ARTICLES
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Wednesday May 18th 2002
Sales of Organic Foods
Soaring
Search for healthier
alternatives steers consumers to organic products
(ARA) - Have you ever eaten
organic food? If not, you will soon be in the minority: Close to
four in 10 consumers buy some type of organic food when they food
shop, according to a 2001 consumer survey by Rodale Press. Sales of
organic products are climbing so fast that they are expected to
reach $20 billion in the next three years.
But just who are these four in 10
consumers? Are they the hardcore, zealous health-food-eating types
and strict vegetarians? While these groups do help make up part of
this organic-purchasing group, the bulk of the growth in this
category is coming from mainstream Americans simply looking for
better, healthier food choices for themselves and their families.
Lisa Lorimer, CEO of Vermont Bread
Company, has been baking and selling organic bread products for more
than 20 years. Her Brattleboro bakery in scenic Southern Vermont
produces more than 15 million pounds of all natural and certified
organic breads and English muffins a year. The company supplies many
of the top supermarket chains on the East coast, and continues to
expand distribution across the United States; its products are also
available nationally via mail order. Lorimer has personally helped
fuel the boom in organic food sales and is positive that organic
products are becoming a way of life for everyday consumers.
"There are more and more organic
products being created and sold every day, and much of that growth
is from mainstream supermarkets," said Lorimer. "Our products have
been on regular supermarket shelves for 20 years now, and with
larger and more sophisticated marketers coming onto the organic
scene, even mass merchandisers are stocking organic products. The
thing more and more consumers are realizing is that organic products
like Vermont Bread generally taste great compared to their
non-organic competitors. It's all about purity of ingredients."
According to Lorimer, the fact
that large, deep-pocketed marketers are entering the organic
category is great news for Vermont Bread Company and other branded
organic and natural food manufacturers. "All of this growth has
resulted in acceptance by mainstream consumers who already outnumber
our traditional, core organic product users," she said. "For our
retail partners the bottom line is this: Organic foods are becoming
more and more popular, so they should take a good long look at the
organic selections they are offering to their everyday customers."
But just why is organic so hot,
and why are so many consumers turning away from traditional packaged
goods foods and turning to a seemingly healthier option -- healthier
not only to them, but to the environment? One place to look is at
part of an official definition of "organic" that the National
Organic Standards Board adopted in 1995: "Organic agriculture is an
ecological production management system that promotes and enhances
biodiversity, biological cycles and soil biological activity. It is
based on minimal use of off-farm inputs and on management practices
that restore, maintain and enhance ecological harmony."
Lorimer feels that this
"ecological" definition demonstrates the means to an end, that is,
that these sound farming practices ultimately lead to better,
healthier organic products, and that both of these factors are
weighed in consumers' minds when making food selections.
"If all consumers knew that 60
percent of herbicides, 90 percent of fungicides and 30 percent of
insecticides are considered carcinogenic by the EPA, most would
probably think twice when they made their next food purchase
decisions. Or at least they'd run their lettuce and bread through
the washing machine before they served it," joked Lorimer. "I've
seen newspaper articles denying the health and environmental
benefits of organic farming and organic product consumption, but the
fact is there are thousands and thousands of pesticides registered
for use in this country -- a third of the world market."
There are many other apparent
benefits to organics, but the bottom line is the fact that they also
make consumers feel better about themselves and their families. It
gives them peace of mind and makes them feel like they're living
simpler, more peaceful lives.
"I got involved in the all-natural
and organic baking business because it seemed like the right way to
produce food products," said Lorimer. "I'm just so glad that Vermont
Bread was able to stick it out and is now starting to enjoy the
growing popularity of organic products and is now able to help
consumers learn more about organics. Like our company tagline says
-- 'Eating Well Never Tasted So Good.'"
The Vermont Bread Company family
of brands includes Vermont Bread, Baldwin Hill and Windham Hearth.
The company has a full line of certified organic and all-natural
breads available in more than 25 varieties. It is one of the largest
regional bakers of certified organic and all-natural breads. For
more information call toll-free 1-800-721-4057
Courtesy of ARA
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