Wegmans Integrating Organic, Conventional Produce

ROCHESTER, N.Y. -- Wegmans Food Markets here is gradually integrating organic produce items with their conventional counterparts, section by section, at all of its stores.

"It's our belief that consumer decisions are easier when all the choices can be seen in one place," said Mary Ellen Burris, the retailer's v.p. of consumer affairs, in her online column. She offered another straightforward reason for the change: "There are higher organic sales with such integration."

Higher sales, in turn, "[help] to ensure an increased supply, as growers contemplate whether to transition to organic produce or keep growing conventionally," Burris added.

Despite its proximity, the organic and conventional produce will be "separated and clearly identified," according to Burris, to avoid any customer confusion.
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