- Natural Grocers has launched a new advertising campaign called "Here vs. Here," which highlights the contrast between conventional farming and the methods of organic and natural food producers, according to Retail Leader. The grocer hopes that the ad blitz, which includes a series of video, billboard and print advertisements, will sway shoppers on the fence about purchasing higher quality foods.
- Industry leaders were glad to see the campaign. "We support Natural Grocers for its commitment to putting meat and dairy on its shelves that adheres to what the consumer believes they are getting when they purchase meat and dairy – animals on good healthy pastures exhibiting natural behaviors, eating the diet they were designed to thrive on," Carrie Balkcom, executive director at the American Grassfed Association, said in Retail Leader.
- The company has been aggressively expanding and looking to differentiate itself in the crowded natural foods retailer space. The store has strict food quality requirements including 100% free range eggs, meat raised without antibiotics or growth promoters, no artificial colors or sweeteners and 100% USDA Certified Organic produce.
Natural Grocers is not the first retailer to try and create a niche in the grocery space by selling only organic produce. This new campaign could help the retailer broaden its shopper base by giving consumers a visual representation of what they are paying for.
Consumer demand for organically produced goods is increasing consistently, with double-digit growth over the last year, according to the Organic Trade Association.
Numerous studies in recent years have shown an increase in consumer interest in both natural and organically produced food because of concerns regarding health, the environment and animal welfare.
Still, many consumers still have no idea what "organic" actually means, and believe that organic products are simply healthier for them than traditional options. By making the differences between organic and non-organic foods abundantly clear to their shoppers, Natural Grocers hopes to convert consumers who may be hesitant to shell out extra money for more premium offerings. This also bolsters the grocer's image in the process, and could encourage brand loyalty and drive more traffic to its stores. Additionally, it provides a public service by doing much-needed education.