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Retail Chains Find Growth in Organic

Private-label items draw new crossover consumers, but supply issues are looming.

In conventional and natural food supermarkets, organic products are commanding more shelf space and consumer dollars than ever, according to interviews with top retail executives. For ‘supernatural’ chain Wild Oats, organic products now account for about 40% of total sales, and the chain’s vision is to keep the proportion growing to 50% and beyond. “We’d love to be at 70% minimum across the store,” said Mary Mulry, director of product development and standards for Wild Oats.

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