While organics typically demand a premium, privately labeled items can often be sold
for less because the margins are higher. For O Organics, the end result is a private organic label that retails for close to the price of traditional groceries. More than 200 products are marketed
under the O Organics label, and Becker said Safeway would soon introduce new infant and toddler products.
Becker's company, Philippe Becker Design Inc., designed a name, logo and the first 150 different packages for a new line of private label organics, as well as brand guideline books and internal communication videos for employee training.
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