Whole Foods Celebrates 20 Years as Certified Organic Grocer
This year marks 20 years since Whole Foods Market attained organic retail certification. To date, the company offers more than 37,000 organic products across its stores and remains the only national retailer to hold this certification as organic grocer.
“Whole Foods Market is proud to celebrate 20 years as the only certified organic national grocer in the industry and continue our work to help grow and support the organic community,” said Jason Buechel, chief executive officer at Whole Foods Market. “Our Team Members work hard to ensure the organic integrity of our products all the way from the farm to customer selection from our shelves.”
Whole Foods Market has championed organic since before there was a National Organic Program and requires certification for organic label claims on all products it sells. The company’s belief in the importance of organic agriculture also goes above and beyond the sale of organic products, including playing an active role in helping to develop the USDA National Organic Program.
“We have a deep understanding of the environmental benefits sustainable farming methods like organic can bring and continue to work with our community to increase access to the organic market,” said Karen Christensen, senior vice president, merchandising for perishables & quality standards.
Whole Foods Market has a long legacy of supporting organic agriculture. As part of its broader strategy to invest in climate-smart agriculture, the company is working together with farmers, ranchers, scientists, and industry experts to increase access to the organic market. For decades, the company has supported organic advocacy groups like the Organic Trade Association and the Organic Farming and Research Foundation, as well as maintained leadership on USDA advisory committees, like the National Organic Standards Board.
“OFRF is deeply grateful to for the long-term partnership and financial support of Whole Foods; their support of our charitable organization over the last 30 years has directly enabled support of organic farmers across the North America through our on-farm research grants, grower education, and farmer advocacy,” said Brise Tencer, Executive Director, Organic Farming Research Foundation.
Whole Foods Market’s customers have helped support the growth of the organic marketplace, recognizing the positive impact organic farming can have on their health and the environment. As a result, the company continues to make comprehensive investments in organic agriculture to better support the producers seeking and maintaining organic certification.
Whole Foods Market continues to advocate for legislation supporting the adoption of organic and other climate-smart agricultural practices, while reducing infrastructural challenges and barriers to the market. The company joined OFRF and a broad group of signatories to endorse both the Strengthening Organic Agriculture Research Act in the House and the Organic Science and Research Investment Act in the Senate. Both pieces of legislation make meaningful investments into organic and sustainable agriculture through research, education, and extension initiatives. The legislation also calls for an evaluation of the economic impact organic agriculture has on rural and urban communities to help better understand the impact to producers, the environment, and on public health.
To learn more about Whole Foods Market’s organic commitment, visit our website at https://www.wholefoodsmarket.com/quality-standards/organic.
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New Crops of Organic Potatoes Hitting Retailers
Courtesy of Organic Produce Network
Several states are digging and shipping new crops of organic potatoes, and there is potential for promotions, especially with organic russets, according to a report from the Organic Produce Network.
“We have just started to harvest field-run organic russet potatoes, and we will continue to run out of the field until the first or second week of October,” said Lonnie Gillespie, chief organic officer for Farm Fresh Direct of America in Monte Vista, Colorado. “We’re keeping our fingers crossed that by then we will be able to start shipping organic potatoes from storage. You never know what mother nature is going to do.”
Gillespie noted that while harvest is underway, potatoes can withstand normal weather patterns, but it is out-of-the-ordinary conditions that cause issues. “Extreme anything is a problem,” she said, speaking of either heat or cold. “At this time of the year, we don’t want it to be extremely cold or wet.”
But for the time being, Gillespie said the crop looks good, and Farm Fresh Direct could support some retail promotions featuring field-run organic russets. The company has a full line of organic yellows, reds, and russets available, but the yellows and reds are currently coming from the Pacific Northwest and are in lighter supply. She also noted that Farm Fresh will be offering some organic russets from Minnesota shortly.
“In the spring and early summer, we had some shortages and higher prices on all potatoes, but there is no shortage right now, and this new crop does look like it’s going to be more of an average crop,” Gillespie said.
Courtesy of Organic Produce Network
Most of the current chatter about the new crop of conventional Idaho and Eastern Oregon potatoes currently being harvested points to a larger crop and a return to more normal FOB prices, Gilliespie said, rather than the higher prices that have been part of the landscape for the past couple of years.
Nate Jones of King’s Crown Organic Farm in King Hill, Idaho, said Idaho had excellent growing weather throughout the spring, which has led to an organic potato crop that is larger than the last two years.
“We grow four different varieties,” he said, adding that their organic acreage includes russets, yellows, reds, and purples. “The Norkotah (a russet variety) produced an awesome crop of good-sized potatoes, and the yellow crop is also very good. We are getting good yields on both of those potato varieties. The reds and purples didn’t size as well, and the yields are a little bit below average.”
While the conventional acreage of potatoes across the country is up a few percentage points, Jones does not believe that there has been an uptick in organic acreage. “Organic potatoes are not a crop that you go in and out of,” he said. “There are only a handful of us that grow organics (in Idaho), and our acreage is pretty steady.”
Because of this, he said the good market for organic potatoes that has been prevalent the last two years is not going to see much of a dip. “It might come down a little bit, but organic potatoes have maintained the market pretty well into the new season.”
Eric Beck, director of marketing for Wada Farms in Pingree, Idaho, agreed that this season should offer more normal pricing, especially on conventionally grown potatoes.
“We will also have more organics, but demand for organics remains fairly strong,” he said, adding that organic potatoes don’t tend to be promoted very often. “But there could be some opportunities for promotable pricing during the year.”
While there will be more organic supplies total, Beck said there might not be enough to carry throughout the entire storage season. That good demand, he said, will create some supply challenges toward the end of the season.
Beck said the organic potato consumer is a bit different than the shoppers who mostly buy conventional potatoes and will increase their purchase when the price is lower and the value is greater. The organic buyer is typically buying the category for philosophical reasons and is not driven as much by the value proposition that potatoes typically offer.
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ROAR Organic Expanding Distribution Into Publix Super Markets
ROAR Organic, a line of organic hydration beverages offering a blend of vitamins, antioxidants and electrolytes, is starting 2023 with a number of momentous updates to kick off the year. Alongside a $6 million capital raise that represents a positive re-investment from existing shareholders, ROAR Organic is expanding its distribution footprint, entering more than 1,300 Publix Super Markets with its best selling SKUs, including Mango Clementine, Cucumber Watermelon and Georgia Peach.
On the heels of these impactful growth updates, which follow the Q3 2023 announcement of ROAR Organic’s national expansion with Kroger, the brand will also debut new innovation launches at the end of the quarter.
According to a recent 2023 trend report, analysts are predicting that energy and functional ingredients are key components consumers are looking for this year, with 45 percent of people saying immunity-boosting ingredients, like vitamins, are a key purchase driver (GlobalData, 2022). In order to support the consumer journey toward greater wellness, ROAR Organic continues to put multifunctional and clean ingredients at its core, delivering on taste, quality, and health-supporting benefits. This year, ROAR looks to continue this mission all while reaching consumers in new geographical regions who can benefit from the beverage’s powerful vitamin + antioxidant + electrolyte Complete Hydration.
Concluding 2022 with 116 percent growth in gross revenue, ROAR Organic’s latest capital round gives the hydration brand the leverage to build its internal team in order to continue driving sales and marketing. With open opportunities for new talent across these areas, ROAR looks to strengthen the brand’s position as a powerful newcomer to multifunctional beverages, generating interest from retailers like Publix who are looking for approachable, better-for-you beverages that consumers want to purchase.
“We’re ready to take the brand to new heights this year with the recent capital raise and our partnership with Publix, expanding our retail footprint throughout the country,” said Bill Lange, president at ROAR Organic. “Today, consumers are looking for the full package and seek truly healthy, functional hydration products that are fairly priced, convenient to purchase and deliver on taste. Our mission at ROAR Organic is to make hydration and functional wellness a deliciously vibrant experience, without artificial ingredients or high sugar and calories. We’re confident with these new gains and our soon-to-be launched innovations that we will be able to deliver above and beyond on this mission in 2023.”
In addition to in-store and online distribution with Publix, ROAR Organic beverages can be found in natural and traditional grocers nationwide, including Whole Foods Markets, Kroger, Sprouts, Wegmans, Safeway/Albertsons and more, plus online at www.roarorganic.com and on Amazon. To learn more about ROAR Organic, please visit www.roarorganic.com, or follow the brand on Instagram @roarorganic or Facebook @RoarOrganic.
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