Seeing the potential in the growing organic grocery market, Meijer supermarkets have launched its own private-label brand. It will offer customers more than 200 different organic food items. The product line rolled out in March, with 150 items, with the remaining products being added throughout the year.

Meijer will continue to sell other branded organic foods, but the Meijer Oganics product line will be priced "noticeably lower" than is typical of organic products, says a company spokesperson. This reflects the growing number of supermarkets that are embracing organic products, but providing them at much lower and more value-oriented costs.

Based in Grand Rapids, Mich., Meijer operates 176 family owned supercenters in Michigan, Ohio, Illinois, Indiana and Kentucky.