AHOLD FULFILLS A PROMISE

Ahold USA hopes that waiting to launch its Nature's Promise natural and organic store brand will cause a bigger impact with a larger line of products than its faster-moving peers.Having a "second-mover advantage has enabled us to get into more purely organic products," said Graham Mitchell, director of product development for Braintree, Mass.- based Ahold.Nature's Promise was set to start appearing

Ahold USA hopes that waiting to launch its Nature's Promise natural and organic store brand will cause a bigger impact with a larger line of products than its faster-moving peers.

Having a "second-mover advantage has enabled us to get into more purely organic products," said Graham Mitchell, director of product development for Braintree, Mass.- based Ahold.

Nature's Promise was set to start appearing Oct. 2 in both Giant Food, Landover, Md., and Stop & Shop Supermarkets of

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