SALINAS, CA - The inaugural Organic Produce Summit went off without a hitch this week, with over 800 attendees and more than 75 exhibitors, along with over 100 buying groups which represents more than 50,000 stores that are purchasing organics. And deliver, the sold-out show did.
Across the board, attendees commented on the incredible buyer to supplier ratio, and the quality and vision the event brought to the organic sector. From retail powerhouses like Kroger, Whole Foods, Safeway, Raley’s, Gelsons, and Luckys Markets, to Lidl, Martin’s, Four Seasons, and Mom’s Organic Markets, the aisles were packed to the brim with budding new relationships, innovative products, and incredible insights into the possibilities within organics.
The event kicked off with a reception at the Monterey Hyatt Regency Hotel and Spa sponsored by Wholesum Harvest, which boasted an energetic turnout of industry pioneers, seasoned vets, and up-and-comers. On Thursday morning, attendees were amazed by a series of panels that touched on all things produce including best practices for organic produce handling and merchandising with moderator Gwendolyn Ward of the Organic Trade Association (OTA), and panelists Mark Carroll, Senior Director of Produce and Floral, Gelson’s Markets; Jonathan Steffy, Director of Sales & Retail Services, Four Seasons Produce, Inc.; and Neil Cullen, Director Quality Control Management, Sprouts Markets.
I sat in a packed session later that morning, with standing room only, to listen to Moderator Nate Lewis, Senior Crop and Livestock Specialist, OTA, inspire a Q&A with produce veterans Soren Bjorn, Executive Vice President for Driscoll’s; Jerrett Stoffel, Vice President Operations at Taylor Farms; and Greg Holzman, Founder of Purity Organics. The panel discussed the challenges with developing steady supply channels to meet the projected double digit growth of organic fresh produce expected in the next decade, and how the amount of land available for organic production is ever-dwindling and the cost of conversion is a challenge in itself. With labor and water issues only compounding the matter—all three addressed how improving genetics, technology, and adapting to new geographies could help to mitigate some of the impact.
Other insightful breakout sessions included Organic Produce Trends — Current Drivers and What to Watch, with Moderator Angela Jagiello, Associate Director of Conference and Product Development for OTA, and panelists Suzy Badaracco, Founder of Culinary Tides, and Andrew Mandzy, Director of Strategic Insights of Nielsen. Also educating attendees, was the session on E-Grocery and the Role of Organic Produce, with Moderator Kevin Coupe, Author of “Retail Rules! 52 Ways To Achieve Retail Success,” and panelists Tony Stallone, Vice President Merchandising of Peapod, Mike Burrington, Director Fulfillment Services of IdeoClick, Thaddeus Barsotti, Chief Farmer & Co-CEO of Farm Fresh to You and Capay Organic.
The afternoon brought us Master of Ceremonies, Tonya Antle, Principal of Tanimura & Antle, who spoke to the crowd gathered for the day’s keynotes about the success of the event.
Along with Tonya’s many insights event speakers were Juicero CEO and Founder, Doug Evans; Laura Batcha, President of the Organic Trade Association; Chad Hagen, Vice President of Consumer Products, SunOpta; and Mark Bittman, noted author and former New York Times columnist, who also brought their incredible stories and experiences to the table, which only enriched the day.
The show floor opened after a delicious lunch from Earthbound Organics, and hosted a shoulder-to-shoulder afternoon of innovation and conversation. For this premier event, Gourmet Garden Herbs won the Organic Innovation Showcase Award.
Reflecting back, OTA’s Laura Batcha addressed the state of the organic industry, and there were a few stats and fun facts that I just have to share:
- Organic Trade Association reported organic produce sales of $13 billion: $5.7 billion from mass market, $4.7 billion from specialty and natural retailers, and $2.6 billion from direct sales
- Since 2011, produce total dollar sales increased by 25%
- Over half of households purchase organic produce
- Organic department $ growth vs. YAGO is 16.4%
- Organic produce categories with highest share of dollar growth during the latest 52 weeks ($ sales over $1 million in 2015) included organic value-added vegetables for meal prep, snacking, and trays, as well as organic traditional and growing produce with golden delicious pears, Anjou pears, blackberries, white mushrooms, and oranges were highlighted
- For organic dried fruits and snack mixes dried dates, dried figs, and dried bananas took top spots
- Among parents: 5 in 10 organic buyers are millennials
- Sales of organic produce don’t damage sales of convenient produce. If anything, the more organic produce retailers feature, the more produce they will sell overall
This is only a fraction of the info that deepened the conversations and elevated the experience. From the incredible feedback, as well as supplier and buyer turnout, I can only imagine another sold out show next year, so mark your calendar now, before it’s too late!
