A Pricey Perception
If there’s one issue that dampens sales, it’s price. In surveys and polls, the perception that organic is a pricey indulgence has continued to dog the category since the very beginning. Nabors said the key is educating consumers — and employees — that organic is not like specialty or gourmet, which is oriented towards the product, but about the way it becomes a product. “When you sell an organic product for more money, consumers need a better understanding ...
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