Wild Harvest Commits to 100% Cage-Free Eggs

Wild Harvest eggsIn keeping with its commitment to make it easier for families to live well and within their budgets, the Supervalu private brand Wild Harvest announced today that it plans to make 100% of its shell eggs cage-free by year end.

“The Wild Harvest brand is focused on providing consumers with affordable, organic and free-from products sourced from farmers, ranchers and suppliers dedicated to environmentally and socially conscious practices,” said David Young, SUPERVALU’s vice president of private brands. “Our decision to move toward exclusively cage-free eggs is just one more way we are expanding that commitment.”

The Wild Harvest brand annually sells more than 38 million eggs under 12 different product varieties or SKUs. Earlier this year, the brand introduced a new 18-count cage-free egg, as well as a free-range, Non–GMO Project-verified 12-count egg product.

Wild Harvest products are available at Supervalu retail banners, including Cub Foods, Farm Fresh Food & Pharmacy, Hornbacher’s, Shop ‘N Save and Shoppers Food & Pharmacy, as well as independent grocery retailers nationwide.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.