Organic Food Company Bags Key Trial in Wal-Mart’s Aisles

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In the organic food industry, getting your Low-Fat Garden Vegetable Lasagna in the freezer cases of world’s largest retailer, Wal-Mart Stores Inc., is occasion for serious celebration.


But it’s a milestone that Carson-based Cedarlane Natural Foods Inc., the nation’s second largest maker of natural frozen entrees, will have to share with its Petaluma-based arch-competitor, Amy’s Kitchen Inc.


Both companies are shipping boxes of frozen meals and snacks made with vegetarian, mostly certified-organic ingredients for a three-month test at selected Wal-Mart Supercenters and the company’s smaller Neighborhood Markets stores. One or both brands could get long-term shelf space alongside Earthbound Farm’s bagged organic salads and Kashi Co.’s whole-grain cereals.


Better known for targeting working-class families, the Bentonville, Ark.-based retail behemoth is making forays into the yuppie market, particularly at its Supercenters, which merge a full grocery store with its flagship discount format.


Wal-Mart worked with around 3,000 new suppliers last year, according to Amy Hill, a company spokeswoman. Sometimes companies approach Wal-Mart, she said, but this time it was a Wal-Mart buyer who suggested adding Cedarlane and Amy’s. Cedarlane will supply 15 Wal-Mart distribution centers that serve 777 stores in the Midwest. Amy’s will supply most of the rest of the country.


Both companies already have a national presence in conventional grocery stores. In Southern California, Cedarlane products are available at Ralphs, Vons, Albertsons Inc., Stater Bros., Gelson’s and Bristol Farms markets, as well as the Whole Foods Market chain.


“We’ll target our products to whatever retailer has the customer base that wants our kind of product,” said Cedarlane spokesman Terry Mayo.

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