Frozen all-natural and organic steam vegetables and waffles are among those items in a new Nash Brothers Trading Company private label brand from wholesale retail distributorNash Finch, Minneapolis.

President & CEO Alec Covington said Nash Finch will "place a lot of emphasis on expanding the brand" in coming months.

A dedicated Web site at suggests that the line will include organic, all-natural and premium categories. The brand is named for founders Fred, Edgar and Willis Nash, who founded the company as a Minnesota retail store in 1885.