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

Apples & PearsBeware Of Fruit Rots During Apple Harvest
September 2, 2014
Conditions lately have been ripe for fungi fiasco. Read More
Apples & PearsGrower Tells Consumers Where Their Pears Come From
August 13, 2014
Washington’s Stemilt Growers introduces Rushing Rivers as its new pear label. Read More
Apples & PearsUSApple Takes First Place At Agricultural Editors’ Awards
August 13, 2014
Organization is honored for web presence and healthy eating campaign. Read More
Apples & PearsRecord Apple Crop Expected In Washington
August 12, 2014
Growers, packers forecast harvest of 140 million boxes, exceeding 2012 record. Read More
Apples & PearsPoland Asks U.S. To Import Apples Banned By Russia
August 12, 2014
Polish apples banned from Russia in response to western sanctions over the Ukrainian crisis. Read More
Apples & PearsSweeTango Unveils New Website
August 8, 2014
The redesign is part of fall marketing campaign designed to promote consumption. Read More
Apples & PearsWhen Longevity Meets Progress In Apple Growing
August 7, 2014
This year’s Apple Growers of the Year have perfected the art of their operation, evolving over time to meet the needs of their customers. Read More

The Latest

Apples & PearsBig Apple Crop Expected
September 2, 2014
Generally high quality predicted at U.S. Apple Association Crop Outlook and Marketing Conference. Read More
Apples & PearsBeware Of Fruit Rots During Apple Harvest
September 2, 2014
Conditions lately have been ripe for fungi fiasco. Read More
Apples & PearsThey’re Back! 2014 Brown Marmorated Stink Bug Populat…
September 2, 2014
Pressure building as traps filling up with pest by the hundreds. Read More
Apples & PearsNorthwest Pear Crop Estimate Revised Upward
August 26, 2014
Washington and Oregon pear growers forecast a larger size crop than that originally estimated. Read More
Apples & PearsGrower Tells Consumers Where Their Pears Come From
August 13, 2014
Washington’s Stemilt Growers introduces Rushing Rivers as its new pear label. Read More
Apples & PearsUSApple Takes First Place At Agricultural Editors’ Aw…
August 13, 2014
Organization is honored for web presence and healthy eating campaign. Read More
Apples & PearsRecord Apple Crop Expected In Washington
August 12, 2014
Growers, packers forecast harvest of 140 million boxes, exceeding 2012 record. Read More
Apples & PearsPoland Asks U.S. To Import Apples Banned By Russia
August 12, 2014
Polish apples banned from Russia in response to western sanctions over the Ukrainian crisis. Read More
Apples & PearsSweeTango Unveils New Website
August 8, 2014
The redesign is part of fall marketing campaign designed to promote consumption. Read More
Apples & PearsWhen Longevity Meets Progress In Apple Growing
August 7, 2014
This year’s Apple Growers of the Year have perfected the art of their operation, evolving over time to meet the needs of their customers. Read More
Apples & PearsWhat’s In An Apple Cultivar’s Name?
August 6, 2014
Honeycrisp aside, sometimes all it takes for a successful new cultivar is superior characteristics. Read More
Apples & PearsMore Headaches For Apple Growers In Midwest [Slideshow]
August 5, 2014
A combination of stress over the past two growing seasons and winter injury is causing tree deaths. Read More
Apples & PearsNew York’s 2014 Apple Crop Forecast At 30 Million Bus…
August 5, 2014
Harvest in Empire State expected to begin Aug. 15 with yields above five-year average. Read More
Apples & PearsBlack Stem Borer: Old Pest, But New Problem For New Yor…
August 4, 2014
This pest wreaks havoc in high-density orchards with wet soil conditions. Read More
Apples & PearsAn Awakening To The Value Of Biopesticides [Opinion]
July 25, 2014
With the entry of major suppliers into the biopesticide arena, whether or not biopesticides work is no longer the question. Now, people want to understand how they work. Read More
Apples & PearsPGRs: The Overlooked Piece Of The Biopesticides Puzzle
July 25, 2014
Yield and quality can be as important to growers as crop protection. Read More
Apples & PearsWashington Tree Fruit Associations Merge
July 24, 2014
Jon DeVaney will lead the new group, which is expected to become official Sept. 1. Read More
Apples & PearsMore Than 1,000 Apple Boxes Burned In Michigan Fire
July 23, 2014
Fifty firefighters fought a blaze that burned through more than 1,000 apple boxes at a fruit processing plant in Michigan. Read More