A&P Launches Green Way Organics

MATTHEW ENIS

MONTVALE, N.J. — A&P here has launched Green Way, a new line of private-label organic, all-natural and environmentally friendly products. Developed as part of the company's Own Brands private-label portfolio, the new Green Way brand will encompass products made without the use of pesticides, chemicals or artificial fertilizers, and will soon feature more than 200 items, including breads, baby carrots and other fresh vegetables, fresh herbs, milk, yogurt, extra virgin olive oil, salsas, sauces, balsamic vinegar, dressings and more.

“There's two types of customers when it comes to organic and natural foods: those who have a lifestyle that consistently involves organic and natural foods, and those who would like to purchase more organic and natural foods but have always felt that price was a hurdle for them to purchase those products,” Doug Palmer, vice president for A&P's Own Brands, told SN. “Green Way is priced at a level that they can afford day in and day out.”

He continued: “[Green Way] is one more tool in our arsenal that allows us to offer shoppers what they want. We serve one of the largest metro markets in the country, and we've gotten numerous requests from our consumers for a private-label organic and natural line, because they want something affordable.”

Palmer added that one factor that will make the Green Way brand unique among private-label natural and organic lines is its focus on eco-friendly and sustainable packaging.

“Our desire is to make this package 100% sustainable,” he said. “Not all of our suppliers have that capability, but where we can identify packages that are 100% recyclable, or packages that have some sort of bio- or photo-degradable attribute, we're going to tout that out on the package. And we're pushing our suppliers hard to get there. I think that's got to be a key element going forward — not just for Green Way, but for [all] natural and organic products: It's not just about the product, it's also about the packaging, and what we do with it after consuming that product.”

Several products in the Green Way line have already debuted in a soft launch, begun in December 2008. Company representatives said that special Green Way promotions are being readied for the week of Earth Day, April 22, including in-store sampling programs, product demos and other marketing and public relations efforts to highlight the new brand.

In addition, to familiarize shoppers with the new brand name, A&P has rolled out a collection of reusable, all-natural cotton canvas bags — including a laundry bag, a canvas tote and a backpack — that feature Green Way branding.

Green Way products will be available at A&P banner stores, including A&P, SuperFresh, Waldbaum's and selected Pathmark locations.