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Organic fresh produce highlights a retailing success
Written by Betsy
Thursday, 15 July 2010 12:08

While product labelling was relatively minimal in major grocery retail and healthfood chains visited by Kairos Consumers, USDA certification seems to inspire consumer confidence and offer a clear indicator of which products are organic. The key to the success: overall consumer awareness of the merits of organic fruit and vegetables...and the danger of pesticides.

As a product category, retailers and consumers alike acknowledge clear distinctions between organic and conventional produce, although in-store positioning varies greatly from leading grocery chains operated by SuperValu to natural and organic retailing chains like Whole Foods. Key insights included: 

  • Plastic packaging can detract from organic integrity

  • Retailer knows best...or knows nothing at all

  • Consumers are willing to pay more for safer, cleaner, better

What else do consumers think about organic produce? And do perceptions differ drastically for other segments, like dairy?

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Last Updated on Monday, 25 April 2011 12:57