Consumers want the best tasting produce, as well as the healthiest options for themselves and their families. Also, concern for the environment is becoming more mainstream; environmentally-conscious citizens are found in nearly every demographic, of all political beliefs. These are some of the reasons why organic produce continues to sell big in the United States. And sales will continue to rise, especially since the pleasant months of May and June bring people outside to enjoy the weather and local produce. This trend is something for those of us in the food industry to keep an eye on: according to a study by the Natural Marketing Institute, organic sales in the U.S. are expected to reach $20 billion by 2005, despite the comparably small number of supermarkets that carry organic products.

American supermarkets are missing out on a huge consumer base because they don't carry many - or any - organic products and produce in their stores. According to the Organic Trade Association, less than half of American supermarkets currently carry organic products, a surprising fact considering that retail sales of organic products have grown about 23% each year in the last 10 years. Of the American supermarkets that do carry organic produce, supermarket sales of organics grew over 17% last year, according to ACNielsen.

The evidence of the benefits of organic produce continues to mount: Reviewing over 40 published studies comparing the nutritional value of organically grown and conventionally grown fruits, vegetables, and grains, certified nutrition specialist Virginia Worthington concludes there are more of several nutrients in organic crops. These include: 27% more vitamin C, 21.1% more iron, 29.3% more magnesium, and 13.6% more phosphorus. In addition, organic products had 15.1% less nitrates than their conventional counterparts. She also noted that five servings of organic vegetables (lettuce, spinach, carrots, potatoes and cabbage) provided the recommended daily intake of vitamin C for men and women, while their conventional counterparts did not. (Source: "Nutritional Quality of Organic Versus Conventional Fruits, Vegetables, and Grains," by Virginia Worthington, published in The Journal of Alternative and Complementary Medicine, Vol. 7, No. 2, 2001 (pp. 161-173).

Organic food is healthier for human consumption as well as better for the environment because organics do not use pesticides. Consumer Reports, January 1998, noted: "Our side-by-side tests of organic, green-labeled, and conventional unlabeled produce found that organic foods had consistently minimal or nonexistent pesticide residue." (Source: ³Greener Greens? The Truth about Organic Foods,² Consumer Reports, January 1998, page 13.)

It's time for larger grocery chains to examine the success of organic grocery stores, health food shops and farmers' markets, and use the findings to help supermarkets develop a new approach to promoting their organic products and produce. Perhaps a new model for the supermarket produce section should be created. Educated employees who can talk to customers about organic produce gain trust and spread knowledge about food and health. Supermarkets can help to provide organic produce for a thirsty consumer group while at the same time setting themselves apart from others in a positive way.

Haddon House is here to help. We carry a host of organic products, including a large assortment of canned and frozen organic fruits and vegetables. For more information on Haddon House's natural and organic program, talk to your sales representative, call our marketing department, or browse through our Natural and Organic catalog.

Photo by Dena O'Hara.