Walmart to Drive Down Organic Food Prices

Organic Food Prices
Organic Food Prices

Leading grocer Walmart announced today it will carry Wild Oats organic food items. Originally introduced in 1987, Wild Oats will relaunch at Walmart starting this month with a new, more affordable price point on different products.

The products cover a broad variety of categories – from salsa and pasta sauce to quinoa and chicken broth. Customers will save 25 percent or more when comparing Wild Oats to national brand organic products, according to Walmart.

Savings claim is based on item price comparisons (per ounce) of 26 nationally branded organic products available at Walmart stores. Research was conducted in April 2014, says Walmart.

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Wild Oats, as a provider of organic groceries, will feature the following lines at Walmart:

  • Wild Oats Marketplace Organic, which adheres to USDA guidelines for organic certification and includes everything from canned vegetables (15 oz) at $.88 to a full range of spices such as paprika, curry powder and ground cinnamon (2 oz) starting at $2.48. Organic items represent nearly 90 percent of the Wild Oats offering.
  • Wild Oats Marketplace, which includes products with simple and real ingredients such as ready-to-prepare skillet meals (5.8 oz) at $1.50.
  • Wild Oats Marketplace Originals, offering new and uniquely formulated items, will be available later this year.

“We know our customers are interested in purchasing organic products and, traditionally, those customers have had to pay more,” said Jack Sinclair, executive vice president of grocery at Walmart U.S.

“We are changing that and creating a new price position for organic groceries that increases access. This is part of our ongoing effort to use our scale to deliver quality, affordable groceries to our customers.”

The Wild Oats brand meets customer demand for more affordable organic foods. In fact, internal research found that 91 percent of Walmart shoppers would consider purchasing products from an affordable organic brand at the retailer, says Walmart.

“By partnering with Walmart, Wild Oats is starting a movement that makes it easier than ever for customers to access affordable organic and natural products,” said Tom Casey, CEO of Wild Oats.

Walmart and Wild Oats will introduce nearly 100 products as part of the line, removing the price premium associated with organic groceries.

RMN News

Rakesh Raman