Have organics really "jumped the shark"?

John Stanton of St. Joseph's University contends that organic food has 'jumped the shark," a pop culture reference to a "Happy Days" episode when the Fonz, on water skis, jumps a shark. I never saw the episode, which makes sense, since the meaning of "jumping the shark" is associated with the downward spiral of popularity and relevance. Economic troubles are putting the strain on organic produce sales in the UK and the US though some segments (community supported agriculture) are doing better than others. Check out Stanton's audio and powerpoint presentation on the Fresh Produce Industry Discussion Group. Here is a summary of recent Web coverage of organics, with some troubling allusions to the Fonz sailing over the shark.


Is organic food worth the price? From the Dallas Morning News: This story doesn't seek to answer the question, but does have a troubling reference to the Environmental Working Group's Dirty Dozen as an option to selectively consumer organic produce.



Fresh and Wild closes store as consumers reject organic for cheaper deals From the Telegraph in the UK:

The organic grocer Fresh and Wild has been forced to close one of its flagship stores as hard-pressed consumers opt for cheaper food.

The decision to close the Bristol store after nearly five years of trading will see the loss of 60 jobs, and there are now questions about whether the company's remaining four branches, in Stoke Newington, Camden, Soho and Clapham can stand up to the credit crisis.

The news comes little over a month after Fresh and Wild's American parent company Whole Foods Market announced it had suffered a loss of £10 million, in comparison to discount supermarkets such as Lidl and Aldi which are reporting record profits.

Is the organic party over? From the BBC:

But it is not all gloom. Box schemes, delivering fresh organic vegetables to your muddy doorstep, are still growing.And Bristol's Better Food supermarket, the largest organic store in the country, is holding up."Last year we grew, this year we've plateaued", says Better Food's founder, Phil Haughton."I won't pretend it's not hard. We have ordinary shoppers with middle to low incomes, and I have to help them shop organic, for less."In store, shoppers are urged to buy dried beans and soak them at home, instead of a can which is four times the price.Yesterday's unsold organic bread is free. And in October the Better Food Cafe's chef will run evening classes on how to feed a family for a week on £75, 100% organic."But the supermarkets are offering 'Feed your Family for a Fiver'," says Mr Yearsley. "If it's a choice between your principles and starving, the principles go out the window

Sales of organic produce drop 19%: Again, not from the U.S. but from FT in the UK:

Sales of organic goods in leading supermarkets are struggling, suggesting that shoppers are ready to sacrifice their green credentials in favour of cheaper food.According to TNS Worldpanel data seen by the Financial Times, sales of organic produce in Sainsbury’s and Tesco fell by 3.8 per cent and 1.3 per cent respectively in the three months to August 10.Asda and Morrisons fared better – with 3.1 per cent and 24.6 per cent growth – although their cheaper end of the grocery market is coming from a lower base. Spending on organic produce in the whole market has fallen by 19 per cent this year from £100m to £81m, according to the most recent data.The figures demonstrate the way in which consumers are swapping their allegiances as they seek cheaper prices. They also raise questions as to how the organic market, which has enjoyed meteoric growth, will withstand the credit crunch.

TK: Here are some other headlines of interest from the world of organics:

Health food vending continues to thrive

Nutrition and health value of organic food Atlanta Journal Constitution

TK: Check out the recent Hartman Group report on organics here. From that report:

Yet as we move through 2008, beneath all the hyperbole about the dramatic growth of the organic market, rumblings of slowdowns in certain organic categories — or at least a suspected plateauing of overall organic sales — have begun to surface. This peak in organic sales is evidenced in our latest national study, The Many Faces of Organic: 2008 where aggregate consumer use of organics, though not statistically significant in overall decline, dropped four percentage points from 73% of the population buying organics in 2006, to 69% in 2008.