The days of Organic food & other natural products being some small sector reserved for SME is over. The number of take overs, mergers and alliances that have taken place over recent years by large multinationals has taken organic companies to the forefront. The situation finds consumers demanding openness from companies – more information, responsibility and accountability. The giant trends so far influencing consumer sales and brand market share have been; “raw foods” “organic foods” “gluten free foods” “paleo diet” “eat healthy” and now. on the rise and rise “non gmo” and “farm to plate”. Often, isssues are centered behind a hashtag.
Organic companies are big business here is a partial list of multinational owned organic brands (as reported online);
CON-AGRA
Alexia
Orville Redenbacher’s Organic
Hunt’s Organic and Natural Brands
Lightlife
COCA-COLA
Honest Tea
Odwalla
DEAN FOODS
Horizon Organic
Silk
White Wave
GENERAL MILL
Cascadian Farm
Muir Glen
Larabar
KELLOGG’S
Bear Naked
Gardenburger
Kashi
Morningstar Farms
UNILEVER
Ben & Jerry’s
KRAFT
Boca Burgers
HERSHEY’S
Dagoba
PEPSICO
Naked Juice
Tostito’s Organic
Tropicana Organic
SAFEWAY
O Organics
SMUCKER’S
R.W. Knudsen
Overall the consumer movement at hand “Clicktivism” is showing correlation with “commercialism.” A huge segment of global consumers are harnessing the feeling that they have the power to help get things done with minimal effort. Many digital activists are greatly influenced by the clean food, Non-GMO movement. It is apparent that the California Ballot Initiative to label genetically engineered food (GMOs) that nearly won (49% -51%) continues to be an influence on commerce. A study released online by the Soil Association has found a staggering 92% of people said they’d buy more organic if more were available.
It’s likely that both big businesses, new start ups and all sorts of organic companies will continue to feed organic products to supermarket shelves. One person that the Soil Association interviewed said:
“Compared with five years ago when 90% of my purchases were organic, I would estimate that only about 80% is now organic due to certain items not being available.”
RurApp Value Chain Consultants are available to assist factories and organic companies and brands looking to dive more specifically into testing new organic ranges. Consultants can outline a basic roadmap for best practice-right methodology for the right ingredients from new remote agricultural sources.
