I am always curious about organic meat sales in the United States. It’s a niche market category of the protein world that has been gaining ground with consumers for years. As most of us are staying home and cooking, I am sure you have seen all meat prices climb steadily upwards. Organic is no exception.

My first deep dive introduction to the organic meat category was while I was working with Smithfield many moons ago. Our group was charged with finding and purchasing organic and all-natural pork products from where each of us lived, mostly the Midwest and Eastern Seaboard. The inner operating companies, under the Smithfield umbrella, met for a conference in Virginia. Our innovation group of chefs set up more than 300 pork products that we had collected in a ballroom for executive management's review.

Several factors where extremely apparent as we set up the tables — mainly a large variation in price range for like-style organic products and a substantially higher price across the board than their conventional counterparts. Example: If a conventional pork product was $2, the same or like item in "natural" or organic was easily 2 to 3 times higher in cost. It seemed to all of us that there were few guidelines and pricing had no rhyme or reason.

Data show that there is a bit more consistency in pricing across the board now — with the exception of beef that’s fed small amounts of organic, decarbed cannabis and gets massages.

As for the state of organic meats, they are currently holding strong with slow and steady incremental growth of consumption and price. The organic meat segment – both fresh and processed — is still small within the total meat category, with a 1.4% share. However, its dollar growth is increasing four times faster than the total meat category, according to the most recent data. With the increase in all types of protein consumption we have seen over the past year, it doesn’t look like prices will be dropping anytime soon.

The feeding requirements for organic livestock farming, such as the primary use of grass and alfalfa for cattle, result in generally higher levels of omega-3 fatty acids, a kind of fat that is more heart-healthy than other fats. This has been a key factor in a better-for-you product with more expensive care and feeding that drives the higher price.

Recently the Center for Food Safety filed a legal brief with the U.S. Food and Drug Administration challenging the agency's approval of the genetically modified "heme" used by Impossible Foods that makes the Impossible Burger “bleed” like real meat. The FDA didn't conduct sufficient studies to ensure that product isn't harmful to humans, the organization contends. Alt-protein sales grew 47% last year. Will this filing, and growing publicity around some alt-meats' lengthy list of ingredients move consumers who are looking for a healthier alternative back to animal protein? More specifically, will it move consumers to the organic and "all-natural" arenas?

My query for this week is: What is the key element in your purchasing of any meat product? Is it organic, all-natural, grade, price or sustainability? Please share your thoughts.

Live well…

Note: I would like to acknowledge and give a special thanks to the protein team at IRI for sharing some of their thoughts and insights for this piece. Chris Dubois, Erkin E. Peksoz and Shelly Hughes

Do consumers still want organic?

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