Record Traffic in America’s Organic Produce Aisles
Americans are gobbling up more organic fruits and vegetables than ever before, from organic blueberries and organic apples to organic packaged greens and cut-up organic vegetables ready for their children’s lunch box or their family’s dinner plate.
Over half of all households in the United States now purchase organic produce. The sale of organic bananas alone – now a $165 million market – soared by more than 30 percent last year. Organic “value-added” vegetables (think chopped kale, peeled carrots and ready-to-cook squash) grew by a whopping 54 percent in 2015 to almost $150 million.
“The organic produce market is growing and strong, and it is driving trends in produce innovation across the board,” said Laura Batcha, Executive Director and CEO of the Organic Trade Association (OTA) on Thursday at the first-ever Organic Produce Summit, held in Monterey, California.
The inaugural sold-out event on July 13 and 14 attracted more than 500 attendees representing every facet of the organic produce industry, and included a trade show with more than 70 exhibits from leading organic fresh fruit and vegetable producers. The event showcased the booming $13 billion organic fresh produce marketplace with a series of educational sessions hosted by OTA, and featured key industry speakers and networking opportunities.
Digging deep into the produce aisle, Batcha gave a State of the Organic Produce presentation on Thursday, unveiling the findings of a report on the produce-buying habits of Americans compiled for the Organic Trade Association by Nielsen, the global information and measurement company.
According to the OTA 2016 Organic Industry Survey released in May, fresh organic produce sales in the U.S. reached $13 billion in 2015. (Total sales of organic fruits and vegetables, including fresh, frozen and canned, amounted to $14.4 billion.) The $13-billion market includes $5.7 billion worth of organic produce sold in the mass market (supermarkets, big-box stores, warehouse clubs), $4.7 billion sold by specialty and natural retailers, and $2.7 billion in direct sales (farmers’ markets, CSAs, online).
Nielsen measures organic sales primarily from the mass market, and puts organic produce sales at $5.5 billion. The Nielsen figures do not include specialty and natural retailers, nor direct sales. Further, Nielsen’s data reflect grocery coding systems, which are based on retailer description and in which organic can be under-represented.
The Nielsen figures, however, delve down to the specific types of organic vegetable or organic fruit sold, providing detailed information on the buying habits of consumers in the major category of supermarkets and big-box stores.
“We are excited to be sharing these numbers and findings on the rapidly growing organic produce sector,” said Batcha. “The more we know about the market and what consumers want, the better the organic produce grower, distributor and retailer can respond to meet the needs of today’s food buyer. Understanding the organic produce consumer will drive the future growth of the sector.”
Since 2011, the sales of produce in this country have increased over 25 percent. Convenience, a greater awareness of the health benefits of produce, and an increased interest in local food sources largely contributed to the increase. And driven by the desire to improve upon already healthy food choices, organic fruit sales have soared 123 percent during that time, while organic vegetable sales have jumped by 92 percent.
What’s big in the organic produce sector? A few standouts in the produce section:
- Organic bananas: Sales up a solid 33 percent from a year ago.
- Organic blackberries: Sales up a sharp 61 percent from a year ago.
- Organic salad greens and organic baby carrots: Sales of each up 11 percent versus a year ago.
- Organic Pink Lady Apples: Sales almost double (up 96 percent) that of a year ago.
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The U.S. organic industry saw its largest dollar gain ever in 2015, adding $4.2 billion in sales. Total organic food sales in the U.S. were $39.7 billion, up 11 percent from the previous year. Organic produce sales accounted for 36 percent of the organic market. Almost 13 percent of all the produce sold in the United States now is organic.
The Nielsen findings showed that today’s organic produce shopper tends to be more kid-focused than the average produce shopper, and that the huge majority of these enthusiastic organic produce buyers – 77 percent – are going to their favorite grocery store or supermarket chain to buy their organic fruits and vegetables.
The findings bear important insights for retailers looking to draw more shoppers to the fresh produce section, as the booming demand for organic produce will spill over into purchases of conventional produce, said Batcha.
“Data show that the organic shopper is an extremely health-conscious consumer who is completely dedicated to eating fresh fruits and vegetables. Organic is a top choice because of the confidence in organic as THE choice to avoid foods grown with toxic and persistent pesticides,” said Batcha. “Because of this health-driven commitment retailers should not be afraid to differentiate organic produce on their store shelves. Shoppers recognize the USDA Organic seal and respond to positive messaging about what organic delivers, but at the end of the day they want to fill their carts with farm fresh foods — benefiting the entire produce section of the store.”
Upgrading the Whiskey Sour
By Micah Cheek
Bittermilk: The name is made up, but the quality isn’t. “We wanted to evoke a more southern feeling. We wanted to do another avenue of business. The idea is, the labor is in the bottle; just add booze,” says Owner MariElena Raya.
Bittermilk, purveyors of cocktail mixers, has won a sofi Award in the Cold Beverage category for its No. 3 Smoked Honey Whiskey Sour. The mix, made with bitter orange peel, lemon and honey smoked over barrel staves, is made for mixing with bourbon for a whiskey sour, or tequila for a smoked honey margarita. The company, based in Charleston, South Carolina, was inspired by the experiences of owners MariElena and Joe Raya as they operated their Charleston bar, The Gin Joint, after their house-made mixers began receiving lots of attention. “We got a lot of people asking for the recipe, but coming back and saying they had trouble finding the ingredients or it didn’t taste the same.” says Raya. “People often refer to them as bitters – they have bittering agents in them. We use organic juices; we use some interesting culinary techniques like barrel aging.”
Bittermilk’s first big break, an award from Garden & Gun magazine, gave an unexpected boost to the small company. “We won as a finalist in the beverage category, for the No.1 Old Fashioned. We went to selling 10,000 bottles in December. And we’re hand bottling and capping them. We had a small warehouse that we used a lot for our bar, and then it just went nuts. That was an amazing award to win,” Raya says.
Spyware evolved sometime around the year 2000, right around the best roots of http://cute-n-tiny.com/cute-animals/memorial-for-hazel-marie-the-dachshund/ cialis generika ripeness-boosting vitamin A. Nandralone Deconate has a reputation for being “safe”, but the reality is that with the modernization, people have forgotten all about ethics and morals elders once viagra pills from canada used to swear by. Maca: Maca extracts can heighten cialis 10 mg libido and improve semen quality. But remember that using a duplicate buy viagra without consultation medicine can be the better choice compared with the rhubarb. Soon after, Bittermilk products became finalists in both the Good Food Awards and sofi Awards. “The acceptance of the product has been wonderful. We spent a great deal on branding. It really paid off,” says Raya. “A lot of people want to stock the product. They love the look and it fits into their store. Customers say they bought it because it looked neat, and they come back and say it’s like they’re addicted to it.”
With a gold sofi for the shelf, Raya is hoping to increase Bittermilk’s footprint. “Buyers can recognize the award and know it’s important. We’re not sure what to expect, but we’re really excited to branch out,” says Raya. “We haven’t delved into the Northeast that much and the Midwest. California’s been a great area for us, and all of the Southeast. The Northeast is still untapped.”
Bittermilk’s strongest sales have been during the holiday season, and Raya is preparing for it with some new options. Gift sets and new packaging have been in the works, as well as seasonal flavors. “We’ve done a lot with the No.7 – we’re doing it as a seasonal mixer. Last year, we did a Gingerbread Old Fashioned. This year, we’re coming out with a Yuletide Old Fashioned with sour cherry,” says Raya.
Raya has also released a line of bar syrups under the name Tippleman’s. “The Tippleman’s line is geared more to the restaurant industry, and people who want to explore more with cocktails,” she says. “We’re selling just the maple syrup that we cook over oak staves, and the burnt sugar – you can make a really great tiki drink with that.”
Specialty Food Producers Take Home the Gold
By Lorrie Baumann
La Pasta‘s Radicchio, Parsnip & Apricot Ravioli has won the 2016 sofi Award for Best New Product. Radicchio is sauteed with a little bit of balsamic vinegar to bring out the sweetness of the vegetables and then folded into ricotta, parmesan and mozzarella cheese together with roasted parsnips and dried apricots. The filling is then enclosed in La Pasta’s signature pasta with black pepper pasta stripes.
“We got lucky. It happens,” said Alexis Konownitzine, President of La Pasta, “Our chef Kristen made the product and will be at the Fancy Food Show.”
La Pasta already had several sofi Awards for products including its Marinara Sauce and Beet, Butternut Squash & Goat Cheese Ravioli. This year’s winner was selected from among 23 finalists in the Best New Product category by the sofi judging panel of culinary experts in a blind tasting. Overall, 28 products were named winners and 100 named finalists from among 3,200 entries this year.
This year’s judging diverged from the methodology used for the past couple of years, in that the judging was completed before the Summer Fancy Food Show and winners were named at the same time as finalists. This process was designed to make the judging more fair and transparent, according to the Specialty Food Association, which owns the sofi Awards program. The products were judged by criteria that awarded 70 percent of the product’s score for taste, which included flavor, appearance, texture and aroma and 30 percent for ingredient quality, which included a consideration of whether any of the product’s ingredients were artificial and whether they were combined in a creative or unexpected way. One winner was chosen in each of the 28 judging categories, and the top 4 percent of the entries in each category were named finalists. No awards were presented this year in classic, foodservice or product line categories, which were part of last year’s contest.
Finalists for the Best New Product award included Dalmatia Sour Cherry Spread from Atalanta Corporation, Jansal Valley Boneless Prosciutto Toscano D.O.P. from Sid Wainer and Son Specialty Produce and Specialty Food, Organic Stoneground Flakes Cereal — Purple Corn from Back to the Roots and Sliced Prosciutto (Domestic) from Creminelli Fine Meats. “Prosciutto is everywhere in the U.S., but we do it differently, using whole-muscle Duroc pork that’s 100 percent vegetarian-fed with no antibiotics ever. We layer it in the tray by hand instead of by machine,” said Kyle Svete, Creminelli Fine Meats’ Director of Sales for National Accounts. “We invest in people, not machines. It’s part of who we are – people, animal, craft…. We have machines to help us do our job, but it’s really about the people. The recyclable tray and the elegant look of it elevates the product and the category.”
“We’re proud of it. We put the ingredients right on the front of the label,” he added. “That’s all there is to it – time, love, pork and sea salt.”
Chocolate-covered Cocomels – 5 Salts from JJ’s Sweets, Gourmet Honey Spread: Salted Honey from Cloister Honey LLC, Wild Boar Salted Star Anise Single Origin Organic Dark Chocolate Bar from Hagensborg Chocolate Ltd., Original Tangerine Sriracha from Just Jan’s Inc., Mr. Hot Stuff Pepper Spread from Steppin’ Out LLC, Clementine Crush Extra Virgin Olive Oil from Enzo Olive Oil Company/P-R Farms, Inc. and Deschutes Brewery® Black Butte Porter Truffle from Moonstruck Chocolate, Co. were also among the finalists for the Best New Product Award.
Other finalists were Pineapple Habanero Caramel from JulieAnn Caramels, Frozen Passion Chia Lassi from Monsieur Singh LLC, Chicken Fat (Schmaltz) Premium Cooking Oil from Fatworks LLC, Avocado Oil Mayo and Licorice Mint Tea from Chosen Foods, Inc., Chili Crunch Bar from Vivra Chocolate, Vegan Stone Ground Hazelnut Butter from Karmalize LLC, Raspberry Amaretto Preserves from Robert Rothschild Farm, Orange Artisan Fruit Cracker from Simple & Crisp, Gluten-Free Coffee Brownie from Savvy Girl Baking Company and Dark Moon from Marin French Cheese Company.
In the remaining categories, Brussizzle Sprouts from Pacific Pickle Works, Inc. was named the best appetizer. The Spice Hunter, Inc.’s Coriander Lime Global Fusion Rub was named best baking ingredient, baking mix or flavor enhancer, Ginger Hemp Granola from Michele’s Granola LLC was the best in the category for breads, muffins, granola or cereal, and Vermont Creamery’s Bijou was judged the best cheese. Vermont Creamery’s Bonne Bouche was a finalist for the award both this year and last year.
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Barnier Pimento Sauce with Preserved Lemon from FoodMatch Inc. was named best cooking, dipping or finishing sauce. Cranberry Pistachio “The Original” from Jan’s Farmhouse Crisps was named the best cracker. Epicurean Butter’s Organic Cocoa Coconut Butter was named in the category for best dairy or dairy alternative product. “The reason this is something really new and innovative is that this is organic pasteurized cream, organic coconut oil, organic honey, organic canola oil, organic cocoa powder and Himalayan pink salt. It’s good on crepes, pancakes French toast. We actually just love it on a baguette,” said Janey Hubschman, who co-founded Epicurean Butter with her husband John, who’s the chef and still does all the formulations for the company’s products. “It’s got a lovely mouth feel with the butter and the coconut oil and then the finish of the salt.” The Organic Cocoa Coconut Butter is part of a product line that includes 13 finishing butters, of which two are organic. The company has just installed new equipment in its plant that allows Epicurean Butter to produce single-serve squeeze packs. Each of those has 190 calories for a 1-ounce serving, and Hubschman expects that the single-serve packaging will draw a lot of interest from the producers of home-delivered meal kits.
Bourbon Matured Maple Syrup from BLiS LLC was named the best dessert sauce, topping or syrup. Dick Taylor Craft Chocolate’s Single Origin Drinking Chocolate 72% Belize, Toledo received the sofi Award for the best hot beverage. Dick Taylor Craft Chocolate was a finalist in the chocolate category last year with its 72% Madagascar, Sambirano bar. The Gelato Fiasco’s Ripe Mango Sorbetto was named the best ice cream, gelato or frozen treat.
Cioccomiel, a spread made from hazelnuts, cocoa and honey, won the sofi Award for the best jam, preserve, honey or nut butter. It is imported by Marcelli Formaggi LLC.
Fermín Chorizo Ibérico Picante / Fermín Ibérico Pork Dry-Cured Chorizo Sausage Spicy from Fermin USA was named the best meat, pate or seafood.
Stöger Organic Austrian Pumpkin Seed Oil was named the best oil. It is imported by Los Chileros, which won a finalist award last year for the same product.
Gustiamo, Inc.’s Pianogrillo Sicilian Cherry Tomato Sauce took home the sofi Award for the best pasta sauce, while the best pasta was Pastifico Artigianale Leonardo Carassai, made in Campofilone, Italy, and imported by Bravo International Inc.
Wozz! Kitchen Creations, which won the 2015 sofi Award for best salsa or dip with its Kiwi Lime Salsa Verde takes home the gold in the salad dressing category this year with North African Chermoula Dressing. This year’s award in the salsa or dip category went to American Spoon Foods’ Pumpkin Seed Salsa.
Hickory Smoked Spicy Candied Bacon from Little Red Dot Kitchen LLC won the sofi Award this year in the category for savory snacks. The best sweet snack came from Creative Snacks Co. with its Organic Coconut Bites.
Dinner Tonight Black Bean Tortilla Chili Mix from Backyard Safari Company won the award for best soup, stew, bean or chili. ParmCrisps Mini Aged Parmesan Crisps from Kitchen Table Bakers won the award for the best vegan or gluten-free product. Kitchen Table Bakers was a finalist last year for its Jalapeno Parmesan Crisps. Finally, this year’s best vinegar was Balsamic Nectar from Boulder Flavours.
