HARRIS TEETER ADDING ORGANIC DETERGENT LINE TO MORE UNITS

RICHARD TURCSIK

CHARLOTTE, N.C. -- Harris Teeter is bringing clean to a new level as it expands an organic and all-natural detergent and household cleaning line to additional stores.

The selection debuted at an upscale Brookhaven, Atlanta, store six months ago and already has been introduced to the market here, according to Craig McKenzie, operations manager at Region VII. The retailer, based here, plans to stock it in other areas as well.

"We have plans to go to different markets [with these items]," McKenzie said.

At the Brookhaven unit, the line is merchandised along the top shelf of the detergent and household cleaner aisle. It consists of about 15 stockkeeping units of domestic and imported specialty cleaning products. Although traditional detergents and household cleaners still make up the bulk of the aisle, the section is highly visible, featuring an overhead directional aisle marker sign that states "organic detergents."

Items include Ecover toilet cleaner, which is "not harmful to septic tanks and not tested on animals," according to its label. Manufactured by NV Ecover SA of Malle, Belgium, a one-quart bottle sells for $4.99. Other items include a Seventh Generation brand organic toilet bowl cleaner from Colchester, Vt., which retails for $3.99; Ecover powder laundry detergent, $12.29 for a 6-pound, 9-ounce box and Ecover laundry liquid, $5.69 a quart.

Although the organic products have substantially higher price tags than their Tide, Oxydol, Vanish and Woolite counterparts, they are gaining favor with shoppers, McKenzie said.