Superfresh Growers® Details Organic Category Growth and New Branding Launch
- by Anne Allen
YAKIMA, WA - Recent data from Superfresh Growers® purports that organic pear and apple sales in February saw positive growth for both categories. With both sales and volumes up, the company believes that organic share has greatly increased in the last year. This rise in popularity comes at an auspicious time, as Superfresh Growers plans to launch its new Superfresh Organics® branding and purple packaging at the upcoming Southeast Produce Council’s (SEPC) Southern Exposure.
“We look forward to showing off our new Superfresh Organics packaging at SEPC this spring,” remarked Catherine Gipe-Stewart, Communication Manager. “We are the number one grower of organic pears in the United States, and a leading grower of organic apples. Our produce is grown by implementing integrated pest management (IPM), and cultivating the land to be a biodiverse system that works in synchronization with nature. We are proud to be making a positive environmental impact while growing high quality apples and pears.”
The new Superfresh Organics packaging features bright pops of color to create eye-catching grocery displays, and the purple signifies to consumers that these products are organic.
“Supply is catching up with demand, which has excelled during the pandemic year. Consumers are looking for immune boosters, and for more ‘better than’ options like organics to optimize health. Organic pears are loaded with vitamin C, the ‘Antioxidant Vitamin’ that promotes healing and protection against infectious diseases,” explained Gipe-Stewart.
According to a press release, organic pears are experiencing incredible growth. The category showed a rise of 42 percent in dollars and was up 44 percent in volume. The data showed that average retail was steady at $2.11/lb. Superfresh Growers also noted that organic pear category share has nearly doubled in the last year, with sales rising from 7.1 percent in February 2020 to 12.5 percent in 2021. Volume rose from 5.1 percent to 9.5 percent share of the category.
Organic apples have also seen category share increase. Organic apple dollar share rose from 12.6 percent to 16.5 percent February 2020 to 2021, and organic volume share rose from 9.8 percent to 12 percent in the same time frame.
Overall, Superfresh Growers explained that the apple and pear categories have strengthened after a pandemic year. Organic momentum has grown and it shows no signs of slowing—which is music to our ears.
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