Kroger is set to enhance its offerings with the launch of the Field & Vine collection, a line of seasonal berries that includes blueberries, blackberries, raspberries, and strawberries. This initiative aligns with the growing consumer demand for locally-sourced produce and supports American farmers. By sourcing berries from regions such as California, Florida, and Georgia, Kroger aims to highlight the freshness and quality of its products while reinforcing its commitment to sustainability.

According to the 2024 Power of Produce report by FMI – The Food Industry Association, berry sales have outpaced other fruits, leading to a significant opportunity for Kroger’s private label expansion. Notably, the report indicates that consumers show a keen interest in understanding the origin and cultivation of their food. With one-third of shoppers expressing a desire to learn more about produce origins, Kroger’s local sourcing strategy resonates well with current market trends.

The Field & Vine collection not only caters to consumer preferences but also emphasizes sustainability. The reduction in transportation time for locally-sourced produce leads to fresher fruits and less environmental impact. Juan De Paoli, Kroger’s VP of Our Brands, stated that this initiative amalgamates Kroger’s expertise in fresh produce with the goal of providing customers with quality, guaranteed freshness.

Matthew Giddings, COO of Always Fresh Family Farms, echoed this sentiment, noting that partnerships with Kroger enable farmers to deliver ripe, quality berries directly to consumers. As Kroger continues to serve over 11 million customers daily, this new product line solidifies its reputation as a leading retailer and contributor to local agricultural support. The Field & Vine berries are positioned to be a seasonal favorite, attracting customers looking for the best of what local farms have to offer.