Natural Grocers Launches New Private Brand

Late last week, Colorado-based natural and organic retailer Natural Grocers announced the launch of its new eponymous private brand. The launch includes over 35 different new items across 10 categories.

“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 new Natural Grocers Brand includes organic pasta sauce, organic olive oil, organic preserves, organic bread, organic apple cider vinegar, organic tortilla chips, organic taco shells, organic canned tomatoes, organic canned beans and organic canned vegetables, organic maple syrup, organic and fair-trade coffee and organic frozen fruits are expected to be introduced in November. Other exciting items such as organic and 100% grass-fed cheese, organic and free-trade chocolate, organic coconut milk, 100% grass-fed beef jerky and organic frozen vegetables are already in the pipeline and are expected to be in stores in 2019. The introduction of Natural Grocers’ new private brand is expected to have a positive impact on the overall mix of organic products in the private label category.

To highlight the differentiators of a few of the new Natural Grocers Brand products, the premium organic pasta sauce is made with heirloom tomatoes from plants that haven’t been altered for generations and with no added sugars. The organic extra-virgin olive oil has not been blended with any other type of oil or treated with heat or chemicals. The preserves use a family recipe dating back to the 1800s and are made in small batches.

Natural Grocers has teamed up with How2Recycle, whose mission is to get more materials in the recycling bin by taking the guesswork out of recycling. To that end, it has created a standardized labeling system that clearly communicates recycling instructions to the public.  Recyclable packaging is an important component of Natural Grocers eco-friendly and sustainable practices. Their partnership with How2Recycle is a natural fit as it relates to its private label offerings.

As for future plans, Natural Grocers aims to continue providing customers with the highest quality private label options at affordable prices in as many categories as can be sourced, but it will never sacrifice quality over quantity.

This past weekend the retailer hosted a sampling of Natural Grocers Brand Organic Extra Virgin Olive Oil, Natural Grocers Brand Raw and Unfiltered Clover Honey, Natural Grocers Brand Organic Apple Cider Vinegar and Natural Grocers Brand Organic Seedless Raisins.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.