Applied Economics/2024-10pr
Target Consumers for Organically Grown Fruit in Utah Kynda Curtis, Professor and USU Extension Specialist, Department of Applied Economics Makaylie Langford, USU Extension Intern, Department of Applied Economics Tammy King, Program Assistant, Department of Applied Economics
Introduction
In the past decade, U.S. sales of organic food increased by an average of 8 % per year. In 2021, organic retail sales reached $52 billion, comprising 6% of all retail food sales. Agricultural producers in the U.S. sold nearly $11 billion in organic products in 2021. Organic produce is the largest organic category, accounting for 40% of all organic food sales, and reaching $19.2 billion in total retail sales in 2021 (Economic Research Service [ERS], 2024; see Figure 1). For a product to be certified organic or carry an organic label, it must be produced without the use of genetically modified organisms (GMOs), ionizing radiation, sewage sludge, and most synthetic fertilizers and pesticides. Organic products must be certified by a U.S. Department of Agriculture (USDA)-accredited certifying agent (McEvoy, 2012). In Utah, organic certification is conducted by the Utah Department of Agriculture and Food (UDAF), and fees are based on crop or livestock type and producer annual sales amounts (UDAF, 2023).
Keys to Reaching Target Consumers 1. Educate consumers. Provide information on labeling programs, nutritional facts, and ingredient lists, appealing to their tendency to review such details and educate themselves. 2. Emphasize health and safety. Emphasize the health, safety, and freshness characteristics of your organic products. 3. Label products visibly. Ensure clear and prominent organic labeling on packaging, product descriptions, and signage. 4. Engage with parents. Parents with means are more inclined to choose organic foods. Tailor marketing messages to highlight the benefits of organic products for family health. 5. Offer farm-based activities. Consider offering farmbased activities to engage and interact with consumers. Establishing relationships and offering on-farm product sales will alleviate their food safety and origin concerns. 6. Recognize consumer diversity. Recognize the growing interest among Hispanic or Latino consumers in organic foods. Consider selling organic foods at Latino grocery stores and markets to access this consumer segment.
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