The turmeric season is in full swing and is now available in organic form. It’s a highly sought after item continuing to trend for its health benefits. Consumers are still getting used to seeing fresh turmeric in their stores over its dried associate. It is mainly gown in Jamaica and Fiji but those who are more keenly aware of it as a commodity know that it’s also grown in Hawaii.
Organic turmeric is one of the newest programs for Frieda's. “Of course organic produce in the U.S. is continuing to grow in popularity and the number of items becoming available organically is continuing to increase,” says Alex Berkley. “Many retailers are trying to offer everything they have conventionally in an organic option. However, retailers and consumers are focused on price.”
She notes examples in retail that a store may not carry an item in the organic section unless it’s comparable to the conventional option. “Before, consumers were more willing to pay what they had to in order to get organic produce but there’s a shift. Retailers are more willing to try something organic in their department because they know that the market’s increasing for the demand. If something they haven’t tried before is now available and if it’s not a high price they’re paying a little more attention to it and that’s exciting.”
Shipments of Frieda’s organic turmeric aren’t load volume, more like a few pallets a week and Berkley says the demand continues grow. Since its main uses are for flavoring dishes, juicing and a natural food coloring, “it could take some time for consumers to incorporate it daily. People who are trying to buy ‘local’ as much as they can are happy to see turmeric grown in the US. The quality is amazing. It’s probably the best we’ve ever seen,” she says.
Alex Jackson Berkley
Frieda’s
Ph: 714-733-7660