Supermarket Perimeter - March 2023 - 49

THE DEMAND AND DESIRE FOR ORGANIC MEAT IN THE UNITED STATES is increasing due to
growing awareness and concern among consumers about the health and environmental benefits
of what we all eat.
Additionally, many consumers are also interested in knowing where their food comes from
and the ethical treatment of animals, leading them to choose organic meat as a more sustainable
and humane option.
" The COVID-19 pandemic has caused many people to reconsider their priorities and habits,
including their diets, " said Elizabeth Figueredo, quality and regulatory lead at Quality Assurance
International, an NSF organic company and leading provider of organic certification. " This has
led people to gravitate towards organic food for a number of reasons. "
Among them is organic is perceived as healthier and safer than conventionally produced
food; with supply chain disruptions and concerns about food safety, many people are seeking
out locally sourced organic food; and the pandemic has brought into focus the need for more
sustainable and resilient food systems, leading some consumers to choose organic food as a way
to support environmentally friendly agriculture and reduce their carbon footprint.
" USDA organic meat is produced without the use of hormones, antibiotics, and genetically
modified feed, making it a healthier choice for both people and the planet, " Figueredo said.
Mark Saylor, director of category management, research and analytics for Farmer FocusShenandoah
Valley Organic, noted organic meat shoppers are looking for inflation-friendly,
restaurant-quality options which are easy to make at home.
" There is an increased consumer investment in organic brands, " he said. " If you look at 2022
vs. 2021, organic is the only segment where branded share grew. I interpret this to mean that if
consumers are going to pay a premium, they want to support a brand they believe in and that is
making and proving claims that support their own beliefs. "
Kay Cornelius, general manager of Panorama Organic Grass-Fed Meats, said the company's
farms and ranches adhere to strict organic, non-GMO, and regenerative protocols for a healthier
planet, which is a big appeal to consumers when buying their meat products.
" Our organic, grass-fed meats come from animals never treated with antibiotics or hormones,
and who graze on organic and non-GMO pastures, " she said. " The result is nutritious and
delicious protein for eaters concerned about their health. "
Panorama also is a big proponent of using U.S.-based producers.
" Shoppers want to know they're picking up a healthy organic product for themselves, but also
care that it is raised here and helps healthy soils here in the U.S., " Cornelius said. " We need to
support our own farmers and ranchers here in the U.S., and their conservation efforts to preserve
the land and wildlife habitat. "
Regulations could beef up interest
While curiosity is bringing more customers to consider organic meat, the majority of
supermarkets are still building the segment slowly.
Maria Brous, director of media and community relations for Publix Super Markets,
characterizes the organic meat segment as " still a small market with slow growth, " noting sales
are somewhat insignificant for this category. As such, Publix offers little space to its organic meat
products currently.
But that could be changing soon thanks to new regulations that are expected to drum up more
interest and business.
supermarketperimeter.com
MARCH 2023 - 49
The pandemic
heightened consumer
interest in eating
more healthfully, a
boon for the organic
meat industry.

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Supermarket Perimeter - March 2023

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