Keeping Organic Cutting Edge. Pamela Riemenschneider, Produce Retailer, Moderator

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Amy Boone
6 years ago
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1 Keeping Organic Cutting Edge Pamela Riemenschneider, Produce Retailer, Moderator

2 Keeping Organic Cutting Edge Nate Lewis, Farm Policy Director, Organic Trade Association

3 By Interrupcion*

4 FMI s Power of Produce 62% of shoppers say they buy organic produce

5 FMI s Power of Produce 62% of shoppers say they buy organic produce 26% expect to buy MORE organic produce in the next 3 months

6 FMI s Power of Produce 62% of shoppers say they buy organic produce 26% expect to buy MORE organic produce in the next 3 months 5% expect to buy LESS organic produce in the next 3 months

7 FMI s Power of Produce 62% of shoppers say they buy organic produce 26% expect to buy MORE organic produce in the next 3 months 5% expect to buy LESS organic produce in the next 3 months Average price differential is 50%

8 FMI s Power of Produce 62% of shoppers say they buy organic produce 26% expect to buy MORE organic produce in the next 3 months 5% expect to buy LESS organic produce in the next 3 months Average price differential is 50% 73% cite price as a barrier to buying organic

9 FMI s Power of Produce

10 FMI s Power of Produce

11 The Packer s Organic Fresh Trends 2018

12 The importance of the organic produce shopper (Nielsen) Organic is a differentiator in top performing retailers: 16 percent of produce dollars are organic in the top performing fresh retailers Compared with only 6 percent in the bottom performing ones.

13 The importance of the organic produce shopper (Nielsen) Organic is a differentiator in top performing retailers: 16 percent of produce dollars are organic in the top performing fresh retailers Compared with only 6 percent in the bottom performing ones. Organic produce shoppers are valuable to the entire store. Retailers could be losing $5,800 or more of a shopper s annual spend when deciding to purchase organic produce at another store. Switching comes at a cost and understanding behavior is complex.

14 Interrupcion* Fair Trade Founded in 2001 Specializes in the production and commercialization of fresh fruits and vegetables Aims to build a sustainable food production system that ensures a healthy relationship between producers, consumers and the environment Supply development offices in Argentina, Chile, Peru and USA Import and distribution companies in Europe and USA Operates model farms as hubs, investing and implementing best practices that enhance product quality, positive social and environmental impact Offers services to associated farms including financing, quality assurance, supply chain logistical management and direct export, fair trade premium management for positive impact in education, health and housing for rural communities

15 For your nutrition, For our planet, For the people USDA Organic as a minimum standard Fair wages and safe dignified working conditions for farm workers Guarantees a positive impact - every product sold generates a social premium that goes directly back to producing communities to invest in much needed health, education and local projects Safeguards land and water resources for future harvests and generations Protects small farms and biodiversity Utilizes biodynamic agricultural practices

16 Apple & Pear Case Study An orchard since 1933, first plots transitioned to organic in 2003 Once organic farming started growers noticed significantly more birds, bees and beneficial insects In 2012 began implementing biodynamic and fair trade practices Transition to biodynamic farming allowed workers to re-educate from historical pruning/ spraying heavy management, to composting and fertilizing with natural compounds Biodynamic methods not only healed some of the most deteriorated plots but also helped harvest some of the highest yields in the farm s history Compost pile rich in organic materials helps maximize nutritional value Improved soil quality and fertility by using dense manure mixture applied at dusk, encouraging soil microbes to break down organic matter into the essential nutrients plants need for healthy growth Quartz based spray is applied to soil at dawn, which reflect the morning sun helping plants capture more sunlight, stimulating photosynthesis and the natural flavors of the fruit Workers are kept safe and the farm in harmony with Mother Nature as the preparations pose no risk to workers health if spilled or leaked and the applications times are related to the daily cycle of soil respiration, maximizing the benefit of natural processes.

17 Thank You Michela Calabrese VP, Business Development

18 Chris Webb DIRECTOR OF PURCHASING

19 GREEN CHEF OVERVIEW Why does Green Chef Exist What do we do? What values drive what we do? What are our Core Beliefs and Benefits? Creating nationwide access to Organics Enabling customers to live their lifestyle values easily (keto/paleo/vegan/gluten-free) Adhere to Produce Seasonality Convenience Connecting customers back to home cooking & developing culinary skills Green Chef is a Premium Product; customer list shows the demand for quality/organic products Investing in suppliers Packaging Initiatives

24 IN CLOSING Home delivery / subscription has a unique connection to the customer Regular communication and customer feedback on shipments and food Learning on Produce Offerings and Value Add Produce What produce items are popular, risky, or far out? How experimental are customers on organic produce? Does value add help with this? Should Green Chef be the value add or should this be further up stream? What produce customers expect to be value add and or not? How easy or difficult do the customers want the produce items or recipes to be to prepare? What are pest tolerances on organic produce?

25 Thank You! Chris Webb, Director of Purchasing

26 Keeping Organic Cutting Edge

An Organic Primer ebook

An Organic Primer ebook A guide to Organics in the Produce Department including USDA Standards, Organic VS Conventional, and key terms A Quick Note from the Author A note to the Organics buyer Organic