US grocery retailer Supervalu has announced its plans to enter the growing natural and organic foods market with the launch of Sunflower Market, a value-priced organic foods retail format.
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The first Sunflower Market is scheduled to open in Indianapolis in January 2006. The new format is the company’s response to the rapidly growing market for natural and organic foods in the US. According to Supervalu’s consumer research, 96% of consumers use fresh organic produce at least occasionally. Research also indicates that while 66% of the US population want to buy organic products, the cost of organic foods is the most common obstacle for consumers.
“Operating retail grocery chains in the top markets throughout the US gives us a unique perspective into consumer preferences,” said Jeff Noddle, Supervalu’s chairman and CEO. “Across the nation, we are seeing a growing demand for affordable organic foods with exceptional taste and nutritional quality. Sunflower Market draws on our expertise in small-box formats, and leverages our supply chain expertise, which enables us to deliver outstanding natural and organic products at a price point consistent with consumer expectations.”
The stores will contain: grocery, frozen and dairy departments; produce and bulk foods; deli and cheese; all-natural bakery and café; hormone- and antibiotic-free meat and seafood; beer and wine; and wellness departments.
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By GlobalData
