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    7-Eleven Goes Organic

    Chain says new line of teas will meet changing taste and health concerns.

    DALLAS -- 7-Eleven Inc. last week announced that it would offer Bethesda, Md.-based Honest Tea's line of organic bottled teas in 240 stores in Colorado. The teas are the first certified organic products to be rolled out on a large scale in 7-Eleven stores.

    "At 7-Eleven, we need to continue to find ways to provide customers with product choices that meet their evolving needs," said Dennis Phelps, sales and marketing manager for 7-Eleven's central division.

    The organic industry has grown more than 20 percent every year since 1990, according to research by the Natural Marketing Institute, and 43 percent of U.S. consumers regularly use at least some organic products. This growing popularity has led the USDA to develop national organic standards, which this fall will be implemented through special "USDA Organic" seals placed on products that meet the standards.

    7-Eleven has also outfitted stores in the Colorado Springs area with "performance zones" featuring a selection of energy bars and nutritional supplements similar to that of vitamin specialty shops, the company said.

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