BIG Y SETS OUT OWN-LABEL ORGANIC BREADS

ROSEANNE HARPER

SPRINGFIELD, Mass. -- Big Y Foods here has added a line of certified organic breads under its own private label in the in-store bakeries of selected stores.

The chain introduced the bread in nine varieties at 12 of its stores last month and is considering rolling it out to additional units.

"We're taking a look at sales right now. They're good, but it's too early to tell [whether to put the product into additional stores]," said John Schnepp, director of in-store bakeries at the 37-unit chain.

The organic breads were added at particular locations in response to customer requests, Schnepp added. The top seller at Big Y's stores is organic wheat, according to Schnepp. Like most of the other varieties, it is priced at $2.99.

The products are sourced from Alvarado St. Bakery, a Rohnert Park, Calif., manufacturer of certified organic whole grain breads and bagels that has recently begun distribution of its products to supermarkets on the East Coast. Among other chains that carry the company's products are Grand Union, Wayne, N.J., and A&P, Montvale, N.J.

Big Y had the bread packaged with its own label because company policy prohibits merchandising branded products in the chain's in-store bakeries. A small number of other products carried in the in-store bakery are sourced from outside but carry the Big Y label, Schnepp said.

Big Y displays the breads on light-finish, natural wood racks near the service counter in its in-store bakeries.

The sliced breads are packaged in clear bags with three sticker-type labels. One lists bread type and ingredients, another lists nutrition facts, and the third label has "Big Y" printed in red on a white background.

The best-selling sprouted wheat bread contains organically grown sprouted wheat berries, organically grown raisins, fresh yeast, sea salt and lecithin.

On the West Coast, sprouted sourdough is one of the manufacturer's top sellers and California-style bread, which contains soy beans and lentils in addition to several whole grains, is the company's top seller overall. It makes up 20% of the company's sales, according to an Alvarado St. spokeswoman.

"The combination of grains and legumes makes a complete protein. Vegetarians love it," she said.