GROUP PLANTS GROWTH EVENT FOR ORGANICS IN SEPTEMBER

BARBARA MURRAY

ANAHEIM, Calif. -- Calling on retailers and suppliers to join in the "Organic Food Celebration," the Organic Alliance unveiled its largest promotion to date at Natural Products Expo West, held here March 11 to 14.

The alliance, based in St. Paul, Minn., will time the new promotion, expected to run in about 350 supermarkets nationwide, to coincide with September's National Organic Harvest Month. The promotion promises to significantly increase organics sales through point-of-sale material, staff training and coordination of product demos.

At the March 12 breakfast here, Angela Sterns, marketing director, said that the alliance's goal is to have participation from 20 manufacturers. In a follow-up interview, Sterns told SN that retailers agreeing to participate would have to stock products from these manufacturers, but would not be forced to take any stockkeeping units they didn't want.

Supermarkets that have already signed on include Lund's/Byerly's, Edina, Minn.; Wegmans Food Markets, Rochester, N.Y.; and Pratt Foods, Shawnee, Okla. Others Sterns called "very interested" include Star Markets Co., Cambridge, Mass., and Publix Super Markets Miami division. As reported in SN, Food Emporium, New York, and Kroger, Cincinnati -- the alliance's partners in a national pilot program to increase organics sales -- are currently working on an Earth Day promotion. The chains may also sign on for the Organic Food Celebration, Sterns said.

J.B. Pratt Jr., owner and chief executive officer of the nine Pratt Foods supermarkets, said his company will participate because "it offers another opportunity to educate consumers about organically grown foods during the month of September."

The alliance is looking for a chain in Chicago and one on the West Coast to partake in the Organic Food Celebration. "We want retailers that are very committed to organics," Sterns said.

To participate, retailers have to agree to train their employees using the materials that the alliance will provide. Part of that training includes quizzes and certificates for staffers that will generate support and enthusiasm for the project.