Smart & Final revitalizes Sun Harvest brand as sustainable PL line

Smart & Final has made a big addition to its natural, organic and sustainable offerings with a rebrand of its Sun Harvest private label, SN has learned.

The Los Angeles-based retailer relaunched Sun Harvest last Wednesday with 100 SKUs across perishables, grocery and nonfood categories that are now available in all stores, a company spokesperson told SN.

Marketed under the tagline “Nothing but Nature Inside,” Sun Harvest is divided into three main categories. “Organic” offerings include items like ground beef, tomato sauce and coffee.

“Simply” products contain no artificial colors, flavors or preservatives; hydrogenated oils; added hormones or antibiotics; or high fructose corn syrup. One example from this category is Simply Chicken Breast Filets, which are also raised in the open air and fed a vegetarian diet.

“Earth Friendly” encompasses paper goods and cleaning products that are made with recycled materials or without the use of chemicals harmful to the environment.

According to the spokesperson, Smart & Final continued to carry a small number of products under the Sun Harvest name after its Sun Harvest Markets banner was sold to Sprouts in 2011. In developing its sustainable private label products, the retailer chose to reuse the Sun Harvest name “as the best to communicate the essence of the brand.”

Smart & Final has “many more” products in development for Sun Harvest, the spokesperson added.

To promote the Sun Harvest line, Smart & Final is holding daily giveaways on Facebook April 15-28. One fan will receive a $25 gift card each day.