Natural Grocers enters private label fray

Mike Troy
Editorial Director
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Natural Grocers is adding private label items which will be enable the 148 unit retailer to fulfill a value proposition based on affordability.

Natural Grocers claims to have gone “all in,” with the launch of its first private label line that initially consists of more than 50 products in 15 categories and a full pipeline of others.

"Our name has been defining the highest quality standards in the natural foods industry since before it really was an industry, so when it comes time to put our name on products, only the highest quality products will do, and we make sure that they are priced so that everyone can afford them," said Kemper Isely, Natural Grocers Co-President. "We want products that represent our values: hormone and antibiotic-free meats; pasture-based dairy; pasture-raised eggs; no artificial colors, flavors, preservatives, sweeteners, hydrogenated oils or partially hydrogenated oils and non-GMO; values that have been defining our family's mission since 1955--never compromising quality for the easy way through. When it comes to house brands, our products are the highest quality at an affordable price."

The all organic product lineup includes organic pasta sauce, olive oil, preserves, bread, apple cider vinegar, tortilla chips, taco shells, canned tomatoes, canned beans and canned vegetables, maple syrup, fair-trade coffee and frozen fruits. Those items will be in stores by November, with other items such as organic and 100 percent grass-fed cheese, organic and free-trade chocolate, organic coconut milk, 100 percent grass-fed beef jerky and organic frozen vegetables going on sale in 2019.