Health-conscious consumers have fueled a meteoric rise in


the consumption of organic (and natural) gourmet products. Find out how you can take a healthy bite of this nearly $25 billon product category. Heather Johnson Durocher


customers’ wallets may not reveal the whole story. In other words, the price tag isn’t all they’re taking into account. Buying decisions are not solely determined by


I


prices but customers often decide to buy products that reflect their values—it’s what is called values- based consumerism. A key driver for organic gourmet is a concern for health. “What you’ll find is people who shop specialty stores and boutiques for [gourmet] items are more educated, generally—they put certain priorities on buying organic—so it’s not necessarily having more income that drives their buying decisions,” says Barbara Haumann, spokesperson for the Organic Trade Association in Greenfield, MA, a membership- based business association for the organic industry in North America. Haumann says that the


continued growth in organic product sales means your customers are likely seeking more of these kinds o f gourmet items. The category is huge and embraces foods such as truffles, toffees,preserves and spices. Just how much growth is


there in this product category? According to the Organic Trade Association, overall sales of organic food items totaled $24.8 billion in


SHAMAN CHOCOLATES GREENRetai lerMag.com Summer 2010 n GREENRetai ler 119


f you’ve ever wondered just how well organic gourmet items like jams, salsas, chocolates and soaps would sell in your store, consider this: Your


2009. $273 million of that amount sold in specialty stores and boutiques—a jump from $52 million for these retailers just five years ago, in 2005. U.S. sales of non-food organic items in 2009, meanwhile, totaled $1.8 billion, with $108 million of that amount sold in specialty shops and boutiques, according to the OTA.


What the labels mean Understanding the various labels placed on organic items can prove a bit confusing, however. When you want to be sure you’re selling what your customers are looking for, here’s what the Organic Trade Association suggests: Look for the “USDA Organic” seal or other approved labeling. Knowing who the certifier is, also helps. Products labeled “100% Organic” and carrying


the “USDA Organic” seal are just that—they contain all organically produced ingredients. Products that are made from at least 95 percent organic ingredients, and have remaining ingredients that are approved for use in organic products may also c ar r y the “USDA Organic” seal. In addition, products


that contain at least 70 percent organic ingredients may label those on the ingredient


list. Producers and processors voluntarily use these labels, and may use organic ingredients without being required to label


them.


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