Roundy's Introduces Organic Private Label

MILWAUKEE - Roundy's Supermarkets has added organic products in multiple categories, including dairy, frozens and dry grocery. The retailer, who operates the Pick 'n Save, Copps and Rainbow Foods banners, introduced 313 new own-brand items this year, with organics comprising a small portion of the total. However, as more consumers become familiar with organic foods, Roundy's will add more, according to Robert Mariano, chief executive officer. The initial organic private-label rollout includes soy milk, vitamins, canned vegetables, dry pasta, frozen fruit and vegetables, and frozen pizza.