Organic brand brings new 'life' to Sam's Club shelves

In an ongoing effort to refresh its selection of on-trend food products, Sam's Club is once again expanding its offering when it comes to organics.

The retailer plans to carry anew organic brand called ecoLife in select Sam's Club locations starting on Aug. 1. The ecoLife product portfolio will include authentic rice, beans, ancient grains and seeds sourced from their country of origin. One hundred Sam's Club stores will carry the 4LB Organic ecoLife Quick Cook Authentic Brown Basmati Rice, which cooks in only 12 minutes (as opposed to the 40 minutes normally required to prepare brown rice).

The addition of the ecoLife line of products, manufactured by Lt Foods, shows Sam's Club's increased focus on expanding its selection of trendy food products, which consumers are demanding more of.

"Organic is the new norm," said Peter T. O'Grodnick, senior category buyer at Sam's Club. "Our Members look to us for healthy options. More than ever, we are able to offer clean labels that not only taste good but we are also able to save them money compared to a traditional Health Food Retail outlet. The ecoLife Organic Basmati Rice is a perfect example and one of many options our members will be happy to find within the club."

"We are excited about introducing ecoLife to the mass market by partnering with Sam's Club. We believe that we are creating excitement in the rice category by offering a premium, organic and authentic basmati dining experience that delivers taste and nutrition in 12 minutes," said Abhinav Arora, president of LT Foods Americas.