Ahold USA hopes that waiting to launch its Nature's Promise natural and organic store brand will cause a bigger impact with a larger line of products than its faster-moving peers. Having a "second-mover advantage has enabled us to get into more purely organic products," said Graham Mitchell, director of product development for Braintree, Mass.- based Ahold. Nature's Promise was set to start appearing Oct. 2 in both Giant Food, Landover, Md., and Stop & Shop Supermarkets of Quincy, ...

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