Price can be a big deterrent to purchasing organic food, which typically costs more than conventional items.
Wal-Mart, in partnership with former retailer Wild Oats, is going to sell organic products at prices comparable to conventional foods, and about 25 percent cheaper than other organic retailers.
Lower Prices, Higher Demand
The natural foods retailer Wild Oats was acquired by Whole Foods in 2007. The company is relaunching with a line of organic consumer goods.
Wild Oats' line won't be exclusive to Wal-Mart, but the prices will be.
Wal-Mart's push to offer organics at a cheaper cost could level the playing field for consumers.
In the short term, however, organic ingredients may get more expensive due to increased demand.
Organics Growing In Popularity
Demand for organic products has grown in recent years, with forecasts of a 10 to 12 percent annual increase through 2020.
Select Walmart locations will begin stocking the lower-priced organics as early as this month.