This year, it’s been announced that Costco has passed Whole Foods in organic food sales. Whole Foods sells approximately $3.6 billion worth of organics each year, whereas Costco exceeded $4 billion. In percentages, this is not much of Costco’s $114 billion in sales, but it shows that customers are relying on other stores to provide them with organic produce. With the US selling $36 billion worth of organic food each year, one out of ten dollars spent on organic food is spent at Costco.
Between 2013 and 2014, the market for organics has increased 12%. Now organic foods account for over 4% of US food sales. Stores not associated with organics are starting to jump on the bandwagon.
Most controversial has been Walmart’s announcement of a relaunching of the Wild Oats brand in April of 2014. The prices of Wild Oats are intended to compete with conventional food, giving customers affordable organic food and also driving down the prices of other organic foods.
There are mixed feelings about Walmart going organic. Initially, it seems like good news, but Walmart’s reputation has others anxious about the move. In 2006, Walmart’s Horizon organic milk was accused of not providing cows enough pasture and adding illegal additives to the milk. The same year, Walmart was also caught hanging organic food signs in non-organic food sections of their stores. Now that Walmart is trying to profit on the organic food market, we wonder if they might compromise the organic label. Stores tend to keep food suppliers as a trade secret. The secret locations may not be producing food according to organic standards, and the consumer would never know. The lack of farmland in the US also means that much of our organic food is grown overseas, making the label even less transparent. While we hope Wild Oats and Walmart will join the organic market honorably, we will have to wait and see.
Other big stores have been joining the organic bandwagon. Over half of the country’s Kroger’s have a store within a store called Nature’s Market, which is devoted solely to natural foods. Kroger’s also has its own natural food line – Simple Truth. Target has its own natural brands: Archer Farms, Market Pantry, and Simply Balanced. Shaw’s and Star Market has Wild Harvest. Hannaford has Nature’s Place.
While not all big supermarkets have jumped on the organic train, we are seeing more and more organics under the fluorescent lighting of American supermarkets, which will draw more attention to the organic movement, inspire more farmers to grow organically, and ultimately drive prices down until we can all afford to eat organically.