Offering organic food was hip for grocery stores years ago, but nowadays it is a commonplace reaction to the requests of customers who want healthy, green choices.
“When we bring in a new product, we are responding to the needs and desires of our shoppers,” said Rob Baran, general manager of the East End Food Cooperative in Point Breeze.

“Customers were asking for organic curry leaves, so we added them in February. We’re also hoping to add more organic dairy products this year.”

Information provided by the Organic Trade Association in Greenfield, Mass., shows grocery stores are responding to the demands of their health-conscious customers by offering a wide selection of organic foods, such as fruits, vegetables, meats, eggs, snacks, cereals, dairy items, beverages and more.

Statistics compiled by the OTA reveal that consumer sales of organic foods and beverages in 2008 topped $23 billion, accounting for more than 2.8 percent of the total U.S. food sales.

“I don’t think grocery stores are under any pressure today to offer organic products, but I believe it presents an opportunity for growth,” Baran said.

“Organic is a great way to grow because it’s been one of the fastest-growing segments in the industry for a long time.”

Baran said the sale of organic foods at the co-op dipped by about 10 percent during the period from November to January as a result of the economic slump. However, the market has been improving and sales growth of 15 percent to 20 percent per year is typically the norm.

According to Baran, sales of organic foods will continue to climb as more people become educated about the benefits of making healthier meal choices.

A survey conducted by the co-op in 2007 found that 58 percent of the shoppers visit the store specifically to buy organic food, and the average age range of the largest segment of shoppers is between 36 and 50.

Baran said the most common demographics he has noticed among individuals who buy organic foods are that many of them have a college education and a higher-than-average income level. The price of organic foods is often a talking point during discussions about these products on news programs and in magazines.

For instance, Baran noted that organic bananas can cost between 99 cents and $1.29 per pound, while a gallon of organic milk can be around $6.99.

Dan Donovan, manager of corporate communications for Giant Eagle, said customers’ interest in organics continues to grow despite economic conditions and higher prices.

Rather than seeking out retailers that feature only a specialized selection of niche foods, savvy, health-conscious consumers are increasingly looking for natural and organic options when making regular food purchases at local supermarkets, Donovan said.

“Giant Eagle has seen steady growth in the category,” he said.

“Over the past 12 months, more than 1 million customers have purchased organic produce items. Likewise, nearly half of all Giant Eagle customers have purchased a natural or organic item in the last year.”

Donovan said it is important for grocery stores to call attention to the fact that they provide a selection of products. Giant Eagle features as many as 34 types of organic fruits and 71 varieties of organic vegetables and bagged salads.

A spokesman at the local Trader Joe’s in East Liberty referred inquiries to the store’s West Coast office.

Alison Mochizuki, director of national publicity, said the amount of organic offerings at Trader Joe’s locations frequently fluctuates, but is currently at about 20 percent.

“We urged many of our suppliers to get certified as organic,” she said. “Listening to our customers, we could feel the wave building.”

Where we stand
“As in the other markets in which we operate, many Pittsburgh consumers are increasingly becoming more health-conscious with an interest in natural and organic options.”

Dan Donovan, manager of corporate communications for Giant Eagle

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