• Some supermarkets will expect you to give in-store demos and food tastings.
• Supermarkets usually trial a line for a season to see if it sells, if not it is out.
• Packaging; supermarkets have specific needs eg sizes and shape for stacking, barcodes etc.
• A reliable and regular supply.
  

In Britain the success of fresh organic fruit and veg in supermarket chains was due to a wholesaler checking what the supermarkets needed. The wholesaler packaged the produce so it could be easily identified as organic, stacked easily and also provided efficient and reliable delivery system. Sainsbury’s, a UK supermarket chain, has sponsored major organic industry events and has a program in place encouraging the conventional farmers to convert.

When Sainsbury’s advertise nationally they just let the consumer know they sell organic as part of their range. They sponsor the organic industry to promote and educate the public on the value of organics.

What department stores need

Packaging, shelf life and presentation are just as important to department stores. David Jones are very interested in a line of organic flour that comes in calico bags. They thought the “calico” look outweighed the problem of stacking and shop soiling (ie the bag looking grubby from dust) but the top-stitching has to be sewn straight & parallel to the edge. The buyers for DJ’s have said they would order more organic products if the labelling and packaging was improved.
Grace Bros preferred packaging for Glenbye’s organic wool quilts is a firm transparent plastic case rather than a calico case. Why? plastic will not get shop soiled, it can be dusted, it can stay neatly stacked, be handled and still look bright and shiny over time. Using plastic rather than calico may seem an environmental contradiction. But shop soiled means selling at a discount.

What small shops need

• Variety, customers come in daily to be entertained, a fresh fruit and veg shop is like a theatre with live daily performances (the vege display). Needed is a constant supply of quality staples with something new and seasonal.
• Samples and tasting - the proof of the pudding, after all, is in the eating. So find ways to have your produce tasted.
  

Brochures, newsletters and logos

Brochure and leaflets. Design and make up a simple but professional brochure explaining what your farm sells, plus “your story” and who you are certified by. Use it like a business card. Or have a simple leaflet with recipes to go out with consignments.

Newsletters. These could be posted, perhaps quarterly. Tell about your harvest, any new products, what is in season, field days. Select dates for farm tours, explain why you dug in your lettuces rather than sprayed after a bug invasion, why there were no carrots last month. Do you do mail order? Include your latest product list with your newsletter. Macro Wholefoods is a large Sydney whole food store, their newsletter, acted as a brochure and had a recipe, some Christmas shopping ideas and their mission statement and a map showing their location. A newsletter can cost less than a glossy brochure especially if printed in one colour and can be more readable. In addition, you can change it each issue.

Logos. Logos can be a powerful tool for recognition and give an impression. Note when selling to different cultures, a healthy green image or name to an Australian may translate into an inauspicious image in Asia. You could label each piece of fruit with your label or the certifier’s logo.

Our environmental predicament

When it comes to packaging and presentation there are conflicts between our organic principals and retail demands.

• consumers have high expectations and unrealistically want the perfect looking produce.
• consumers assume: if it looks hygienic it must be healthy, sterility = goodness and soil on potatoes and lettuces = germs and work to clean. Also the fear of food contamination is now a great concern of retailers and consumers.
• organic broccoli travels better in ice and polystyrene but what does the polystyrene do for the environment. The consumer wants fresh tasting and looking broccoli.
• some consumers want “environmentally friendly” claims like dolphin safe, chemical free, phosphate free, recycled paper because these claims inundate retailers shelves already.
  

We need to find ways to responsibly manage these conflicts when labelling and packaging.

Seasonality

Some organic food comes in and out of season and is not available year-round. In both Europe and USA “being in season” has become a selling point. Extending supply could include processing the product or specialised storage. At the Earth Food Store in Sydney they sell an organic apple pie. As soon as the new apples are in season the regular customers start anticipating the arrival of these freshly-baked pies. Consumers need to understand why product is not always available so it is important to communicate with the retailer.

Labelling

• often the label is the product and the packaging
• always identify your certified ingredients as certified organic
• needs to be attractive - bring in a designer.
• sell the positive not the negatives, eg we build soil fertility
• every label tells a story - let it tell yours
• include “Free range” when applicable, the customer, often assumes that free range is as good as organic. So explain what your organic chooks and livestock are fed. eg organic grain on an organic farm. Another misconception is “tree ripened” and “sundried” means organic type harvesting and chemical preservative free.
• have pride in your product. Label and box your produce and each time your name and product are displayed, check its standards.
• try out a label and package and gauge the responses in the real market - in Bondi, not Bourke. Ask your friends in the city.
• check packaging and labelling laws in your state. NSW Dept. of Fair Trading is in the contact list and they can direct you to the specific government departments and statutory bodies for your requirements. A basic check list for packaged food:
  

1. name the food
2. list the ingredients in order of volume
3. name and address of maker, packer or vendor, or importer
4. country of origin
5. batch code
6. sell by date or date marking
7. sugar-free, low fat etc. nutritional content, keep your claims and information simple, realistic and relevant.
8. don’t make claims unless you back it up with clinical data
9. refrigerate after opening? do not assume everyone realises. Educate your customer.
10. exporting - other countries may legally require additional nutritional information and be written in other languages
    

Promoting products and the media
If you get a national story about your organic produce and how healthy it is, suddenly the consumers want organic. When we promote nationally we have to promote realistically.

Australia is a small country spread over a large land, so how can we promote a relatively small industry nationally when it is spread over such a large expanse?

Industry promotions such as an annual promotion, an ‘organic harvest’, provides an opportunity to promote locally and nationally. It’s major purpose is to educate the consumer. The Organic Harvest is a national event where the focus is on promotional events at the local (your) level. The activities are held over a month and can include everyone, no matter how small. Publicity for events can be generated through networking, coordinated media releases, using celebrities and tying into other promotions.

Further assistance or information can be provided to organise such activities can be obtained through specialised marketing and promotion businesses such as Heaven and Earth Systems Pty Ltd. Heaven and Earth Systems is a consultancy specialising in wholefood and organic products and services. They organise events show stands, labelling, newsletters, product research and sales and have a team of creative designers, copywriters and marketeers on call.

© Copyright 1997, Catriona Macmillan

Marketing Contacts

NSW Wholesalers specialising in Organics
Back to Eden
PO Box 4
WAVERLEY NSW 2024
02-74-60070 Fax 02-974-60040

Eco Farms
PO Box 71
FLEMINGTON MARKETS NSW 2129
02-976-4283

Mary’s Organic Home Delivery
586 Darling Street
ROZELLE NSW 2039
029-555-7078 Fax 029-555-7079

Export
Organic Connection Australia P/L
PO Box 573
KEW VIC 3101
1300 303601 Fax 1300 303 602

Wholesalers Distributors to Health Food Stores, Supermarkets and Delicatessens
Melrose Health Supplies
25 Lexton Road
BOX HILL VIC 3128
03-989-89571 Fax 03-989-96653

Nature’s Fare (Lotus Organic)
PO Box 170
MILPERRA NSW 2214
02-979-27522 Fax 02-979-27451

Pagle
PO Box 60
FIVE DOCK NSW 2046
027361800 Fax 027363133

Pureharvest
PO Box 187
EAST BENTLEIGH VIC 3165
03-957-43422 Fax 03-957-93312

Select Foods P/L
2 Tarlington Place
SMITHFIELD NSW 2164
0297-255-499 Fax 0297-255-790

Spiral Foods
3 Wentworth
CHULLORA NSW 2190
02-964-28022 Fax 02-974-25893

Wholeharvest
8-10 Point Street
PYRMONT NSW 2009
02 9552-1595 Fax 02-966-01095

Buying Groups
The Green Line
PO Box 1010
HARTWELL VIC 3125
03-988-92299 Fax 03-988-91399

Whole in the Wall
233B Johnston Street
ANNANDALE NSW 2038
02-966-08393 Fax 02-951-87452

Livestock & Meat
Prime Quality Meats P/L (David Jones)
Suite 1 Level 1 Shaw House
49-51 York Street
SYDNEY NSW 2000
02-929-97054 Fax 02-929-97048

AC Butchery P/L
Shop 174 Marion Street
LEICHHARDT NSW 2040
02-956-05278

Griffith Butchery
10 Baker Street
GRIFFITH ACT
0262 959781

Marketing Groups
TROPO Tweed Richmond Organic Producers
Organisation
PO Box 5076
EAST LISMORE NSW 2480
02 6684 5396 Fax 02 6684 5395

Flood Plains Organic Grain Group
Contact: Frank Old
“Emu Park”

Riverina Organic Farmers Organisation
Contact: Judy Brennan
(02) 6029 4237

Mills
Demeter Farm Mill
“Demeter”
BREEZA NSW 2381
02 67445754 Fax 02 67445780

Wholegrain Milling
PO Box 347
GUNNEDAH NSW 2380
02 67423939 Fax 02 6742 3373

Green Grove Organics
18 Lord St.
JUNEE NSW
02 69 243574

Kialla Pure Foods
Greenmount, QLD, 4359
07 - 4697 1170

Soybean Milling
Australian Natural Foods
Caringbah, NSW, 2229
02 - 9526 2555

Annand, Robinson & Co.
Toowoomba, QLD, 4350
07 - 4632 2688

Biodynamic Marketing Co.
Powelltown, VIC, 3797
03 - 5966 7370

Four Leaf Farms
Tarlee, SA, 5411
08 - 8528 5330

Kialla Pure Foods
Greenmount, QLD, 4359
07 - 4697 1170

Pure Harvest
East Bentleigh, Vic, 3165
03 - 9579 3422

Soil Systems Pty. Ltd
Kiraby, Qld, 4112
07- 3841 8888

Soy Products Aust.
Bayswater, Vic, 3153
03 - 9729 1099

Spiral Foods
Strathfield, NSW, 2135
02 - 9642 8022

Vitasoy (Soybeans)
Australian National Foods
Ken Spence (General Manager)
Melbourne, Vic,
0419 417915

Packaging & Labelling Laws
Department of Fair Trading
Measurement & Technical Services
77 Lakemba Street
BELMORE NSW 2192
29-750-8188 Fax 029-758-2691

Trade Marks Office
PO Box 200
WODEN ACT 2606
02 6293 7444

Organic State Promotions
VICTORIA Yarra Fine Food Fair
ORGAA
PO Box 12852
A’ Beckett Street Post Office
MELBOURNE VIC 3000
03 386 2999 Fax 1800356299

NEW SOUTH WALES Royal Easter Show
Catriona Macmillan
Heaven & Earth Systems
PO Box 3335
TAMARAMA NSW 2026
Ph/Fax 02 9365 7668

The Ecotourism Association of Australia
PO Box 26
RED HILL QLD 4059
07 33696099 Fax 0732175675

Catriona Macmillan
Director Heaven & Earth Systems P/L & Organic Tucker
For 19 years an Advocate of Organic & Wholesome Foods

Professional History

• Publisher of the annual Organic Directory listing, now in its 5th year
• Writer on organic marketing & consumer issues for the two major certifiers
• Organiser of the annual Royal Easter Show Organic Products Exhibit
• Chair of the Organic Federation Promotions Committee
• Chair of RIRDC’s National Organic Conference Promotions & Sponsorship Committee
• Conference Manager for “The Organic Challenge- Unity through Diversity"
• Manager of the “Organic Federation of Australia Awards Night”
• Manager of the first Macrobiotic and Wholefoods store in Sydney, over 19 years ago
• Universal Organic Community Website www.universalorganics.com.au
• Facilitator of Organic, Environmental, Ecological and Advocacy Events. Clients include: Olympic Coordination Authority, Organic Federation Australia, Eco-Farms, Earth Food Store, Macro Wholefoods, Rural Industries Research & Development Corporation, Wholesome Gourmet Cooking School.