A Closer Look at the Numbers Driving Organics: An OGS Education Session Recap
- by Kayla Webb
MONTEREY, CA - You might have heard rumors that organics is one of the fastest growing industries around, but I’m here to tell you, it isn’t a rumor anymore; it’s cold hard facts. If you had the chance to attend the second annual Organic Grower Summit, then you know what I’m talking about. Featuring two days of information and education in all shapes and sizes, including exclusive tours, a crowded show floor, and mornings full of educational sessions, OGS 2018 was more than a learning opportunity—it was a chance to get a peek behind the curtain at where the industry is headed.
One education session in particular gave attendees the tools and data they needed to continue fueling the organic industry’s growth. Moderated by AndNowUKnow’s own Robert Lambert, “Organic Data Dive – A Look at the Numbers Driving Decisions on the Farm” took a closer look at the fine print, hinting at categories, innovations, and marketing strategies that could be the key to keeping organics at the top.
The education session featured Nielsen’s Vice President Brian Lechner and the Organic Trade Association’s CEO/Executive Director Laura Batcha—two experts from different sides of the industry willing to lend their knowledge and data to the greater good of ensuring both seasoned and new growers, buyers, and shippers know that organics is where “it’s” at—and where “it’s” going to be for years to come.
Organics are mainstream now, but what does that exactly mean? Lechner guided attendees to take a closer look at consumers’ awareness of organics and the categories that they are flocking to, and in turn, the buying habits that have driven organics’ growth thus far. He even divulged the primary consumers that are drawn to organics, encouraging many in the audience to rethink ways of reaching a wider audience.
Rather than numbers, Batcha uses chaos analytics and military intelligence via trend forecaster Suzy Badaracco to examine what appeals to the consumers purchasing organics. She noted key words like “nutritious” and “delicious” as well as other savvy marketing strategies that could be bolstering organics’ growth, overall lending a hand to growers and shippers in ensuring organic produce continues to end up in consumers’ carts—and hearts.
There is no denying that organics are an increasing part of the future, further solidified in everyone’s minds after another successful OGS. And with the numbers on its side, I am one of many who can’t wait to see what innovations and strategies the organic industry continues to create and implement to keep driving organics forward.