We spend a lot of time talking to our customers. They tell us that one of the challenges they face is feeding their families on a budget. And when it comes to purchasing organic options, cost is often one of the biggest barriers. At the same time, there’s a shift happening at the dinner table. Interest in food that is organic is growing.

At Walmart, our perspective on this consumer demand is simple: we don’t think that people who want to eat organic should have to pay more for their food. That’s why we’re proud toannounce the launch of Wild Oats, a line of organic foods to be sold at Walmart stores, without the price premium typically associated with these products.

Beginning this month, we’re rolling out approximately 100 different items – foods like organic pasta sauce, spices, chicken broth, canned beans, salsa and other grocery products.  With the introduction of Wild Oats, we estimate customers who purchase organic items at Walmart can save nearly 25% or more on their grocery bill when compared to other organic products on our shelves.*

While you may not think of Walmart as a destination for organic groceries, we are.  We offer more than 1,600 organic grocery items including produce, dairy products like milk and yogurt, and national branded packaged goods. Organic food is also becoming more popular among our customers. Internal research found that 91% of our shoppers would purchase affordable organic products in our stores.

This is why we're using our scale to deliver quality, organic groceries to our customers for less. When we do this, it’s a win, win, win -- for our customers, our suppliers and our company. Our customers can trust that they will save money at Walmart, our suppliers can count on us for the demand and we are able to offer innovative new products. 

This isn’t about telling our customers what to eat, nor is it an endorsement of certain foods. It’s about leveraging our scale to provide access to the choices that currently elude too many families in our country. It’s just one more way we’re helping our customers save money so they can live better. 

Editor’s Note:  Savings claim is based on item price comparisons (per ounce) of 26 nationally branded organic products available at Walmart stores. Research was conducted in April 2014.