LONDON (FNS) -- Tesco PLC wants to get more out of organics.
The United Kingdom's largest food retailer has launched an initiative in some of its stores to boost sales of organic fruit and vegetables by pricing the traditionally pricier produce the same as nonorganic product.
"We believe more of our customers want to buy organic produce," said Tim Mason, Tesco's marketing director. "But they don't like having to pay more than the going rate."
Tesco has increased t