Dive Brief:

• Target Corp., the country’s second largest retailer, is working with several of the country’s prominent natural, organic, and sustainable brands to offer exclusive products, from food to household items.

• Meanwhile, the nation’s largest retailer, Wal-Mart Stores Inc., recently announced a partnership with natural foods grocer Wild Oats to provide organic foods at conventional-food prices.

• Both retailers have seen growth in sales of natural and sustainable products.

Dive Insight:

There is no better sign that sustainability has gone mainstream than this battle between America’s two mega-retailers in the category. Both Target and Wal-Mart have increased their lines of natural and sustainable products in the past few years, and have reportedly seen success with them. Look for efforts by these two to affect not just each other’s competition, but also the plans of other retailers like Whole Foods with product lines in these same categories.