Mainstream supermarkets are actively exploring the natural and organic foods category. However, it's still largely unfamiliar territory. New names, brands and ways of distribution threaten to disrupt traditional category management protocols. Retailers oblivious to the terrain risk are stumbling in an area where they must be sure-footed and demonstrate a keen sense of consumer aptitude. According to SPINS' Natural Products Marketplace and Consumer Reports, 95% of U.S. consumers last year ...

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