Trends in the Positioning of Natural & Organic Foods

In the natural & organic food segment, Rick Sterling, founder and president of Sterling-Rice Group (Boulder, Colo.) sees ‘big food’ entering the natural retail channel with their natural and organic brands—less for volume than for the pedigree and experience in marketing to an unfamiliar consumer group. “It is more important that food companies learn how to engage a values-based consumer that shops across natural and conventional outlets than it is for these companies to

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