EDEN PRAIRIE, Minn. -- There's little question that the branding of produce has helped revitalize the former commodity department by giving it a fresh identity. Today, retailers are cashing in on the increased value represented by national, local and store brands. But this progress comes with a price: As branding in produce gains momentum and market share, and supermarkets leverage brands' value to maximize profits, the stakes are also rapidly increasing. Retailers and grower-shippers are ...

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