BOISE, Idaho – When Albertsons wanted to give its Open Nature natural brand a face lift, it turned to customers for their ideas, according to Supermarket News.

Albertsons’ shoppers were invited to create the look of the “ideal natural brand,” complete with a logo and new package design, and thousands responded enthusiastically.

The new look, dubbed “Green Farm,” now can be seen on each of the 450-plus Open Nature products across Albertsons Company’s 17 grocery banners in 38 states and the District of Columbia. Management is bullish on Open Nature and believes it will be the company’s next billion-dollar brand.

Natural and organic items are doing well for the chain. In a mid-May investor presentation, Albertsons reported that the category has grown 19% over the past three years, with an annual growth rate of 7.8%. The category’s sales penetration across the store is 12.3%, up nearly 1% year over year.