Borderland Organics is hoping to tap into a new demographic of supermarket shoppers who don’t identify themselves as ‘hardcore’ organic consumers but still want the benefits of organic produce.
To align with this market, the South Mildura-based grape grower engaged Lisa Cork of Fresh Produce Marketing to help develop the Naturalls brand, which was launched ahead of the 2017 season.
The selection of Menindee, Flame, Crimson and Thomson grapes marketed under the Naturalls brand are grown certified organic but are not being marketed this way.
“Our Naturalls packaging doesn’t carry any reference to being organic,” explains Zoe Dichiera. “Instead, we are positioning them as ‘free from’ grapes because they are grown without synthetic sprays and sulphur dioxide.”
To illustrate this message, Borderland is encouraging retailers to merchandise the Naturalls range alongside conventional grapes.
“We believe merchandising Naturalls grapes with conventional grapes gives consumers more choice and will drive additional revenue into the conventional grapes category,” Dichiera adds.
“Naturalls Grapes appeal to a percentage of consumers who want the benefits of organic without it being organic. Rather than rigorously washing, consumers can simply rinse and enjoy.”