The Evolution of the Organic Shopper, Part 2

The Evolution of the Organic Shopper, Part 2

Last week’s blog post answered the question, “Who is buying organic produce?” This week, we’ll take a look at merchandising strategies that can help you sell more organic produce to your shoppers. These insights, like last week’s, are based on findings from a survey Robinson Fresh conducted with U.S. consumers.

Merchandising tactics impact organic produce purchases

Oftentimes, fresh food is an emotional purchase. Shoppers might impulsively pick up a bunch of grapes because they look especially fresh on a given day, or something about the packaging or display might strike them in just the right way. What else influences the way they make purchase decisions, and how can you use these insights to drive more sales of organic produce?


What can you do to sell more organic produce?

The way you merchandise produce can play a big role in driving impulse purchases. And, because organics are an impulse purchase more than 30% of the time, there are plenty of opportunities to encourage those unplanned purchases every time a shopper visits your store.

Create an organics destination in your store to help set apart organic produce, snacks, and other items from their conventional counterparts. Cross-promoting organic produce with other organic snacks, meat, or milk helps drive impulse purchases and adds convenience to the shopping experience.

You can also add visual appeal to your organic produce displays. For example, chalkboards with handwritten prices, information about where the produce was grown, preparation tips, or recipe inspiration can be impactful in grabbing your shoppers’ attention. Incorporate natural textures like wicker or woven baskets, and wooden crates to evoke a sense of garden-fresh produce or a farmers’ market experience.

Final thoughts

When you sculpt a shopping experience that aligns with your customers’ preferences and highlights what is important to them, you can influence and drive more impulse purchases of the organics in your produce department—and beyond.

Get all of the survey findings in our two-part Consumer and Category Insights series, The Evolution of the Organic Shopper: What Retailers Need to Know about Today’s Consumers and What Retailers Can Do to Nurture Sales of Organics.

Want to talk about your organics program? Connect with one of our fresh experts.

Gina Garven

Gina Garven - V.P. of Commercial Development & Analytics, Robinson Fresh

Gina Garven’s expertise in the produce industry includes category and consumer insights, financial planning and analysis, delivery of global BI and technology solutions and retail and foodservice business development, with a strong background and passion for developing supply chain solutions that support our customer’s end consumer. In her role of V.P. of commercial development & analytics for Robinson Fresh, she is responsible for strengthening Robinson Fresh’s industry leadership through the creation of best in class category insights and BI solutions that support our customers and the development of our global commercial strategy. Before joining Robinson Fresh in 2009, she held positions in retail that spanned roles in demand planning, supply chain consulting and procurement. She is a graduate of Gustavus Adolphus College, where she obtained her Bachelor of Science degree in 2003 in Business Management and Communications.

Who Is Buying Organic Produce? What to Know about Today’s Consumers


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