Wal-Mart inks deal with Wild Oats to sell more organic food

The same week Dollar General said it’s paring down items, Wal-Mart Stores inked a deal with Boulder, Colo.,-based Wild Oats to introduce 100 new organic products to Wal-Mart shoppers promising savings up to 25% against other national organic brands.

“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.”  

Wild Oats, adheres to the U.S. Department of Agriculture’s guidelines for certified organic products. The company was founded in 1987 as a natural food store chain. It was reorganized into product supplier in 2011.

Wal-Mart said the Wild Oats branded products will launch this month with a new lower price point for salsa, pasta sauce, quinoa and chicken broth.

The Wild Oats brand meets customer demand for more affordable organic foods. Wal-Mart said internal research found that 91% of its shoppers would consider purchasing products from an affordable organic brand at the retailer.

“By partnering with Wal-Mart, 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. “Our availability at Wal-Mart will allow us to finally pass along scalable savings directly to consumers. We are reinvigorating our brand by bringing great tasting Wild Oats products to more customers than ever before.”