Kroger Pushes ‘Organics for Everyone’
Kroger is looking to make it easier for consumers to try organics with a new line of 65 items sold under the company’s Private Selection brand.
The new line, which will carry U.S. Department of Agriculture’s seal for organic foods, will offer alternatives to popular, conventional items such as milk, pasta, snacks, frozen waffles and peanut butter. The company plans to integrate the Private Selection line into mainline shelf sets rather than set it apart in a natural foods section. Kroger has said its organics line, marketed with the tagline "Organics for Everyone," will be priced lower than national and regionally branded organics.
Linda Severin, vice president for corporate brands, told The Associated Press that the Private Selection line "responds to customers who just want to make a smarter food choice and start opening their lives to organic. It’s a way for people to sort of put their toe in the water."
The Private Selection line is not Kroger’s first foray into the world of natural and organic foods. The company also sells 300 items under its Naturally Preferred natural foods and organics line.
Discussion Questions: What was your reaction to how Kroger is marketing and merchandising its Private Selection organics line? Does it require the special expertise or focus of a Whole Foods, Trader Joe’s, etc. to really be a force in organics, or are conventional grocers such as Safeway, Kroger, etc. trusted enough by consumers to succeed in this business? Do you expect more conventional grocers to follow the path of Publix with its GreenWise test and open natural/organic food stores under their own house banner?
- Kroger Launches Broader Organic Push – The Associated Press/Forbes.com
- Organics Go Mainstream as Kroger Expands Its Own Line to Include More Breakfast and Dinner Items – The Kroger Co.