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BENTONVILLE, Ark. -- Wal-Mart is bringing out a private label organic milk in stores under it's Great Value label produced by Boulder, Colo.-based Aurora Organic Dairy, reported Progressive Grocer.

Half-gallon cartons have been introduced at 1,200 Supercenters and Neighborhood Markets, Wal-Mart spokeswoman Karen Burk told The New York Times.

Aurora already supplies Safeway, Costco, Target and Wild Oats with proprietary brands of organic milk.

Critics of the dairy, including activist groups and other organic dairies charge Aurora that its farms do not uphold the principles of organic agriculture and that its cows to not spend any significant time roaming pastures or eating fresh grass, Progressive Grocer reported.

Wal-Mart and its supplier have responded to the claims, stating that its two farms in Colorado and Texas are in full compliance with the Agriculture Department’s standards on organic dairy.