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Organic Produce Firm Makes Buying Easier Meeting growing consumer demands for Costa Rican organic produce is not as easy as it might seem. For nearly five years, Noël Payne, executive president of Comercio Alternativo, an organic produce distribution company, has been trying to discover the perfect business solution to balance inadequate and inconsistent supply with choosy, but faithful, customers in the nation’s organic food market. Like any entrepreneur with a good idea, Payne believes her alternative food distribution company will weather the hardships facing a relatively new, high-risk, high-cost industry. Comercio Alternativo has undergone various facelifts throughout the last four years, starting out of Payne’s garage, where orders taken door-to-door were filled and food dropped off once a week from a small farm in the northern agricultural town Zarcero. But farmers were unable to produce what Payne’s customers wanted. Undaunted, Payne looked for a better way to satisfy a growing population hungry for food free from the health risks associated with extensive agrochemical use – she insists that Costa Rica is one of Central America’s biggest users of agrochemicals – and genetic modification. Payne began selling her products once or twice weekly at organic food fairs, but she encountered the same supply and quality-control problems. "We were working with the idea of supporting several farmers’ associations, but they weren’t providing a stable supply, so we were unable to develop good marketing," she explained. Also, lack of quality control hindered sales, as fruits were delivered bruised and unsightly. "The result was a lack of confidence between the business community and the organic community," she said. Nevertheless, Payne hopes her dedication to sustainable development through uniting business and private enterprise with the environment and health will one day lead to investor-savvy organic farmers. Through attractive packaging, marketing and consumer education, Payne is now focusing on adding value to Costa Rican organic products, which she hopes will spark investor interest that will enable her company to tap potentially booming markets in the U.S., Europe and Japan. Comercio Alternativo remains low-key and no longer sells in organic fairs. Instead, the company’s new strategy caters to a faithful base of healthy eaters who choose from an inventory list updated monthly. Orders are placed weekly by phone or fax to be ready for Friday pickup at one of the company’s three distribution points. A company Web page and home delivery are on the way, and profits are increasing month to month. Consumer response has been positive, and for Payne, the setbacks and difficulties will eventually pay off. Payne foresees organic products, with their independence from agrochemicals, as a catalyst for sustainable, better-paying Costa Rican agriculture. "It’s worth doing," she said, but explained that most traditional farmers don’t yet see the benefits or know how to exploit the potential profits. For more information on Comercio Alternativo or to place a food order, call 232-2643 or 393-5314. Pick-up points are in the west San José districts of Rohrmoser (Fridays, behind the Loreto Church) and Escazú (Saturdays, beginning Sept. 15 in the Paco Mall at the Arena Trek Gymnasium) and in San Pedro (Saturdays at Simbiosis, next to Más por Menos), east of the capital. Or visit their website: www.comercioalternativo.com |