Natural Grocers Launches New Private Label Line

In a move to extend its brand into the growing private label category, Natural Grocers by Vitamin Cottage has launched a new line, Always Affordable, featuring more than 35 new items across 10 categories.

The Lakewood, Colo.-based retailer said the launch continues its commitment to its founding principles of “highest quality products” at affordable prices, with offerings touting health claims such as antibiotic-free, no artificial colors and non-GMO.

"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," Kemper Isely, co-president of Natural Grocers, said in a statement. "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."

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The Always Affordable private label line features organic products such as pasta sauce, olive oil, preserves, bread, apple cider vinegar, tortilla chips, taco shells, canned goods, maple syrup and fair-trade coffee, with plans to introduce organic frozen fruits in November and organic frozen vegetables in 2019.

Other items include organic and 100% grass-fed cheese, organic and free-trade chocolate, organic coconut milk and 100% grass-fed beef jerky.

With sustainability and eco-friendly practices at the core of the retailer’s values, Natural Grocers has also teamed up with How2Recycle, a standardized labeling system that aims to get more materials into the recycling bin by clearly communicating recycling instructions.

To celebrate the launch of its Always Affordable line, Natural Grocers is hosting a sampling event Sept. 29 from 1 to 3 p.m., offering tastings of its organic extra virgin olive oil, raw and unfiltered clover honey, organic apple cider vinegar and organic seedless raisins.