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Wal-Mart to Roll Back Prices on Organic Food

Wal-Mart Stores Inc (NYSE:WMT) wants Americans, even those on a budget, to buy more organic food.The retailer that leads U.S. stores in grocery sales said on Thursday it struck a deal to sell Wild Oats brand organic foods at non-organic prices.The move could help revive Walmart's flagging grocery sales and boost the profile of the resurrected Wild Oats brand.The effort also could turn up the heat on mainstream food sellers, such as Campbell Soup Co <CPB.N> and ConAgra Foods Inc <CAG.N>.Organic foods accounted for roughly 4 percent of total U.S. food sales in 2012, but growth in the category for years has outpaced the industry overall, buoyed by growing demand for simpler food made from natural ingredients.Organic foods often cost more than their conventional rivals and that has limited purchases by the legions of lower-income U.S. shoppers who are needed to propel a niche product into a national player.Walmart caters to that audience and says it will price Wild Oats products at par wit...

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