It's still a company and a brand, even if it's a private label or white label products. It's still an investment with the potential to lose a ton of money. It's still a business. I still think the idea that NYC's grocery stores are somehow going to out compete stores with much larger volume is just a ludicrous prospect. Especially when they're going to pay their employee's more.

But, maybe it works and I'm missing something. I mean, is it a worthwhile experiment? Sure, but I hope there is a cap on how much money they're allowed to lose before the program is shuttered.