Dive Brief:

Natural Grocers is not the first retailer to try and create a niche in the grocery space by selling only organic produce. This new campaign could help the retailer broaden its shopper base by giving consumers a visual representation of what they are paying for.

Consumer demand for organically produced goods is increasing consistently, with double-digit growth over the last year, according to the Organic Trade Association.

Numerous studies in recent years have shown an increase in consumer interestin both natural and organically produced food because of concerns regarding health, the environment and animal welfare.

Still, many consumers still have no idea what "organic" actually means, and believe that organic products are simply healthier for them than traditional options. By making the differences between organic and non-organic foods abundantly clear to their shoppers, Natural Grocers hopes to convert consumers who may be hesitant to shell out extra money for more premium offerings. This also bolsters the grocer's image in the process, and could encourage brand loyalty and drive more traffic to its stores. Additionally, it provides a public service by doing much-needed education.

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Natural Grocers rolls out new pro-organic campaign - Food Dive