Sainsbury’s is hoping to boost its organic category by widening the selection, said organics buyer, Rhian Jones.
“We’re trying to get more in-line with what’s happening on conventional products. I want to mirror the conventional offer within the organic category,” she said. “We shouldn’t be reducing consumer choice just because they choose to buy organic products. There’s a massive amount of opportunity.”
The retailer is working on packaging as well, bringing in more fully compostable packaging and labels, and reducing the amount of plastic used.
Offers are also being used to drive sales forward, she added, including a 33-per-cent-extra free on bananas.
“We’re also about to launch our first ever offer on organic mushrooms, 25 per cent extra free. We didn’t have the availability in the past, but volumes are now beginning to grow.”
The move aims to piggyback booming organic food sales. The Soil Association (SA) estimates a rise of around £2 million a week. Last year saw sales grow by 10 per cent and the market is now worth £1.12 billion according to the association’s figures.
However, supermarket sales fell by one per cent for the second year running.
The growth is being driven by sales direct from farmers, according to the SA. Sales from farmers’ markets, farm shops and doorstep delivery schemes rose by 16 per cent and are now worth £108m.
“The leading supermarkets must take note of the public’s wishes and increase the amount of locally sourced organic food in store, which should come from small and medium-sized farms,” said SA director Patrick Holden.
However, the Soil Association praised Marks & Spencer, Sainsbury’s and Waitrose for stocking organic food from UK producers and reducing imports.
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