PAVICH ORGANIC JUICE FINDS HOME IN PRODUCE

MINA WILLIAMS

TERRA BELLA, Calif. (FNS) -- Produce merchandisers are expanding their horizons and using their refrigerated space to offer fast-turning orange juice, and Pavich Family Farms has begun full production and national distribution of its new organic orange juice.

It's still too early to report on sales, but retailers contacted by SN were optimistic about the product's placement in the produce department its contribution to organic foods programs.

"It is an excellent-quality product," said Ruth Mitchell, spokeswoman for Hy-Vee, West Des Moines, Iowa. "It has an appeal to people who want organic orange juice."

Its price, like those of other organic produce items, is higher than prices of similar conventional products. However retailers committed to making a statement in organics said it is important to offer a full range of products.

"It is more expensive," said Mitchell. "It does have an appeal to a certain segment of our customer base."

"There is such a demand for organic juices," said Shana Pritchett, public relations associate for Dominick's Finer Foods, Northlake, Ill. "There is an increased need dictated by the customer. The screw-on cap keeps the product fresh and makes it easy to use."

Dominick's also offers shelf-stable organic juices in its World Market section of the dry grocery area. In the produce department, orange juice is offered as part of a freshly produced program, but it is not organic.

"We buy a lot of product from Pavich," said Pritchett. "They have a trustworthy name and their products taste good."

Michelle Walker, new product coordinator for Wild Oats Community Markets, Boulder, Colo., said the orange juice is a natural fit for the chain's inventory. "Being organic, it is not only good for the planet, it is also good for the palate. There is no reason for us not to carry it. It is the best-tasting orange juice around," she said.

Wild Oats has opted to merchandise the product in the dairy department rather than the produce department. As a result, the chain has requested that the product, which has a 60-day shelf life, run through a different distribution route, the same as other organic juices currently offered by the chain.

"Pavich has the same recognition as the leading orange juice brand with the added benefit of being organic," said Walker, commenting on how it will be marketed. "The price will be higher."

Pavich's Certified Organic Orange Juice is being marketed in 64-ounce, ready-to-pour cartons. The juice is pasteurized and is not made from concentrate. National distribution is under way to conventional and natural supermarkets.

According to the Florida Department of Citrus, since 1989 orange juice consumption in the U.S. has increased 26 percent.

"Pavich has been known as a leader in organic produce for many years,"said Tonya Pavich, director of marketing and sales for Pavich Family Farms. "Realizing how strong the consumer following is for organic perishables, it was a natural progression for us to extend the existing full-line supply of organic fruits, vegetables, dried fruits and nuts to now include fresh, refrigerated orange juice made from our organic Florida oranges."