In a move that could dramatically impact Canada’s multibillion-dollar organic food industry, Walmart Canada has quietly introduced a new private brand selection of organic products under its private label behemoth Great Value. The move bolsters Walmart’s fast-growing grocery business as well as capitalizes on shifting consumer tastes. It’s a shift the retailer has undertaken in the United States, where they began selling in 2014 a collection of pantry staples under the Wild Oats organic brand along with select natural and organic sku’s in their Marketside and Sam’s Choice brands. I can’t help but wonder if Canadian consumers believe that Great Value organics are credible and authentic.
About a dozen Great Value “Organic” products can be found on the Walmart.ca. The products, range from cookies to pastas to popcorn, each display the Canadian federal logo certifying each item as organic.