The arrival of private label on shelves is the surest sign that a trend has gone mainstream, and nowhere is this more true than in the natural and organic category. In this case, however, private label is more than a simple option to brands, or a way for a supermarket to brand itself. Private labels associated with health and wellness are a retailer's best opportunity to convert thrifty shoppers into premium-minded organic buyers. And with sticker shock still the biggest impediment to ...

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