New Direction for Unified

LOS ANGELES — Unified Grocers said last week its new line of natural and organic foods — called Natural Directions — “is selling like hotcakes.” Unified, a member-owned cooperative, is launching the line with 120 dry grocery, refrigerated and frozen items, with more to come over the next several months. Development of Natural Directions by Unified follows the recent introduction of similar lines by other companies, including Wild Harvest at Supervalu, Minneapolis, and O Organics and Eating Right at Safeway, Pleasanton, Calif., and the increasing adoption of the Full Circle line by members of Topco Associates, Skokie, Ill. Brian Kennedy, director of purchasing for PW Markets, a 10-store group in San Jose, Calif. — one of the first Unified members to stock the new line — said his company is “very excited about the prospects for the entire line. Having this new private-label program in natural and organic foods gives us the ability to compete with other retailers in our area who offer private-label organics and natural products.”