McLEAN, Va. – An increase in organic food sales doesn’t mean all consumers are interested in purchasing organic foods.

So notes a recent USA Today column by Gladys Edmunds, founder of Edmunds Travel Consultants in Pittsburgh and author of There's No Business Like Your Own Business. Instead, she says recognizing consumer trends is the right step toward operating a successful business.

With all the buzz over organic foods being the new consumer trend, a grocery retailer whose shelves of organic foods have largely been collecting dust, including produce, asked Edmunds a simple question: “Am I missing something?”

She cited a report that Wal-Mart is refocusing some of its stores to adapt to local demographics and consumer preferences, which she dubs “good marketing,” and poses a few questions to the grocer: “Have you done that? Have you checked the demographics that you serve? Are they organic food shoppers?”

Edmunds notes that it is important for all small business owners to address marketing, but that it is a key element often overlooked.

“There are a number of elements to marketing and especially marketing for a grocery store. Demographics should be one of the first things that you take into consideration. Who are the people shopping in your store? Are they interested in buying organic foods? Study the buying habits and preferences of your customers,” Edmunds wrote.

She also suggests checking out the competition and that retailers “pay a visit” to stores and see firsthand what consumers are looking for. “Also, don't hesitate to take a survey of your customers to see if you are selling what they want,” Edmunds wrote, adding that retailers should also take a look at their pricing. “Are your products priced competitively? Setting your price too low can be as big of a turn off as setting it too high.”