Super-Sol, Israel's largest food chain, is changing its sales strategy for organic fruits and vegetables, drastically lowering the retail prices of these products.

Super-Sol will now sell organic goods at a 30-80% higher price than conventionally-grown products. The price difference is currently 300-400%.

The aim, according to the company, is to strengthen the chain's position as a leading supplier of organic products, which will be marketed under the brand "Organi."

Super-Sol has signed distribution deals with ten organic producers with the aim of increasing organic sales to ILS5m (US$1.22m) during the first year of sales. Last year Super-Sol organic sales totalling LIS 600,000.