Raley's to Sell Private-Label Organic Products

"With its private-label products filling more of its shelves, Raley's is betting big that it can take the strategy into one of the fastest-growing segments of the grocery industry: organic products.

Today the company unveils its Full Circle label of organic and natural goods. The line includes about 120 items – from lentil beans to laundry detergent – that meet government organic criteria or what the company calls its "natural" standard.

West Sacramento-based Raley's believes it can tie its brand more closely to healthy eating options, fend off old competitors and cut off emerging rivals exploiting the demand for organic goods. It also underscores how organic products have gone from a boutique business that often offered unpalatable high-priced items to a mainstream industry that mass-produces attractive goods for less."

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