Organic Apple Growth Continues Stellar Performance As U.S. Crop Wraps Up

Columbia Marketing International (CMI) reports that organic apples continue to be in high demand fueled by record sales in U.S. supermarkets. According to data from Nielsen Perishables Group, for the apple season that began Sept. 1, 2013, through Feb. 22, organic apple sales at retail surged by 20.4% over the same period last year. Volume increased by 21.9%.

“We really see the growth being driven by expanding sales in conventional supermarkets,” said Mark Hambelton, Wenatchee-based organic sales manager for CMI in Washington State.“There is more space allotted at retail, more products on the shelf consistently and supermarkets are really developing a strong base of consistent organic shoppers.”

Organic apple sales have led in retail performance through the entire 2013 season. Season to date, conventional apple volume sold in supermarkets for the total U.S. increased by only 2.4%, with sales declining by 3.7% due to lower market pricing. “Organic apple performance is all the more impressive when we see that for the total category, it’s organics and brands that are raising the bar for the category,” says Hambelton.

Hambelton observed that organic apples have benefited from significant increases in product assortment and distribution. “It hasn’t been that long ago that organic apples were limited in space with only one or two items available for sale,” he said. “Today it’s not uncommon to see six, eight or more unique organic apple varieties and packages for sale in supermarkets every single day.”

Hambelton credits the growth to stronger marketing programs offered by shippers like CMI as well as the development of organic brands for retailers to utilize. “Organic brand growth is really changing the marketing dynamics for supermarkets. Just like in center store, consumers respond to brands and they look for names they trust. Daisy Girl Organics is CMI’s official organic label and it has continued to grow each year. CMI officially launched the Daisy Girl Organic two-pound Gala pouch bag last fall and it’s already the number one selling branded organic apple bag nationally.”

According to Hambelton, “Organic brand performance has been a proven model in packaged salads for many years. We really put an effort against developing our Daisy Girl Organic apples because the research clearly showed supermarket shoppers respond to organic brands and packaging. That’s exactly what’s happened.”

With the sales surge at retail, remaining supplies of U.S. grown organic apples are dwindling. “It’s really been a strong year for organics but the domestic organic apple crop is nearly sold out,” said Hambelton. “We think our success this year will really set the stage for strong growth leading into the fall harvest in 2014.”

Hambelton says CMI is planning for increased production of Daisy Girl Organics this fall. “With the success retail supermarkets are having this year with branded organic apples, we think this will really set the stage for strong growth next season. We’re already getting inquiries from retailers asking about Daisy Girl Organics for next season.

Source: Columbia Marketing International

Topics: ,

Leave a Reply

Apples & Pears Stories
The giant Honeycrisp apples at Burnham Orchards sell quickly
Apples & Pears
December 2, 2016
New Director Of Consumer Health And Media Relations Appointed At USApple
Organization announces Korenna Wilson to take on the role of raising consumers’ awareness of apples benefits. Read More
Jim Allen
Apples & Pears
November 28, 2016
Jim Allen Set To Retire — Adios, Mr. Big Apple
Jim Allen is stepping down at the end of the month as the longtime chief of the New York Apple Association. Read More
CA storage
Apples & Pears
November 15, 2016
Researcher Gets To Bottom Of Fungus In Fruit Storage
Team aims to develop tools to predict, detect microbes in stored apples and pears. Read More
Prepping apples for cleaning, waxing, and sorting.
Apples & Pears
November 10, 2016
U.S. Apples In Storage Up 11% Over A Year Ago
Meanwhile, the nation’s dominant producer, Washington, revised its crop estimate upward. Read More
EverCrisp apples
Apples & Pears
November 2, 2016
Video Highlights The Apple Breeding Process
Educational video illustrates how and why new varieties are developed. Read More
The Apple Store in Green Bay, WI. (Photo credit: WBNQ)
Apples & Pears
November 2, 2016
Market In Wisconsin Gets Confused For iPhone Dealer
The Apple Store in Green Bay, WI, fields calls about technical support or new releases. Read More
Sleeping-eye trees, pictured three weeks after they have 
budded out at UMass Extension Greenhouse in Amherst, MA. (Photo Credit: Jon Clements)
Apples & Pears
November 2, 2016
Consider Alternatives To Finished Apple Trees From The Nursery
While tree availability has been a challenge, you may find other options give you a similar result. Read More
The Latest
Apple Grower of the Year
December 6, 2016
2014 Apple Grower Of The Year Bill Evans…
Legendary apple grower Bill Evans, who along with his wife, Jeannette, farmed more apple acreage than any grower in the Read More
Apples & Pears
December 4, 2016
Easy Tips For Apple Pruning Demonstratio…
Seminar to be presented in both English and Spanish by Penn State University Extension experts. Read More
Apples & Pears
December 3, 2016
It’s A Global Celebration For World Pear…
USA Pears to host sampling events in 24 countries for 24 hours of continuous pear goodness. Read More
Apples & Pears
December 2, 2016
New Director Of Consumer Health And Med…
Organization announces Korenna Wilson to take on the role of raising consumers’ awareness of apples benefits. Read More
Apples & Pears
November 28, 2016
Jim Allen Set To Retire — Adios, Mr. Big…
Jim Allen is stepping down at the end of the month as the longtime chief of the New York Apple Association. Read More
Apples & Pears
November 15, 2016
Researcher Gets To Bottom Of Fungus In F…
Team aims to develop tools to predict, detect microbes in stored apples and pears. Read More
Apples & Pears
November 10, 2016
U.S. Apples In Storage Up 11% Over A Yea…
Meanwhile, the nation’s dominant producer, Washington, revised its crop estimate upward. Read More
Apples & Pears
November 2, 2016
Video Highlights The Apple Breeding Proc…
Educational video illustrates how and why new varieties are developed. Read More
Apples & Pears
November 2, 2016
Market In Wisconsin Gets Confused For iP…
The Apple Store in Green Bay, WI, fields calls about technical support or new releases. Read More
Apples & Pears
November 2, 2016
Consider Alternatives To Finished Apple …
While tree availability has been a challenge, you may find other options give you a similar result. Read More
Apples & Pears
October 30, 2016
New Project Targets BMSB – Sustain…
Armed with a $3.7 million grant, North Carolina State University researchers have the brown marmorated stink bug, which has been found in 43 states, in their cross hairs. Read More
Apples & Pears
October 27, 2016
Let’s Not Lose Sight Of The Classic Appl…
Consumers may want the latest and greatest varieties, but don’t forget there are some consumers – like me – who enjoy traditional varieties you may be considering ripping out. Read More
Apples & Pears
October 11, 2016
Growers Report Bitter Rot On Apples
Wet fall weather has washed off plant protection materials, leaving fruit susceptible. Read More
Apples & Pears
October 10, 2016
Outlook Is Positive For Several Specialt…
The Northwest Farm Credit Services has released its quarterly Market Snapshot publications that look at the state of major agricultural commodities in the Northwest, including apples, cherries, onions, pears, and potatoes. Read More
Apples & Pears
October 4, 2016
Timely Tasks To Do During Down Times Of …
Amy Irish-Brown of Michigan State University Extension offers helpful tips for growers to help prioritize any lulls in harvest season. Read More
Apples & Pears
September 26, 2016
New Apple Variety Is One Stemilt Hopes C…
University of Minnesota apple variety will be grown and packed exclusively by Stemilt. Read More
Apples & Pears
September 23, 2016
USDA Approves Nonregulated Status For ‘A…
Animal and Plant Health Inspection Service announces deregulation of third non-browning apple released from Canadian company. Read More
Apples & Pears
September 23, 2016
Growers Encouraged To Monitor Fruit Temp…
With early harvests, Randy Beaudry of Michigan State University says temperature monitoring is a must. Read More