The produce department is receiving a makeover, as aisles that were once filled with nameless produce commodities begin to sport private-label insignias. ntity; it is also helping to give retailers a higher profile in the minds of shoppers. "Supermarkets, in trying to find a basis on which to differentiate themselves from their competition, can in fact look at [produce] as a place to accomplish it," said Sharoff. The move by retailers to brand their produce departments is supported by ...

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