The world of organic produce is increasingly attracting retailers, who see it as an opportunity to differentiate their assortment and enhance their brand image. Examples include Edeka, which has established a cooperation agreement with the organic label Alnatura for the introduction of 400 new organic products, Auchan which intends to expand distribution of private label organic products through the Coeur de Nature supermarkets, and Coop which is aiming to double its sales of organic food in Denmark by 2020.