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To make natural, organic and earth-friendly products easier for its shoppers to find, Publix offers a shelf tag program. The tan-colored tags include in some cases an information icon to provide additional help with product selection. The three types of shelf tags are:
--Organic: An information icon found at the bottom right-hand corner of the tag denotes “USDA Organic,” which means the item contains 95 percent to 100 percent organic ingredients.
--Made with Organic Ingredients: An information icon stands for “Made with Organic Ingredients,” meaning that the item is made with 70 percent to 94 percent organic ingredients.
--Natural or Earth-Friendly: These shelf tags have no information icon, but the tan color is meant to inform customers the item is minimally processed; contains no artificial colors, flavors, preservatives, or sweeteners; or produced in a way that minimizes any adverse environmental effect.
“The tan shelf tags allow customers to simply look at the tag color and icons to identify natural or organic products, rather than having to look at the details of the product label itself,” noted Maria Brous, Publix’s director of media and community relations. “Customers interested in avoiding chemicals, added hormones and additives in foods can quickly and easily find organic, natural and earth-friendly items throughout the store.”
The company uses the tags for items sold under the Publix and Publix GreenWise Market brands, as well as for national brand products. Information about the natural and organic tags is available on Publix’s Web site, in addition to background on its “Nutrition Facts” shelf labels.
Privately owned and operated by its 139,000 employees, with 2008 sales of $23.9 billion, Lakeland, Fla.-based Publix operates 1,010 stores in Florida, Georgia, South Carolina, Alabama and Tennessee.