The Quality of Organic Produce Plays a Vital Sales Role

I am told by produce managers that there are challenges when it comes to selling organic produce. Some of the drawbacks hindering sales are higher prices, lack of advertising, confusion with conventional items, and quality.

The quality of organic produce determines its competitiveness with conventional produce. But consumers are somewhat confused in recognizing the prices they are asked to pay for the quality they expect.

Sunset Foods quality organic produce

Most consumers do not have or take the time to gather the information required for the knowledge of what organic produce must undergo in order to grow, ship, and stock it on supermarket displays. Therefore, it is essential to acquaint them with the differentiation between organic and conventional produce.

Since premium prices may be an impediment to sales of organic produce, it is important to understand that the quality of organics should be the utmost best in order to substantiate the retail prices in comparison with conventional produce.

Most consumers do not have or take the time to gather the information required for the knowledge of what organic produce must undergo in order to grow, ship, and stock it on supermarket displays. Therefore, it is essential to acquaint them with the differentiation between organic and conventional produce.

Some shoppers are willing to pay a premium price to acquire specific retail items. A devoted organic customer will usually pay the premium price level only if the quality meets their satisfactory preference. They value freshness and an attractive appearance. That’s where superior quality comes into play.

We know about the ardent consumers who insist on purchasing only organic produce items. But what about those same customers who come into the store to find what appears to be a much lower-quality organic vegetable? For instance, what if the bunches of organic swiss chard or spinach contain sand from harvesting in the rain? Would they consider that superior quality? Probably not.

Then there is the issue of weak display maintenance. When fresh organic items become decrepit on display, this is obviously a quality issue.

We have come a long way since the 1970s and ‘80s in elevating produce quality.

Here are four basic attributes of that quality:

Consumers want their fresh produce to be of the finest quality as well as safe to eat. They are picky when choosing items in the produce department, especially in the organic section.

The superior quality of organic produce is not only in the product but also in the merchandising and operation. Displays do get shopped down by customers, especially during rush hours. Products can be handled by shoppers, and soon there are sections that become scattered and cluttered. This can affect the overall appearance.

The organic produce section requires regular maintenance to keep the items neat and organized. A person should be scheduled to keep the organic section stocked and in good order at all times. Doing this will keep the organic section intact and protect the shelf life of the product.

Ron Pelger is the owner of RonProCon, a produce industry advisory firm. He is also a produce industry merchandising director and a media writer. He can be contacted at 775-843-2394 or by e-mail at [email protected].