KOWALSKI'S RE-ENTERS ORGANICS

AMY I. STICKEL

ST. PAUL, Minn. -- After nearly four years of being strictly conventional, Kowalski's Markets has dived back into organic produce -- and this time around, the water's fine.

Partly, it's timing; organics are gaining greater acceptance all over. However, the five-unit independent here has raised the ante by providing education to its shoppers about organics and how they differ from conventional produce, and that is helping too, said Kowalski's officials.

Kowalski's experimented with organics during the early 1990s, according to Larry Mouren, produce director. However, at that time, the organics industry was struggling with inconsistent supply and questionable quality, and shoppers shied away from the organics in his stores.

"We gave organics a good shot," said Mouren. "Customers then were just not willing to pay the price."

But Kowalski's more recently re-introduced organics into the produce mix following a major remodel at one unit. The remodeled Grand Avenue store boasts an 8-foot organics section. Meanwhile, a more limited representation of organics has been gradually worked into the other four units.

"We're more successful now," said Mouren. "I think organics have got to be here to stay."

He said improved product and supply consistency have contributed to the success of the program. Shoppers are also becoming increasingly aware of the health benefits of produce, and are willing to pay more for organics.

Retailers continue to debate the benefits of a separate organics section, as opposed to integrating organics with conventional produce. The Grand Avenue store has it both ways, Mouren said.

While 8 feet are devoted to organics alone, whenever he can Mouren will substitute organic items for their conventional counterparts.

"When the market, quality and price are right, I find it works very well," he said of the substitutions.

Mouren also markets organic prepackaged salads alongside the conventional value-added items.

A second Kowalski's is scheduled for a remodel this year, and Mouren said he plans to set up an organics section in that store as well. In the Grand Avenue store, white tags with green lettering identify which items are organics and which are transitional organics, Mouren said. The 2-inch by 2-inch tag is displayed next to item prices.

Some items are also tagged as conventional. "We don't tag all the conventional items," he said. "We're waiting to see what kind of information the customers need."

Three large signs, which explain conventional produce, organic and transitional organic produce, are displayed throughout the produce department in the Grand Avenue store. Brochures are also available for shoppers.