GENUARDI MARKETS WINS AWARD

CHRISTINE BLANK

NORRISTOWN, Pa. (FNS) -- Genuardi Family Markets based here was recently awarded the "Big O" award by the Organic Trade Association in Greenfield, Mass., for its storewide promotion of organics. Its September promotion of organic produce included shelf talkers, dangles and employee buttons with a black and orange "Go Organic" logo. Its store circular also extensively promoted organic produce and grocery items during Organic Harvest Month.

The promotion boosted organic produce sales at the 29-store chain about 25% over the same month last year, according to Michael Genuardi. "We advertise one or two organic items every week and during the promotion, took the bottom page of the ad to talk about organics," he said.

Genuardi will speak on effective organic produce merchandising ideas at the Produce Marketing Association convention and trade show, Oct. 16-20.

Genuardi Family Markets has been carrying organic produce for about six years, but this was the first year the retailer took part in the Organic Harvest promotion. Of about 400 produce items in each store, Genuardi stores feature up to 75 organic items, including tofu, dried fruits and nuts, said Genuardi.

The most effective organic produce merchandising program, he said, is one that both integrates organic with conventional and also segregates some organic product.