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Supervalu’s Wild Harvest private label will offer only cage-free eggs by the end of the year as part of the brand’s pledge to make it easier for customers to live well within a budget.
Wild Harvest sells more than 38 million eggs per year under 12 SKUs. Previously, the brand introduced 18-count cage-free eggs and 12-count free-range, non-GMO Project-verified eggs.
“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 VP of private brands. “Our decision to move toward exclusively cage-free eggs is just one more way we are expanding that commitment.”
Wild Harvest, which was launched in 2008, now offers more than 300 different products that are organic or free from more than 100 ingredients that consumers see as undesirable. The products are available at Supervalu retail banners, including Cub Foods, Farm Fresh Food & Pharmacy, Hornbacher’s, Shop’n Save and Shoppers Food & Pharmacy.