The 2012 ASHS Annual Conference

Organic food production is a fast growing industry in the United States. Research on local retail market trends is important to understand the growth of the organic industry. Interest in organically produced foods is increasing in Gainesville, Florida whose population represents a younger progressive demographic. Studying the uphill trend of organic foods in Gainesville can offer an insight into the growth of organic foods for this new generation. In this study, three markets including Ward’s Supermarket (local), Publix (supermarket chain), and Walmart Supercenter were compare on prices, availability, and selection of organic foods over a two year period 2011–12. The study also included a comparison of alternative labeling to the USDA Certified Organic label. Data on major categories of foods including fresh fruits and vegetables, coffee, dairy, eggs, and meats were collected in one visit of each market at random dates and times between Jan. and Feb. of 2011 and 2012. Similarly to the 2009 USDA national report on marketing U.S. organic foods, this study found that price premiums were higher on average for organic foods in all three markets, with few exceptions. Moreover, price premiums (in percentage) were highest with organic produce such as fresh fruits and vegetables. Compared with the data in 2011, on average organic and conventional food prices increased in 2012 for all three markets. However, Publix’s organic milk prices decreased and their conventional milk prices increased from 2011–12. All of the markets studied offered greater selection and availability of organic produce over organic animal products (dairy and meats). In general, Ward’s Supermarket offered the most variety and selection of organic foods compared to the other markets. Walmart Supercenter offered the least variety and selection of organic foods. Ward’s Supermarket had the widest array of alternative labels while Walmart had the least selection of alternative labels. In 2012, Publix and Walmart demonstrated an increase in availability and selection of organic foods as compared with the observations in 2011. According to the results of this study the organic food market in Gainesville is growing. Further research is recommended to include other markets such as farmers’ markets, co-ops, and local health food stores for a more comprehensive study of organic market trends.