“ 33% of Gen Z shoppers want their produce department to carry more organic and greenhouse-grown produce according to FMI. As more consumers become educated on the environmental benefits of sustainable greenhouse growing, we expect more demand for organic greenhouse-grown produce specifically.
Tomatoes | #8 in Sales
The Northeast had the largest year-over-year increases in organic tomato sales (6%) and volume (4.1%), while the West had the most sales overall ($112 million). Regional Performance
NE
W MW
S
$111,991,816 $541,015 0.5% 27,560,779 802,702 3.0%
$45,984,252 $1,432,326 3.2% 11,420,702 210,063 1.9%
$92,096,021 $1,102,283 1.2% 23,251,420 329,495 1.4%
$75,614,270 $4,260,290 6.0% 17,820,324 702,272 4.1%
Sales Sales Change (YOY) Sales % Change (YOY) Volume Volume Change (YOY) Volume % Change (YOY)
Tiffany Sabelli Director of Sales, Pure Flavor
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Tomatoes
Even as technology improves in greenhouse growing and production, more and more consumers are looking for healthier, environmentally sustainable alternatives. While this is a massive opportunity, it can also become a challenge. The demand for organic produce is becoming greater, and with quality and flavor at the forefront, we must ensure that our focus on delivering the best remains strong, even as demand increases. Jaclyn Ducharme Communications Specialist, Mastronardi Produce
Sales 2021 vs. 2020
$ MILLIONS
The organic tomato category had its strongest year-over- year sales performance during the first two months of 2021.
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50
40
O rganic tomatoes topped $326 million in total retail dollars in 2021 and saw year-over-year increases in both sales (2.3%) and volume (2.6%). These gains were very modest compared to the double-digit increases the category enjoyed in 2020, perhaps suggesting that fewer people were making salads and sandwiches at home in 2021 as restaurants came back online. With a hefty price premium of 85% over conventional, organic tomatoes proved themselves to be an item that consumers were willing to pay up for last year.
30
20
2021 2020
10
0
28
29
OPN State of Organic Produce 2021
OPN State of Organic Produce 2021
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