Personal health and wellness trends fuel the purchase of organic groceries and the right use of technology makes home grocery delivery profitable.
In 2011, the sales of organic foods, beverages, and non-food items totaled more than $ 31 billion for the first time. Food and beverages accounted for nearly $30 billion of purchases, according to the Organic Trade Association (OTA).
"People want to give their families the freshest products available and they are getting more educated on what they put in their bodies," said Mike Dutton, CEO of Winder Farms, a Utah-based company expanding a delivery route in Orange County.
OTA reported in April 2013 that eight in ten U.S. parents purchase organic products at least occasionally. Winder Farms started with the home delivery of milk in 1880 and revitalized its brand and business model in 2008. The Utah-based company is now serving 6,000 customers in Orange County and expects to reach 10,000 customers by the end of 2013.
Mike told me organic shoppers span all income levels. "Our customers are busy and they care about what they eat. They love the convenience of home delivery and they don't have time to shop at Farmers Market week. We solve the problem offering high quality products."
I asked Mike why a customer would pick Winder Farms over Vons or stores like Sprouts. He said delivering fresh is their competitive advantage.
"We can go from the farm to the doorstep in 36 hours. Delivery trucks get right to the people so we deliver produce that's more fresh than what the stores provide."
He mentioned a set weekly schedule allows Winder Farms to operate profitably with a low delivery charge of $1.99.
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