BEL AIR SETS EXPANSION OF NATURAL-FOOD DEPARTMENTS

AMITY K. MOORE

WEST SACRAMENTO, Calif. -- Raley's here is expanding its natural-food sections into all of its Bel Air Markets.

Added as part of resets expected to be completed by next spring at all 17 Bel Air stores, the 800- to 1,500-square-foot departments include natural and organic grocery products, along with refrigerated and frozen items, fresh bakery products, vitamins and herbs.

"This is a department we haven't had, but that our competition has had. We tried it in one of our stores and it seemed successful," said Bonnie Warren, customer service manager.

The section is an in-aisle area highlighted with wooden flooring and signs. Green shelving with a wooden fascia on the top shelf further distinguishes it from other departments, which have beige fixtures.

Raley's, Bel Air's parent, already has natural-food departments in its stores, said Anne Edey, buyer/merchandiser of natural and specialty foods.

"It made sense to have [natural] products in Bel Air also," Edey added.

"We have customers who are traditional natural-food shoppers and are looking for natural-food products that are displayed together," she added.

The rollout comes after a highly successful six-month test at one Bel Air store, Warren said.

Bel Air was able to make room for the new section by removing several old coffin freezers and replacing them with uprights, Edey said.

As resets are completed in each store, mailers are sent to people in the neighborhood, Warren said.