Homemade Baby

Homemade Baby® Reports Organic Baby Food Category Hot at All Things Organic™

Culver City, CA (PRWEB) May 23, 2007

Homemade Baby®, a sixteen-month-old company that provides certified organic and kosher health and nutrition for babies and toddlers, says it experienced overwhelming success at the All Things Organic™ Conference and Tradeshow held in Chicago May 6-8. Because of the heightened interest in organic baby food from several retailers, Homemade Baby will be nationally distributed by the end of June — months earlier than the company had predicted prior to the tradeshow. Homemade Baby’s products, which are fresh, never frozen or jarred, can be found in the store’s refrigerated dairy section near the baby yogurts, or in dedicated refrigerators in the baby food aisle.

“We are encouraged by the enthusiastic response from retail buyers during the show,” said co-founder, Theresa Kiene. “They are heeding the message from their shoppers that they need more organic baby food choices in their stores, and they are ready to make room for our new category of ‘grab-n-go’ products.”

Company president Matt Kiene reports that in addition to Homemade Baby’s existing regional markets, new stores include select Super Targets, Price Chopper in the Northeast, Gristedes and Whole Foods in New York, New Jersey and Connecticut, Really Cool Foods and Gourmet Garage in New York City, Treasure Island in Chicago and H.E.B. in Texas. Current in-store sales have recently increased from three cases to eight cases per store per week.

It appears that the jarred baby food category is waning in favor of fresh and flavorful, and Homemade Baby is the only national brand that is sold as fresh, never frozen. Three new frozen organic baby food companies exhibited at the tradeshow as well, indicating that increased consumer interest and recent advances in manufacturing and distribution have combined to create a flourishing category.

Consumer demand for certified organic baby food is strong as proven by the Organic Trade Association’s 2007 Manufacturer Survey. The survey, released on May 6th, reports that, “Organic food sales totaled nearly $ 17 billion in 2006, representing approximately 3 percent of all retail sales of food. Organic food’s share of total food sales is up from 1.9 percent in 2003 and approximately 2.5 percent in 2005. Sales of organic foods grew by 22.1 percent in 2006 to $ 16.9 billion, up from $ 13.831 billion in 2005… Leading the continued growth of the organic food industry are specific categories including organic baby food, which posted a 21.5 percent gain in 2006.” The entire release and statistics can be found at http://www.ota.com.

About Homemade Baby

Founded in 2005 by two parents desperate for healthy, simple food for their small children, Homemade Baby is the first company to offer fresh organic baby food. The Homemade Baby kitchens are located in Culver City, Calif., and feature a baby food “tasting room,” where parents and babies are invited to drop by and sample the company’s latest creations. Homemade Baby donates 10 percent of the food it makes to charities that serve undernourished children. For more information about the company, please visit http://www.homemadebaby.com.


Lisa Bell

Crescendo Communications

Ph: (303) 527-0203

lisa @ crescendocom.com


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Consumer Adoption of Organic Products Encouraged by Mainstream Brands, says RetailWire Business Tip

Consumer Adoption of Organic Products Encouraged by Mainstream Brands, says RetailWire Business Tip

(PRWEB) August 8, 2005

According to The Hartman Group, over one-third of grocery store shoppers also shop in natural food stores. However, 78 percent of those would like to find organic products in their conventional grocery store, next to nationally branded items.

As discussed in the RetailWire Business Tip entitled “Bringing Organics into the Mainstream” (http://www.retailwire.com/Campbell_Soup), the new generation of healthy lifestyle retailers, like Whole Foods and Wild Oats, signals a wake up call for conventional grocery operators. It means that there’s a real change occurring in the profile of the natural foods shopper towards more mainstream tastes.

Based on the Food Marketing Institute’s “Shopping for Health” study, it can be assumed that more than half of all shoppers have bought some organic food in the past six months. That means that retailers will miss opportunities to satisfy customers if they continue to isolate organic products in natural foods sections. Other barriers to converting shoppers over to organics are the higher prices, less-than-satisfactory taste and unfamiliar brands that they often find in the natural foods specialty aisle.

As with all other product categories, branding is very influential to consumer purchasing and product loyalty. If given a choice, consumers will opt for the organic version of a product offered by a recognizable, mainstream brand.

As Campbell’s is currently demonstrating with its new organic introductions in the PACE and PREGO brands, retailers can gain organic shoppers’ attention by presenting large brand, organic products. PACE, for example, is the salsa/picante share leader with 36 percent national dollar share. Not only is a national brand like PACE more familiar to this new profile of organic shopper, but price and taste, often barriers to adoption with off-beat natural brands, are overcome in a PACE organic version.

With the introduction of mainstream brand versions of quality organic products, retailers’ lives could get a lot easier as they look to tap into healthy lifestyle trends. Major brands such as Campbell’s can offer grocers far more product development and marketing support. With the confidence that they are no longer simply appealing to niche consumer groups, we should expect to see much more in-store promotional activity for organic products, as well.

See the full RetailWire Business Tip:

“Bringing Organics into the Mainstream”


(Free registration required)    

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Vocus, PRWeb, and Publicity Wire are trademarks or registered trademarks of Vocus, Inc. or Vocus PRW Holdings, LLC.