CHICAGO — Supermarkets that merchandise organics, source fair trade items and carry environmentally friendly products may not only be converting mainstream shoppers but also attracting new, sustainability-driven consumers. “Grocers gained over half a share point with sustainability-driven shoppers, while their share remained flat with [sustainability-neutral] shoppers,” said Sheila McCusker, editor of Information Resources Inc.'s Times & Trends report. “That speaks volumes, and it's ...

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