Organic Fruit Marketing Research Project

		Project Leader: Tom Alvey, Roger's Mesa Fruit Company, Inc., Hotchkiss, CO Technical Advisors: Wendy White, Colorado Department of Agriculture and Jonathan Allen, First Fruits Intl. Project Year: 2002

Project Summary

The Organic Fruit Marketing Research Project was designed to ascertain the current purchasing dynamics and emerging opportunities within the American organic marketplace, and to determine the key variables necessary to implement and sustain a successful, long-term marketing program. Primary focus was given to assessing buyers' awareness of Colorado organic fruits, the competitive advantages of Colorado products relative to market competition, and the quality and packaging specifications necessary for development of a nationally recognized organic label. Market research was conducted primarily in the areas of retail communication dynamics, packaging, value-added commerce, transportation and logistics, and commercial processing markets.

Click here to read the full text of the 2002 Annual Report (Word Document). This report is HIGHLY RECOMMENDED for reading!