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
full-size-waef-winner-estebangaribay-grannysmith
Apples & Pears
September 9, 2016
Year Of The Apple Art Contest Winner Features ‘Granny Smith’
The Washington Apple Education Foundation (WAEF) contest, sponsored by Dow AgroSciences, was won by 2016 Sunnyside High School graduate Esteban Garibay. Read More
apples4ed
Apples & Pears
September 5, 2016
USApple Seeks Nominations For “Apples For Education” Program
Program seeks school programs to fund through donations made during campaign, boost apple consumption. Read More
EverCrisp apples
Apples & Pears
September 4, 2016
Eco Apple Program Sees Boost In Acres
A network of farmers focused on finding the most ecological way to grow fruit in the Northeast have increased by Read More
gmo apple
Apples & Pears
August 29, 2016
Public Comments Now Accepted For ‘Arctic Fuji’ Apple
APHIS releases determination to extend deregulation to third release from Okanagan Specialty Fruits. Read More
gmo apple
Apples & Pears
August 11, 2016
GMO Nonbrowning Fuji Apple One Step Closer To Approval
USDA moves Okanagan Specialty Fruits' variety to nonregulated status; public comment period is forthcoming. Read More
Walden Hollow Angry Orchard hard cider
Apples & Pears
August 8, 2016
Angry Orchard Debuts Cider Made From New York Apples
Walden Hollow is named after cider house’s town and is all about fruit from the Empire State. Read More
Photo credit: International Fruit Tree Association
Apples & Pears
August 5, 2016
Washington Apple Crop Huge, But Not A Record
The 2016 Washington apple harvest is predicted to be about 133 million boxes. Read More
The Latest
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
Apples & Pears
September 9, 2016
Year Of The Apple Art Contest Winner Fea…
The Washington Apple Education Foundation (WAEF) contest, sponsored by Dow AgroSciences, was won by 2016 Sunnyside High School graduate Esteban Garibay. Read More
Apples & Pears
September 5, 2016
USApple Seeks Nominations For “Apples Fo…
Program seeks school programs to fund through donations made during campaign, boost apple consumption. Read More
Apples & Pears
September 4, 2016
Eco Apple Program Sees Boost In Acres
A network of farmers focused on finding the most ecological way to grow fruit in the Northeast have increased by Read More
Apples & Pears
August 29, 2016
Public Comments Now Accepted For ‘Arctic…
APHIS releases determination to extend deregulation to third release from Okanagan Specialty Fruits. Read More
Apples & Pears
August 11, 2016
GMO Nonbrowning Fuji Apple One Step Clos…
USDA moves Okanagan Specialty Fruits' variety to nonregulated status; public comment period is forthcoming. Read More
Apples & Pears
August 8, 2016
Angry Orchard Debuts Cider Made From New…
Walden Hollow is named after cider house’s town and is all about fruit from the Empire State. Read More
Apples & Pears
August 5, 2016
Washington Apple Crop Huge, But Not A Re…
The 2016 Washington apple harvest is predicted to be about 133 million boxes. Read More
Apples & Pears
July 28, 2016
Seeing The Real Big Apple In New York On…
Hot temperatures, lack of precipitation, mechanization, and high density production systems were among the highlights of the International Fruit Tree Association’s annual study tour. Read More
Apples & Pears
July 26, 2016
Walmart Begins Selling So-Called ‘…
Cosmetically challenged apples are the company’s first foray into a global movement to cut food waste. Read More
Apples & Pears
July 8, 2016
Spotted Lanternfly Quarantine Expands In…
More townships added as small populations of the pest are found in municipalities adjacent to previously quarantined areas. Read More
Apples & Pears
June 30, 2016
Pairing PGRs In Pears Helps Control Vigo…
When it comes to a hearty variety like ‘Anjou,’ researchers see potential in using a one-two punch of PGRs to help control growth and ensure return bloom. Read More
Apples & Pears
June 21, 2016
New York Beverage Credits To Include Win…
Credit allows wineries and cideries to reinvest savings in business. Read More
Apples & Pears
June 21, 2016
Allen To Retire From New York Apple Asso…
Industry supporter to leave in January after 20 years with association. Read More
Apples & Pears
June 8, 2016
Pacific Northwest Pear Crop Expected To …
Tiny increase expected from Washington and Oregon over 2015, but crop will be lower than most recent years. Read More
Apples & Pears
June 8, 2016
Mexico Will Not Add Duties To Washington…
Country determines imports from the U.S. did not hurt the domestic industry. Read More
[gravityform id="62" title="false" description="false"]