In 1972, John Battendieri began pressing batches of Mr. Natural organic apple juice from the fruit he picked from trees growing on the California hillside. It was one of the first packaged organic products sold to the public.
Today, the company that sprouted from Mr. Natural, Santa Cruz Organics, is owned by J.M. Smucker, the billion-dollar corporation that includes brands such as Crisco and Uncrustables. With a mind-blowing assortment of products available everywhere, from online to in gas stations, organic is booming, with U.S. sales totaling a record $45.2 billion in 2017, according to the Organic Trade Association (OTA).
To compete, manufacturers need the deep expertise required to deliver the highest-quality products to consumers. Here is an overview of the sector for manufacturers seeking to build a successful strategy.