Today's Specials: Fast Food Goes Organic

CHRISTINE BLANK

The growth of natural and organics in the food-service channel hasn't been as obvious as trends in conventional supermarkets, but that's changing as more concepts built around organic foods are introduced.

Among the more active venues is O'Naturals, which is opening a location inside the corporate headquarters of Hannaford Bros. in Portland, Maine, where the quick-service restaurant operator itself is headquartered. The opening is a direct result of O'Naturals' recent agreement with Compass Group, the national food-service provider for business, industry and schools.

Another location opened in mid-December in Orlando, Fla. There, owner Steve Beumer is trying to bring more flavorful organic and vegetarian options to Orlandoans.

“Fast food doesn't have to be bad for you,” Beumer said.

The Orlando location is one of nine owned and franchised O'Naturals locations nationwide since 2001, when the company was formed by Stonyfield Farm Chief Executive Officer Gary Hirshberg and Mac McCabe, former general manager of Northeast Cooperatives.

At the 4,800-square-foot Orlando O'Naturals in the heart of the city, vegetarians and those interested in healthful and organic foods can choose from numerous breakfast, lunch and dinner items. The restaurant was designed using environmentally friendly building materials.

Flatbread, wood-fired pizzas are made from scratch, while organic and natural produce is obtained from distributor Albert's Organics. Its own-brand City Java coffee drinks are made using all organic coffees and syrups. O'Naturals' founders say, however, that their customers range far beyond core wellness or organic followers.

“We have been blown away by the breadth of demographics of our customers. More and more people are concerned about what they put into their bodies,” McCabe said.