Over 50 key key figures from the fresh produce sector met at G’s Fresh’s Cambridgeshire site last week to discuss how to grow the organic sector.
Speakers included representatives from the Soil Association, Ocado, England Marketing, NCB Foodservice and the NFU, with topics ranging from alternative formats for organic produce, the importance of millennial consumers and the trend for convenience.
“For the first four months of the year, organic fruit, veg and salads have been growing in line with a buoyant organic market at approximately, five per cent while the non-organic sector continues to deflate,” said Finn Cottle, trade consultant at the Soil Association.
“It seems there is a renewed interest in organic produce among shoppers and retailers – and processors are ready to seize this opportunity through innovation while highlighting the benefits of organic specifically during the Soil Association's Organic September.'
Cottle said the organic promotional week, between 12 and 18 September, will provide a good point of focus with in-store and online activities used to boost the profile of the sector.
Ocado said it has seen increasing consumer interest in organic fresh produce among millennials, as well as increasing popularlity for convenience foods.
Liz Bowles, head of farming at the Soil Association, said: “There is clearly a demand for more organic produce yet more and more people are eating meals outside of the home, whether lunch or in the evening.
“Convenience is a clear trend here and the industry needs to respond; innovation is needed not just in restaurants but also in the supermarket aisles where many of us are purchasing our lunch and sometimes even our evening meals too.”
The importance of alternative channels for organic fruit and veg was highlighted by NCB Foodservice, which also reported an uplift in sales of organic produce to Catering Mark-certified caterers.
