Butterball announced that for the first time it will be offering organic whole turkeys, as well as an organic version of the ground meat.
The company explained that its decision to go organic stemmed from consumer demand. The organic food industry has been growing rapidly, with approximately $47bn in sales in 2016, up 8.4 percent from last year, according to the Organic Trade Association.
Despite growing demand for organic products, however, Butterball doesn’t plan to heavily market its new organic birds. Butterball COO Jay Jandrain told USA Today that the company is “not particularly promoting the items,” as it wants to avoid a “situation where we’re overselling what we produce.”
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