SuperValu launches Wild Harvest line of organic foods

MINNEAPOLIS Supervalu, the nation’s ninth-largest retailer, announced Wednesday it will debut a private brand of organic foods this month with approximately 150 items, and Wild Harvest will grow long-term to include 250 to 300 items.

“Now, the entire family meal can be organic—at a lower cost—from products conveniently available at a local Supervalu-owned supermarket,” said Wild Harvest brand manager Adam Graham. The selection will range from meat, dairy and produce to sauces, snacks and juice, and be priced about 15 percent lowered than branded organic and natural products.

The chain noted that Wild Harvest is “the first major brand initiative for Supervalu since the company’s acquisition of select Albertsons properties in June 2006.”

“Significant research and consumer insights went into the development of the brand,” said Duncan MacNaughton, executive vice president, merchandising and marketing. This included an opportunity study last year by ACNielsen.

The company said all claims for Wild Harvest’s organic and natural content have been authenticated by the U.S. Department of Agriculture audits and/or by USDA-certified organic certification agencies. In addition, Supervalu weighted its supplier selection in favor of farmers and manufacturers who use sustainable methods and practice conservation. The brand identity incorporates an image of the sun to convey warmth, energy and growth.

An integrated marketing campaign for Wild Harvest will launch on April 13, with the theme “Organify Your World.” In addition to print, TV, radio and online advertisements, Supervalu will use direct mail to promote the Wild Harvest line of products.