09/28/05 Marketing organic fruit

09/28/05 Marketing organic fruit

The organic tree fruit industry continues to make steady gains into the overall share of the total Northwest tree fruit market. But with such growth comes increased discussions into how best to market such product. In other words, is it best to let the larger fruit companies take the lead to bring organic fruit to a mainstream level of acceptance in the minds of consumers, or would it be better for smaller growers to continue to promote organic as a profitable niche market? Harold Ostensen is one the region's most noted and highly successful organic fruit growers. And he says the answer is both. OSTENSEN: We're going to see larger players that primarily provide what you might call the organic staples. Common varieties of apples, pears, cherries, these kinds of things. But we're also going to see a lot of innovation in these new varieties, the apriums, the pluots, new developments in fruit that the smaller niche market organic will specialize in. What Ostensen believes that means is a best of both worlds scenario. On one end, the specialty varieties like the apriums and pluots, both apricot and plum crossed fruits, should fit consumer demand for a broader selection. On the other end, the larger companies can meet the needs of consumers by providing organic fruit year round, especially in many areas of the country and the world where organic has not be readily available.
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