25th Annual Masters of Merchandising: CAL-ORGANIC FARMS

ORGANIC WET RACK

The organic wet rack is the powerhouse destination for fresh organic produce sales. Data from Circana showed more than 50% of dollar and volume sales in 2025 spent by US retail shoppers on organic vegetables were selected from the wet rack. By comparison, sales of conventionally grown vegetables from the wet rack comprised roughly 42% of dollar sales and 37% volume sales of total conventional vegetable sales.

Retail sales from the organic wet rack were resilient last year with a 1% increase in dollar and volume sales, while conventional was flat. The retail average price per pound for items on the organic wet rack was flat in 2025 from the prior year, compared to pricing declines of -1% for total fresh vegetables. In 2024, organic produce penetration in total U.S. grew to 15.5%, up from 13.1% in Boost organic produce category growth by offering a wide variety of organic produce, investing in visually appealing shelf sets, and utilizing thoughtful merchandising strategies. Mid-October through May is peak season at retail for the organic wet wall. Backyard gardens and local farmers’ markets complement supply through the summer season. High volume periods are as follows:

• January begins the annual uptick in volume as consumers begin to think health and fitness

• Super Bowl, St. Patrick’s Day, Easter, and Earth Day bring seasonal sales spikes in volume as households accommodate friends and family National Organic Harvest month in September is a time for retailers to connect with shoppers and help them discover the many benefits of fresh organic produce

• Thanksgiving sees the biggest spike in organic volume. Retailers should be well stocked across organic varieties to capture this opportunity

ASSORTMENT

A well-rounded assortment balances core customers’ favorites with specialty items that add interest and differentiation. Organic assortment should focus on these areas:

• Growth Drivers: Broccoli, Romaine, Kale, and Cilantro

• Volume Builders: Cauliflower, Green Onions, Red Radish, Beets, Carrots, and Cabbage

• Differentiators: Fennel, Herbs, Dandelion Greens, and Rainbow Chard

• Assortment Enhancers: Daikon Radish, Collard Greens, Baby Bok Choy, and Mustard Greens

MERCHANDISING

Seventy percent of shoppers prefer retailers to display organic items in their own section.

• A variety of different vegetables and colors help create a sharp-looking wet rack

• Keep displays well-stocked and rotate product regularly

• Produce team members should be educated on the commodities displayed so they can educate consumers on usage and benefits

• Create visible product ID tags to highlight organic produce

RETAIL EXECUTION

Retailers should develop a strategic promotion plan to capture high-volume weeks and year-round opportunities. Evaluate your shopper demographics to ensure the right product mix across stores. Implement signage that highlights organically grown produce.

Contact your Cal-Organic Farms sales representative for serving suggestions, recipes, and merchandising ideas to draw more shoppers to your organic vegetable set.

Sources:
Circana, US MULO 52 Weeks ending December 31, 2025; Numerator; The Power of Produce 2021; IRI Advantage Annual Trends 2021 to 2017; Fresh Trends 2023; OTA Organic Market Report 2025.

MESSAGING

• Organic vegetables should be displayed in their own section clearly labeled with signage and channel strips

• Use signage to tell shoppers about the farmers that grew the vegetables and provide nutritional information and ideas to prepare the items

• Communicate the sustainable practices and level of care required to produce organic vegetables

• Display signage featuring trusted farms to develop a connection between the shopper and the grower

• Provide shelf talkers with inspiring recipes and cross promotional offers

• QR codes to educate consumers

CAL-ORGANIC FARMS
P.O. Box 81498 Bakersfield, CA 93380
(661) 845-3758
calorganicfarms.com
sales@calorganicfarms.com