ORGANIC BREAD IS SPROUTING AS SUCCESSFUL NEW PRODUCT OFFERING

ROSEANNE HARPER

BRONX, N.Y. -- Food Emporium here is test-marketing organic bread. After initial positive results, the retailer now plans to add varieties and try out an additional line.

The program was introduced about two months ago in the 33-unit division of a Montvale, N.J.-based A&P.

"We're very pleased with the results. Already, consumer reaction has been good. We'll definitely continue carrying it and will offer more varieties," said William Vitulli, vice president, community and government relations for A&P. He said the line is available to all Food Emporiums, but a decision hasn't yet been made on whether it will be offered in A&P units.

The loaves offered currently are pre-sliced. They are sourced from an outside company, and arrive fully baked and frozen. Sourdough, wheat, multi-grain wheat, and California-style (which is described as a protein bread) are now offered. All are $3.99 for a 24-ounce loaf. Vitulli said it hasn't been decided what other varieties will be added.

The new line the retailer plans to test is an organic Kosher line which will be baked by a New York City area company and delivered to stores daily, Vitulli said. He said the company hasn't yet decided what items in that line will be offered, nor have prices been determined.

"We decided to try both lines first [before deciding whether to carry them in A&P stores] in the Food Emporiums, which have a generally upscale clientele who like to try new items," Vitulli said.

"Our bakery people see organic bread as an up-and-coming commodity even though it's more expensive," he added. He said that since price is always an important factor, it's encouraging that despite the price, the organic product is doing very well.

Generally, organic breads are priced higher than their non-organic counterparts. SN found that a 16-ounce loaf of non-organic wheat bread at a Food Emporium bakery in Manhattan was $1.99. At that rate, 24 ounces would be $2.99, a dollar less than the 24-ounce loaf of organic wheat bread. Depending on the variety of bread, however, the price spread wouldn't necessarily be so large.

"With the nutrition labeling law and the general interest in products that have all-natural ingredients, we think the future for organic bread is good," Vitulli said. He added that the division will advertise the breads occasionally in its circulars.

In a recent Food Emporium circular, an eighth of a page was devoted to the organic bread. It said, "Certified Organic. Organic grains, sprouted and produced with filtered water, made with no added oil." The ad featured sprouted wheat bread and sprouted wheat bagels. Prices weren't listed.