Supervalu launches Wild Harvest organic brand

by Jeff Gelski
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MINNEAPOLIS — Supervalu has launched its Wild Harvest organic and natural brand nationally. The brand initially will feature about 150 items, ranging from mealtime staples like milk, eggs, meat and fresh produce to pastas and sauces, cookies, crackers, cereals and juice. Eventually the Wild Harvest brand will include about 250 products.

Wild Harvest products will be priced about 15% lower than branded organic and natural products, according to Supervalu.

"With the Wild Harvest brand, we’re focused on helping consumers ‘organify their world’ by delivering a wide assortment of affordable, fresh, healthy and wholesome foods at their primary grocery shopping destination," said Adam Graham, Wild Harvest brand manager. "Now, the entire family meal can be organic — at a lower cost — from products conveniently available at a local Supervalu-owned supermarket."

This month the Wild Harvest products will appear on the shelves of Supervalu grocery stores, including Acme, Albertsons, bigg’s, Cub Foods, Farm Fresh, Hornbacher's, Jewel-Osco, Lucky, Shaw's/Star Market, Shop ‘n Save and Shoppers Food & Pharmacy. Supervalu, with annual sales of about $44 billion, owns about 2,450 retail grocery locations.

"Significant research and consumer insights went into the development of the brand, which has enabled us to create a highly desirable offering that speaks directly to consumers’ desire for fresh, wholesome and affordable foods that help them live a healthier lifestyle," said Duncan Mac Naughton, executive vice-president, Supervalu merchandising and marketing.

All claims made around Wild Harvest products are substantiated by U.S. Department of Agriculture audits and/or by U.S.D.A.-certified organic certification agencies such as Quality Assurance International (QAI), Oregon Tilth and CCOF. Supervalu said it has placed a priority on partnering with suppliers and farmers who emphasize sustainable farming or manufacturing practices and conservation.

A marketing campaign to support the Wild Harvest brand will debut April 13. It will include print, TV, radio and on-line advertisements, as well as direct marketing. The advertising campaign, titled "Organify Your World," has organic foods symbolize common, everyday objects, such as an alarm clock, a car or a newsstand.

In one TV spot, a mother pushes her child in a stroller through a local town center as the child enjoys Wild Harvest Organic Animal Crackers. As the child eats her snack, everyday objects in her view such as wood, metal and rubber are transformed into organic and natural foods such as berries, pasta and cereal.

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