SUPERVALU brings affordable, organic and natural products to U.S. consumers nationwide

Addressing consumers' growing preference for organic and natural products, as well as their demands for value, selection and convenience, SUPERVALU announced the national launch of its Wild Harvest organic and natural brand. The new brand, which will encompass a wide assortment of products across numerous food categories, is making its debut in the aisles of the company's family of 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.

The Wild Harvest brand will initially feature approximately 150 items ranging from mealtime staples like milk, eggs, meat and fresh produce to pastas and sauces, cookies, crackers, cereal and juice. Long term, the brand will include approximately 250 to 300 products across various categories. In addition to a broad selection of products from which to choose, Wild Harvest is priced approximately 15 percent lower than branded organic and natural products and is positioned to meet or beat competitors' private-label organic prices.

"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."

Organic and natural foods - a growing segment

Consumer demand for organic and natural foods, which has grown 10 to 15 percent annually over the past 15 years across all retail channels, is a sign of shifting priorities among grocery shoppers who are increasingly mindful of a product's ingredients, origin and methods by which it is made rather than a passing trend. These factors, along with consumers' evolving health-conscious lifestyles, provided the platform for the launch of Wild Harvest, which represents the first major brand initiative for SUPERVALU since the company's acquisition of select Albertsons properties in June 2006.