Gerber Foods' Rob Spencer believes "there is a huge untapped source of mainstream consumers who are ripe for conversion to organic". It launched into organic juice at the beginning of last year and Libby's Organic is now the second largest in the ambient pure organic juice brand sector with listings in 63% of multiple grocers. Gerber confronted organic's affordability' problem with pricing at just 30p more than branded non organic ambient pure juice since, according to the Soil Association, two in five consumers are not buying organic due to price. However, another ambient specialist, Del Monte, does not think that longlife sits comfortably with consumers' linking of freshness with organic. Princes recently launched an organic range in the chilled juice arena (pictured left) which is now in Asda. Marketing controller at Princes, Steve McElhatton, says: "The challenge for retailers is to segment the category and use category management techniques to reach different consumers." The premium organic end lends itself to smaller specialist producers. Take Aspall Cyder of Suffolk, founded in 1728 and run by Barry and Henry Chevallier Guild, the eighth generation of the founding family, who continue farming more than 90 acres of organic apple orchards. They produce fresh organic apple juice as well as cider vinegar and cider. The juice is in Waitrose at around £2.39. Barry Chevallier Guild says: "Waitrose maintains the most comprehensive organic range whether or not products are great sellers. I suspect we would not last on Sainsbury's shelves." A sector taking off fast now is the organic snack juice' market. Rachel's Organic Dairy is set to launch organic single serve fruit juices. Santa Cruz, successful in launching into organic soft drinks last year, has launched a range of one litre organic fruit juices. Marketing manager Alex Hannon said: "Research shows ABC1 mothers, in particular, are concerned about the products they give their children as opposed to, say, 18-28 year old singles who tend to think they are going to live for ever and are more difficult to reach." {{FOCUS SPECIALS }}

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