Organic foods moving from small health storesFont Size: Decrease

[S.Annadana]

Increase Print Page: Print August 09, 2008
AN industry growing at 25-30 per cent must surely attract some smart players.

Given that he sold his outdoor advertising business, Cody Outdoor, to APN in 2001 and bought Macro Whole foods Market in 2003, Pearce Cody seems to be the man marked with the task of making organic food accessible to the masses.

Four years on and Macro is nine stores strong.

"Soon to be 10, and then more," Cody says.

He says that the retail industry is moving away from its small health store past.

"It tended to be a closed shop. Now we're trying hard to give scale to the industry."

Cody says his market is "extraordinarily" varied.

He says Macro caters to vegetarian and vegan customers, those seeking gluten-free foods, and people with food allergies and cancer.

"Of late we've seen a lot of young mothers. The logic here is that children at a young age are most vulnerable to allergies.

"Organic product has the potential for broad appeal and we firmly believe that mainstream consumers are a key market."

Although price-conscious consumers point to the high cost of organics, both Cody and Kennedy firmly assert that this is the true reflection of the cost of producing food.

"We can't afford not to be competitive with other retailers," says Cody.

"Our customers focus on ethically produced foods, on the value, not just the price.

"When buying organic food, a consumer feels that they are purchasing a superior product.

"As the organic industry swells, we may see a move from a niche to mainstream focus of the products, but the success of the industry will be reliant on the final consumer."

Organic foods moving from small health stores | The Australian