NEW LEAF FOR STORE BRANDS

A new contender is entering the brawl for brand-name recognition in the produce department.It's the retailer.Grower-shippers have been slugging it out, particularly for the last few years, to establish their brand names in the consumers' consciousness. But now, supermarkets are slapping their own labels -- or that of their suppliers and wholesalers -- on the produce in their stores, altering the dynamic

A new contender is entering the brawl for brand-name recognition in the produce department.

It's the retailer.

Grower-shippers have been slugging it out, particularly for the last few years, to establish their brand names in the consumers' consciousness. But now, supermarkets are slapping their own labels -- or that of their suppliers and wholesalers -- on the produce in their stores, altering the dynamic in an already volatile trend.

Produce merchandisers, taki

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