Walmart's newest private label line is all about organic growth

Walmart Canada is beefing up its organic offering with a new private label line of low-priced products.

And the head of the organization that represents Canadian organic growers couldn't be happier.

Walmart Canada launched an assortment of bagged and bottled organic pantry, snack and recipe grocery foods at its stores cross Canada this week.

The new Great Value Organics line includes flours, breakfast oats, and seeds (flax, quinoa and chia) for salads and yogurts. It also features pastas, sauces, popcorn, granola bars, and cookies.

According to the senior director brand management at Walmart Canada, the new organic line will help Walmart customers save money and eat better.

READ: Walmart adds to private label line

“Our focus was to lay a foundation with the key assortment (of) everyday essentials that our customers are looking for in organics,” said Pablo Heyman.  “We also wanted to be able to develop a compelling quality and price proposition.”

The launch was welcomed by Matthew Holmes, director general of the Canada Organic Trade Association, which represents and promotes the interests of organic growers, shippers, processors, certifiers, distributors, importers, exporters, and retailers.

"It's good news," said Holmes.  "Walmart has progressively been increasing their share of and commitment to organic offerings across the United States and Canada."

The result, he added, is more competitive pricing, increased convenience, and hoped-for increased sales of organic products.

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According to Holmes, the Canadian organic industry has been on a roll in recent years. He said 20% (or $4 billion) of mainstream grocery sales are now private label organic foods.

Roughly 40% of those sales are fresh fruits and vegetables, the rest being centre of store goods like the new Walmart products.

Earlier this year, Walmart Canada also launched Pure Balance – a holistic private label pet food line, where products contain no soy, wheat or corn additives, preservatives or chicken by-products.