Organic Food Goes Mainstream, But Whole Foods Is Undaunted

Sales of organic food and nonfood in the U.S. rose 11.5 percent in 2013 after slowing to 4.6 percent during the recession in 2009, according to the Organic trade Association. Organic food is catching on among mainstream retailers, which could be a bad sign for Whole Foods Market. Kroger’s Simple Truth organics and naturals line reached a billion dollars in sales two years after launch. Walmart is expanding its organic food line while keeping prices – usually a 20 percent premium – the same as conventional foods. Another sign of the times: McDonald’s may add organic items to its menu as it tries to boost same-store sales. Whole Foods says it’s not worried by the mainstream organic trend because it adheres to a higher quality standard – and is lowering prices.