US supermarket group Safeway is making its O Organics range of organic foods widely available throughout its 1,775 stores in the US and Canada from this month, according to a local report.

Safeway introduced O Organics in December and is now planning to step up promotion of the 150-strong range which includes beverages, bakery goods, cereals, canned and frozen foods, dairy products and snack items.

“These are of similar to better quality than national brands or other store brands,” James D. White, Safeway’s senior vice president of corporate brands, was quoted saying of the new range by East Bay Business Times. “They have developed a very loyal and vocal following. People really appreciate the combination of quality and value.”