Green-Up on Aisle Six

Supermarket chains now offering store-brand organic foods

The hippies-and-yuppies stereotype that's long stuck to organic food may soon fade, as mainstream supermarket chains in the U.S. introduce hundreds of store-brand organic products. Supermarket organics can cost 10 to 15 percent less than national-brand organics, while still adhering to the same federal standards. Consumer demand is driving the trend: the market for organics has leapt from $3.6 billion in sales in 1997 to an estimated $15.5 billion this year. Organic farming is still relatively niche, "but the suppliers and growers are understanding the opportunity, and capacity is growing," says Safeway's senior vice president for marketing. Look for Nature's Best products in SuperValu (which is about to acquire Albertson's), "O" at Safeway, Nature's Promise at Stop & Shop, and Member's Mark at Wal-Mart-owned Sam's Club. Those of you who want to be at the leading green edge need to hop over to the local-food bandwagon quick, before the rubes catch up.