NEW NATURAL CENTER STORE SECTION AT LUNDS AND BYERLY

WILLIAM SMYTH

EDINA, Minn. -- As part of Lund Food Holdings new "Living Wise" whole-health program (SN, Nov. 29), 20 categories of Center Store products will be represented in sections of Lunds and Byerly stores, with the sections ranging from 4 to 12 feet in length depending on the store and product.

"The program has been in development for about a year and we just rolled it out in the fall. Four stores currently have the products and we expect to have them in all 19 stores by the end of the year," said Barbara Berr, an advertising manager at Lunds and Byerly's. "Every department will have integrated natural products. Products like pasta, cereal, sauces and canned soup will all be available [in center store]."

Shelf moldings and wings that are 6 inches by 4 feet and contain the Living Wise label and tag line, "Choices for Your Health," stick out to draw consumers to the area. A different icon will change according to department and each area of the store will have its own symbol.

Bea James, whole health manager for Lunds and Byerly's, says pricing "will be like other natural food stores. That's our goal. You can pretty much find a destination anywhere in our stores."

According to James, certain criteria are needed to be a part of the Living Wise program. "One is that the products have to be 100% all-natural. Two is that they have to be organic if possible, and they also have to be of premium quality," said James.