MINNEAPOLIS — Supervalu here will seek to integrate its new Wild Harvest organic and natural products line with conventional products as much as possible, Adam Graham, brand manager for the private-label line, told SN yesterday. “Our goal is to get people to try these products, and we think [integration] is one of the best ways to do that,” he said. The line, which adopts the name of the organic private label previously rolled out at Supervalu’s Shaw’s division, will focus on perimeter items such as milk, eggs, meat and produce, but will also include Center Store categories. It is launching with about 150 items and is expected to expand to about 250-300. It is the first companywide private-label line to launch under the combined Supervalu and Albertsons network.
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