Walmart Launched Great Value Organic in Canada

Great Value OrganicIn 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 The products, range from cookies to pastas to popcorn, each display the Canadian federal logo certifying each item as organic.

Great Value Organic 1 Great Value Organic 2

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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.