A&P Officially Introduces Green Way Brand

Although the brand is already appearing in the Great Atlantic & Pacific Tea Co., Inc.’s (A&P) banner stores as part of a soft launch begun late last year, the company yesterday officially rolled out Green Way, its new private label line featuring over 200 products designed to be high-quality, affordable and eco-friendly. A&P developed the product line as one of more than 10 brands in the grocer’s growing Own Brands private label grocery program.

Made without the use of harmful pesticides, chemicals or artificial fertilizers, items in the product line include whole wheat bread, organic baby carrots, extra virgin olive oil, salsa, sauces, canned tomatoes, breads, balsamic vinegar, dressings, vegetables and even cleaning products.

To complement the line, A&P has brought out a collection of reusable, all-natural cotton canvas bag in three styles: a Laundry Bag, with a sturdy over-the-shoulder strap, a drawstring closure and a “wash me” quote on the front; a Canvas Tote Bag, featuring a “good for you, good for the earth” quote; and a Backpack, which has drawstring closure, a large front pocket and can be used for carrying books and other belongings.

The Green Way line is available at all A&P banner stores.

Montvale, N.J.-based A&P operates 444 stores in eight states and the District of Columbia under the following trade names: A&P, Waldbaum's, Pathmark, Best Cellars, The Food Emporium, Super Foodmart, Super Fresh and Food Basics.