In the ultimate differentiating private brand move Kroger and Infarm today announced a partnership that will bring modular living produce farms to North America, delivering produce picked so fresh you can see the roots. The partnership between Kroger and Infarm marks the first-of-its-kind in the United States.

The living produce farms will launch this month at two of the 15 stores planned at Kroger banner QFC stores in Bellevue and Kirkland, Washington. Using hydroponic technology, the produce will grow on-site at the participating QFC stores, removing the need for extended transportation and storage and producing a more eco-conscious product.

Suzy Monford, Kroger’s group vice president of fresh

The farms are designed to scale and will provide shoppers the freshest and most sustainable living produce options available.

“Kroger believes that everyone deserves to have access to fresh, affordable and delicious food, no matter who you are, how you shop or what you like to eat,” said Suzy Monford, Kroger’s group vice president of fresh. “Our partnership with Infarm allows us to innovate by combining ground-breaking in-store farming technology with our passion for fresh, local produce and ecological sourcing. Kroger is excited to be first to market and offer the best of the season, and we’re proud to lead the U.S. on this journey.”

Erez Galonska, CEO and co-founder at Infarm

“We want to make fresh, pure, tasty and nutritious produce available and affordable for everyone,” said Erez Galonska, CEO and co-founder at Infarm. “Kroger’s commitment to innovation, quality and flavor makes them the perfect partner with which to launch our business in the United States and for the first time in North America.”

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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.