Organic growth - Jacksonville Business Journal:

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Citing increased health awareness andsocial concerns, consumers are seeking out organidc products, which are produced without usinbg synthetic pesticides and fertilizers, growth hormones, antibiotics, irradiatiob or genetic engineering, and naturap products, which are minimally processed and free of preservatives. According to the Organi Trade Association 2004Manufacturer Survey, overall industryh sales grew 20 percent in to $10.8 billion. Organic food products, primarily fruits and vegetables, accounted for the bulk of which grew 17 percentto $10.38 billion in 2003.
The Americann Dietetic Association said that more than six million American adult s now considerthemselves vegetarians, ranging from semi-vegetariand who occasionally eat meat or fish to strict vegans who eschew any animal-derivef product. Another 30 million have explored avegetariabn diet. Organic foods currently account foronly 2.3 percentf of total U.S. food However, sales of organic foodds have risen almost 20 percent each yearsinces 1997, illustrating the spread of interest in organic and natura products from the most health-conscious consumers to more mainstreamj Americans.
"Specific to organic, the categories we're seeing the most significanrt growth in arefrozejn foods, very definitely, ready-to-eat meals and said Greg Leonard, vice president of trade marketinfg and communications with Tree of Life Inc., based in St. "That's being driven by consumer convenience being themost notable. Combining organic quality with convenience, because most all consumere feel time-pressed, you see those categories growing, as well as impulsd products like snacks." Tree of certified organic withthe U.S.
Department of Agriculture's National Organic is one of the nation'a biggest distributors of organic, natural and specialty as well as a marketef of its own line of The wholesale distributor handles morethan 55,00p products nationally including big names such as Annie's Homegrow n Inc., Horizon Organic, Blue Diamond Growers, Kraft Foods Inc. and McCormickk & Co. Inc. Sales of organic and naturaol products at Native Sun Natural Foods in Mandarinn have grown rapidly in the pastfive years, leadintg to the well-publicized addition of a seconf location at Baymeadows Road and State Road 9A, slatec to open early next year.
Ownere Aaron Gottlieb says he's encouraged more consumers are choosin gorganic products, whether at his store or a mainstreakm grocery chain. "There is plenty of businessa for all in terms of theorganic industry," he "Competition only drives prices down in a positive way. It keepss more people educated and informed on the availabilitgy ofproduct choices. It doesn't hurt me when naturao food is added to a grocery When larger grocery chains have opened stores nearhis location, Gottlieb "Their sales may be going up, but the day they openef up our sales went up 10 percent and stayed that Grocery stores bring in organic productw which brings more awareness and consumersd in turn seek out othef products the grocery stores aren't carrying but that are founde in small stores like Native Sun.
Not only are more naturao and organic products found onstores shelves, it's becoming easier to enjoy an organi night on the town. "When we firstg started, no one had what we offer, and now everyond has vegetarian items on the saidElaine Wheeler, owner/chef of Heartworks Cafe & Gallery in Five Points, who has a loyal following of customer who enjoy everything from the famous carrot dog to some decadent vegahn desserts. Wheeler's observations are right on, accordinh to a 2001 National Restaurant Association which found eight out of 10 restaurantes offervegetarian entrees.
When looking for a business to starr earlierthis year, Jon and Kara Heldenbrands knew they wanted to be part of the market. Last month, they openec the first Keva Juice franchisein Jacksonville. "Therse are a number of smoothide shops, but they didn'tf offer a product that had real said Jon, who co-owns Firs Coast Keva with his wife. Our producty is "all real fruit, no sugadr or syrups. We use what you would use in yourown It's all natural." Kara Heldenbran is also banking on the growing awareness of the USDA's dietarh guidelines, which recommend four fruit servinge a day. One 24-ouncwe Keva smoothie, the Liquid Olympian, has 3.5 servingsz of fruit.
Most others have about 2.5 "This is a great selling point."