by Mark Hamstra, Organic Produce Network

Distribution challenges hinder the year-round availability of organic produce in the Midwestern U.S., which may contribute to the reduced consumption of these items, according to some industry experts.

“There’s less organic product to begin with, and then on top of that it’s harder to get that product to our region,” says Joleen Baker, interim warehouse manager at Co-op Partners Warehouse, St. Paul, Minnesota. Organic produce items traditionally sourced from other countries can be particularly challenging to procure year-round, she says, citing items such as organic pineapples.

Midwestern shoppers are still interested in organic produce, but when the economy is weak, they prioritize other attributes like local sourcing, says Co-op Partners Warehouse Interim Warehouse Manager Joleen Baker.

“We’re further away from the ports; we’re further away from the border,” says Baker. “It’s hard to get the product here, especially when there’s less of that product available.”

Customers served by Co-op Partners Warehouse are still interested in organic produce, however, especially when the economy is strong and they can afford to pay a little more, Baker says. In the meantime, they also prioritize other attributes when it comes to produce, including local sourcing and fair trade certifications.

“We definitely see people wanting to support their community and get the freshest food possible by buying locally grown produce,” she says.

Less interested in organic

Consumers in Midwestern states are interested in organic products overall, although in some measures they lag behind other areas of the country, according to recent research from Jacksonville, Florida-based sales and marketing agency Acosta Group, which surveyed 1,521 shoppers last Oct. 18-29. Acosta found that 66% of shoppers in the Midwest reported purchasing at least one natural or organic product across key categories during the six-month period from April to September 2024. This is nine percentage points below the U.S. average of 75% for the same time frame, the research found.

The Western region of the U.S. has the highest percentage of natural and organic shoppers, at 83%, followed by the Northeast at 81% and the South at 73%.

To read the entire report click here.