Honeycomb Connect

Organic interest continues to spread
May 2, 2005

Chicago, Ill.—In order to satisfy consumers’ demands for more organic food choices in regular supermarkets, two of ConAgra Foods’ most recognized brands, Hunt’s and Orville Redenbacher’s, are introducing organic products later this year.

Hunt’s Organic Tomatoes and Orville Redenbacher’s Organic Microwave Popcorn are aimed at American families looking to improve their eating habits and well-being by making changes to their family’s daily menus.

“Our research shows Americans today want greater variety of good food choices to help them as they shop and prepare meals to satisfy their individual needs and tastes,” says Dr. Pat Verduin, Senior Vice President and Director of Product Quality and Development at ConAgra Foods. “Many are looking to improve their family’s diets by taking small, sensible steps, not wholesale change. For a growing number, this means including organic products as a quality, wholesome part of their family’s daily menu.  We’re committed to offering consumers and retailers more great-tasting, convenient organic choices from brands they trust.”

Organic foods are moving from niche to mainstream market status, with annual sales growing by 20 percent in recent years. If organic food trends continue as they are, it is estimated that organic consumer purchases in 2007 will be $30 billion, up from $10.4 billion just two years ago. According to a recent FMI-Prevention study, while nearly half of organic sales now come from mainstream retail outlets, more than half of grocery shoppers say they would buy more organic foods if they were available in stores.

“There’s a growing segment of young families who buy or would consider buying organic versions of foods they already eat, but prefer sticking with the quality of the brand names they trust,” says Valerie Sheppard, Vice President of Brand Marketing at Hunt’s.

The new Hunt’s and Orville Redenbacher’s products will bear the “USDA Organic” seal, to assure consumers that they were produced using certified organic practices, such as no synthetic pesticides or synthetic fertilizers.