Raley’s launches private-label organic line

02/19/2008 12:00:00 AM
Angie Hanson

(Feb. 19) Raley’s Supermarkets has enhanced its organic selection, introducing a private-label line in early February.

Raley’s rolled out its Full Circle brand, which features more than 100 organic items, including a few produce items, at 124 Raley’s, Bel Air Markets and Nob Hill Foods stores in California and Nevada, said Amy Johnston, communication’s specialist for the Sacramento, Calif.-based retailer.

Bagged organic gala apples and navels are now available under the Full Circle brand, in addition to Raley’s side organic assortment that’s been available since 1989, Johnston said.

“We’ve seen an increased demand for organic and natural products among consumers, so we’re thrilled to expand our product line,” Johnston said.

The chain is considering adding packaged salads and carrots to its Full Circle label down the road, she said.

“We’ll see how the consumers respond and go from there,” Johnston said. “So far, the new product line has been well received.”



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