• Detroit News/AP, Thursday, August 9, 2007 12 PM

Kroger, the nation's largest traditional grocer, yesterday launched its own brand of organic foods. It will display the products--65 to begin with--throughout the store and outside their usual home in natural foods sections. It expects to double its Private Selection brand organics by the end of the year.

Linda Severin, Kroger vice president for corporate brands, said marketing under the slogan "Organics for Everyone" will appeal to consumers who don't focus their shopping on organic foods, but are interested in trying them. The private brand line generally will be priced lower than other organics Kroger sells.

Kroger's line will carry the U.S. Department of Agriculture seal for organic foods, which are free of pesticides and hormones. Organic food sales have risen from $3.6 billion in 1997 to $16.7 billion last year, according to the Organic Trade Association.

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