Make the Most of Organics.
Parents will be thinking about packing healthy lunches and will want nutritious snacks on hand for after school
These days, there is a good deal of negative press about different areas of the food industry, like lawsuits against fast food companies, the problems with genetically modified organisms and the use of antibiotics, that sales of organics are practically guaranteed. Industry studies show that organic sales are growing consistently, and that's largely because organic foods seem to be the sensible choice to many consumers - consumers who are more educated about nutrition than ever before. For this reason alone, organic products practically sell themselves. However, consumer interests, trends and tastes shift regularly, so it's important to learn how to best target organic items to your customer base, reaching out in particular to the customers who tend to purchase conventionally grown and produced items. Finding the right strategy may take some time, and depend on a number of factors, like whether it's growing season or hibernation time.

January and February offer unique marketing opportunities as well as challenges. It's dark when people get home from their long work day and the idea of cooking a healthy meal may not be their first priority. It might be easier and more tempting to heat up a frozen pizza or call someone for delivery. The good news, though, is that not only are many folks still trying to keep their New Year's resolution of eating more healthy, but organic items have moved into every area of food retail, from convenient heat-and-eat foods to the raw ingredients necessary to make home cooked or baked meals and treats.

Traditionally, organics have appealed to those with environmentalist leanings, those with health concerns, and vegetarians. But as organics become more established in the food industry, more people are choosing organics. Now is a perfect time to convert more of your customer base! One group to focus on is parents. The first months of the new year are an opportune time, since it's considered the second back-to-school. Parents will be thinking about packing healthy lunches for their kids, and will want to have nutritious snacks on hand for after school treats.

An in-store party - complete with decorations, music, and of course, food - might be a great way to convince parents and their kids of the accessibility of organics. By offering a number of festive treats for tasting in a corner of the store or in the cafe, you'll be able to present a full range of organic items to your customers. Some great organic food for sampling would be cookies, crackers, flatbreads and biscuits - perfect for little fingers and young tastebuds - along with cheeses, organic carrots, celery, peppers and dips. There are plenty of quick and easy warm foods, like macaroni and cheese, as well as microwaveable entrees, that make great in-store party foods, too. No party is complete without something sweet, and organic ice cream and yogurt would work conveniently into the organic-themed store party. Serve with organic cookies or biscuits and top with organic fruit, and your party guests will love it!

To gear up for this event, you may want to place signs - even small, in-house signs - near the organic items in your store asking people if they've tried these products, and letting them know that they can try some right in your establishment. The signs will encourage people to sample at the demos and increase awareness of these healthier choices, which will in turn increase your sales.

Organics have grown from a small section in stores to a full range of products that are likely to be peppered throughout every department. By bringing some of these items together to serve at your in-store party, it makes it clear to your customers just how widespread - and tasty - organic products are. And by appealing to children, you're helping to ensure that a generation will be raised with more organic foods included in their diets, which will not only help the organic industry to flourish, but will also help people stay healthier!

See the Category Management section on specialty cookies and crackers starting on page ten for insights into this category plus informative rankings and detailed planograms.

Photo by Dena O'Hara.