh while still maintaining their antioxidant power, but organic produce has been shown to contain more antioxidants than its conventional counterparts.

However, pesticides and other harsh chemicals do reduce antioxidant levels in conventionally farmed produce. Recent research conducted by the Organic Center for Education and Promotion found that “organically grown produce had higher antioxidant levels in 13 out of 15 cases. On average where there were differences, the organic crops contained about one-third higher antioxidant content than the comparable conventional produce. Several studies found levels of specific vitamins or antioxidants in organic foods to be two or three times the levels found in matched samples of conventional foods.”

And consumers are listening. According to the Organic Trade Association’s 2004 Manufacturer Report, the organic frozen produce category is projected to grow by 18.1 percent through 2008 and account for $149 million in sales over 2004.

“Because organic foods are, by law, free of synthetic chemicals, pesticides and hormones, consumers know that choosing organic means avoiding many of the harmful toxins present in a lot of conventional foods,” says Elizabeth Moore of the Environmental Working Group, a consumer watchdog organization that published a report listing fruits and vegetables with the highest and lowest pesticide residues (see sidebar).

Rudi Fischer, business development manager at Alexia Foods, a natural frozen potato company that specializes in gourmet items like Organic Morning Fries and Sweet Potato Gold Julienne Fries With Sea Salt, agrees that shoppers are looking for healthier alternatives in the frozen foods aisle. “Customers are drawn to our healthier and more gourmet versions of traditional frozen potatoes,” says Fischer. “Our products are trans fat-free and are cooked in olive oil, which the [U.S. Food and Drug Administration] announced can reduce the risk of coronary heart disease. We use specialty varieties of real potatoes, like Yukon gold and russet, and we leave the skin on for even more health benefits.”

And Alexia Foods has reaped its own benefits from filling a much-needed niche—the company saw sales growth of 257 percent over 2004, according to Fischer. “We do two-thirds of our business in conventional grocery stores. Our products turn much better when they’re placed in line as opposed to in a natural foods store because they’re in a higher trafficked area,” Fischer says. “Conventional shoppers are heavier users of frozen foods than naturals shoppers, and our product stands out against the leading competition because we’re offering something unique: a premium, higher-quality product.”

Cascadian Farm, an organic frozen food company, has also been experiencing high growth rates, especially among its top-selling produce items, which include blueberries, spinach, peas, edamame and broccoli, according to Michelle Carr, marketing correspondent for Cascadian Farm. “These products are good sources of antioxidants and/or fiber, which are two nutrients that consumers tend to look for in fruits and vegetables,” Carr says. In supermarkets, Cascadian Farm’s organic frozen fruit is the fifth top seller behind Bird’s Eye and other conventional brands, reports Information Resources Inc.

To take advantage of the full potential of organic frozen produce, Fischer recommends “grouping the healthier fare together to give shoppers a destination, but placing it in line with conventional so it stands out. Put healthy veggie burgers adjacent to healthier gourmet frozen potatoes or other vegetables to give shoppers an entire meal solution,” he says.

Sidebars:
Most and least contaminated fruits

Christine Spehar is a freelance writer in Boulder, Colo.