SuperValu Enters Organic-Foods Space

Minneapolis, Sunflower Market is the name of a value-priced natural-and-organic-foods format soon to be debuted by SuperValu. The first location is to open in Indianapolis this coming January.

Sunflower Market stores will range in size from 12,000 sq. ft. to 15,000 sq. ft. and stock between 8,000 and 12,000 SKUs.

The new format is SuperValu’s attempt to cash in on a growing demand for natural and organic foods. The food wholesaler’s consumer research found that 96% of consumers use fresh organic produce at least occasionally, and 66% of U.S. consumers seek out organic foods. SuperValu’s research also found that the concern that did the most to keep consumers away from such foods is price.