Is Vegan the New Black?

Within modern society, new fads come and go like clock-work. The latest one seems to be a health craze running rampant and comprising, in large part, of vegan and vegetarian choices. A survey in 2011 discovered “5% of Americans never eat meat” and “33% of Americans were eating vegetarian or vegan meals more often”. Although data suggests this is not a simple trend that will disappear anytime soon, the question lies in whether or not it will stick around enough to be taken advantage of.

Currently, one company in particular has taken notice and is now looking to fulfill the new demand by expanding its business. Organic Avenue, a vendor of high-end juices, salads, and other specialty foods, is attempting to become a national chain. The company has hired a new chief executive, Martin Bates, to take the reins and lead the Organic Avenue charge to the “promised land”. Bates has had proven success by being one of the leading forces behind the resurgence of “Pret a Manger”, a food franchise, in 2008. Pret a Manger’s turnabout was achieved by tweaking the products and services it provided to the tastes of the consumers’.

Project management will always be essential if companies hope to achieve the success they dream of. In order for Organic Avenue to have success, Bates’ strategy is to form partnerships with gyms, fitness clubs, high-end retailers, and open its own chain of stores as well, to supply the company’s products. One can quickly establish attention is focused on the availability and marketing of the product. Organic and healthy products could be considered to be in their introduction stage, and a tremendous of work must be exerted in order to reach the maturity stage.

Organic Avenue understands its customer base and target market; “people who want food that’s better for them”. It would be a mistake for the company to undermine consumers who simply want healthier products and focus attention on “hardcore” vegetarians or vegans. Currently, Organic Avenue is more known for juices and juice cleanses, but its other products must also be brought to light. The company also provides food (salads, soups, entrees, and snacks) and packages (Booster Packs, Immunity Essentials, and “2-Day Transition” to name a few).

Most people demonstrate xenophobia (fear of the unknown), and the switch to organic/healthy foods seems to be no exception to the rule. Society has an idea of why organic foods are better, but the media constantly manipulates our ideas and leaves people unable to distinguish fact from fiction.

Are organic and fresh foods worth the extra money or do they not provide the bang for our buck?

Will Organic Avenue need to create a new line of products or will alterations to current ones draw news consumers?

More importantly, will people be accepting of the change from fast/junk food to healthier options will people be accepting of the change from fast/junk food to healthier options?




13 thoughts on “Is Vegan the New Black?

  1. The consumers that are buying these organic foods are thinking long-term. They know that by putting healthy and natural foods in their bodies, they will feel better, have more energy, and be able to get more out of life. The ones that think this way are definitely getting the bang for their buck. People who don’t think that it is worth the extra money, are only focusing on the present. They want to be full immediately and don’t think they need to pay extra to achieve this. They won’t be accepting of this new health craze until they realize the long-term benefits.

  2. In response to the question, I do think that Organic Avenue should create a new line of products. Since the organic trend may end in the future, it would be safe for the company to have a sort of “back-up” plan. Of course this may be costly and will require the company to expand their target market. But, this line could create an additional target market for the company by offering foods that cater to the desires for those not interested in being organic. If launching this new line were to succeed, it would create options for customers and a Plan B for a possible decrease in the organic demand.

  3. I think that people “buy” into whatever they want to buy into. You don’t necessarily have to be manipulated to think that one product is better then the next. I believe its your ultimate stance on how you value the products, and this comes from experience. People are definitely going less meat and more vegetarian route, but I call it flexitarian. Your flexible enough to eliminate a lot of meat, which is going to give you more longevity, but that is my personal opinion.

  4. I think Organic Avenue should not change their products or the concept to appeal to a wider range of customers. I believe a company can either be a quality company (high in quality and cost) or a quantity company (low in cost, high in demand). To try to reach both targets would prove to be inefficient for the company. There are always going to be people who prefer healthier products especially because of the growing fad. The company should just focus on meeting the demands of that demographic.

    1. I agree with this reply. Many companies have tried for years to please everyone and then they go bankrupt. Yet, companies like Apple and McDonald’s have known to not please everyone and they are still successful. Why? Because they have found a niche and stuck with that niche and that has been the reason for their success. I believe that for Organic Avenue to stay successful, it must keep the products that have been geared towards that niche of people. People have liked organic food for years and they have built a consumer relationship with Organic Avenue, so if Organic Avenue keeps the same products geared towards the same crowd, then it should continue to stay in business.

  5. I believe that the most important question posed in this post is wether or not the trend will stick around long enough to be taken advantage of. Personally, I am not completely sold on the Organic craze. However, if companies such as Organic Avenue have planned for the rapid changes in consumer expectations, they could make large profits. The organic trend may not last forever, but it will definitely be around for awhile still, and the market for these products has great earning potential.

  6. I think it is important to look at the mission statement of the company. Why are they producing this product? For profit only? Or do they have a greater purchase, such as providing consumers with organic, healthy products? As long as the “why” of the company is known (communicated via marketing), the company can sell the “what,” or the product, and make profit (look at Apple). Organic Avenue has a niche market and consumers buy their products because of the “why,” or the purpose. Introducing less healthy products will dilute the brand and drive away current consumers. Education about organic food is increasing now more than ever before, especially among young adults. Therefore, I think the market will grow and as long as the company sticks with its current mission statement, they will make more and more profit.

  7. I am a believer of what you put into your body is how you feel. A new trend that is going around is eating healthy and organic lifestyles are becoming popular. You can even see fast food places are aiming towards the healthier and organic foods (not quick sure how organic that really is). I do not think that Organic Avenue needs to add a complete new line of products because the customers that they are targeting are already healthy and are doing something about that healthy lifestyle they want. I think that right now people are accepting the change from fast and unhealthy foods to more organic and healthy foods right now.

  8. I’m sure a lot of people have hundreds of different views on this subject. There are massive amounts of information on this and some people know a lot and others think they know a lot. Obviously the saying “you are what you eat” goes well here. Organic products used to be for the extreme health nuts and they were considered weird. Now a days it is the cool thing to do. Me personally, I eat extremely healthy but paying extra for the organic logo is dumb. For example, carrots and organic carrots are the same vegetable but people are willing to pay more for organic carrots just like they are willing to pay for a more expensive smart phone (iphone). At the end of the day, you think you’re doing your body good but you’re just trying to fit in and pay extra for a brand name or label. You are what you eat.

  9. I believe that keeping healthy should really be a priority in our lives, but I also believe that pushing more organic foods and being a “vegan” is really just a fad that would probably die out in a few years. It is really important to understand that proteins are really an essential part of our daily lives and cutting that off from our eating habits could prove worse in the long run. Being a vegan is hard work especially when it comes to the many restrictions that is has.

    Yes, although organic foods are definitely more healthier for you, consistently buying them does prove to burn a hole in your pocket. Being healthy isn’t about eating organic foods and becoming a vegetarian, it’s a lifestyle that one has to commit to. The company is doing great things for those who choose to commit to being a vegan, but I honestly think that this will probably die out after a while.

  10. I think Organic Avenue has a great concept for todays market. Of course they will have to keep changing and adding new products into their line but for now, I think what they are doing will work because people are always looking for something healthy. We have the regular healthy eaters, dieters, and people with food restrictions that will definitely want to shop organic and healthy.

    As TLawrence was saying, “carrots and organic carrots are the same vegetable but people are willing to pay more for organic carrots… you think you are doing your body good but you’re just trying to fit in and pay extra for a brand name or label.” I agree and disagree with this statement. Some people will always feel the need to buy something because “everyone” is doing it but there are others who genuinely are looking for the benefits of buying organic. We can’t condemn those who buy a trendy product because we all have to form our own opinion of things, then decide to continue to buy or switch products.

  11. I think this topic really highlights how drastically the values of American consumers has shifted. The emphasis is now placed on quality rather than quantity. Looking at the past decade, it is clear that the healthy lifestyle is not merely a fad, and is increasingly prevalent with the American consumer. Organic Avenue’s business model and strategy really accommodates this fact with a spot-on approach. I think since so many people are much more health conscious, whether it be for a sincere concern about their health or for aesthetic reasons, people are willing to spend money for a high quality organic product. I think Organic Avenue’s transition into a national chain could be successful.

  12. Like many have stated, this current trend of being aware of of the food you eat creates a great opportunity for companies like Organic Avenue to obtain more consumers. I also think that this is a trend that isn’t going away any time soon. There has been much exposure about how certain “unhealthy” foods have been processed with multiple chemicals that one cannot even pronounce their name. People seek something better for their bodies and many have switched to more expensive products that will be better for one’s bodies. Yes organic is expensive but this is because they are more carefully produced where quality is key.

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