Consumers’ affinity for local and organic produce continues to grow, although their priorities shift back and forth between the two.

The Packer’s Fresh Trends 2018 found that nearly two-thirds of shoppers (64%) said they feel strongly about keeping their food dollars local, and 43% said they make a point to buy locally grown produce.

locally grown

Let’s talk about some of the reasons people buy local, and organic, according to the survey, and some of the fastest-growing organic categories, according the latest FreshFacts on Retail report from the United Fresh Produce Association.


Organic is hot

Organic produce sales surpassed $1.3 billion, or 9.1% of total produce sales, in the first quarter of 2018, according to FreshFacts on Retail.

Across the board, growth in volume and sales per store is up over the first quarter of 2017.

Price, however, remains flat. The percentage change for organic vegetables went up 0.4% while fruit did not change. FreshFacts pointed out several categories ripe for growth.

Berries enjoyed the highest jump in sales and volume, up 23% and 27%, respectively. Other categories posting double-digit volume growth:

  • Berries 27%
  • Herbs, spices and seasonings 13%
  • Beverages 11%
  • Apple 10%
  • Citrus 10%

Nearly every category showed an increase in likelihood of organic purchase, according to Fresh Trends, and 40% of shoppers said they were willing to pay 10% to 24% more for organic produce.

organic only


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