The commercial director of Produce World has described organic vegetables as a 'vital entry point' for consumers looking to purchase organic produce.

Frank Robinson made the comment following the 'Organic Food Usage and Attitude Research' report from the Organic Trade Board, which reveals organic vegetables have the highest consumer penetration of any organic category.

It says 39% of all U.K. households buy organic vegetables each year with more than half (58%) buying at least one type of organic vegetable every month. Carrots came out as the top choice.

The top three reasons driving organic vegetable sales are their perceived natural qualities, health benefits and taste.

Produce World attributes the same reasons behind a growth in its organic sales in recent years, and as the motivation behind launching a range of pre-packed organic vegetable boxes under the Nature's Premium brand.

"It's clear that vegetables are the vital first step in getting more people to choose organic and we want to be leading this movement," Robinson said in a release.

"The report has proven that organic vegetables are a vital entry point for consumers looking to purchase organic food.

"With this in mind, it's vital that organic vegetables are packaged and presented in a way that is attractive to potential customers."

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