The Kroger Field & Vine Collection Showcases Berries
Michael Hemsworth — August 1, 2024 — Lifestyle
References: kroger & progressivegrocer
The Kroger Field & Vine collection is a new range of private label berries being launched by the grocer to provide consumers with access to produce at its peak of freshness, while also highlighting the farmers behind it.
The range includes blackberries, blueberries, raspberries and strawberries sourced from growers in California, Florida, Michigan, Georgia, North Carolina, New Jersey, Washington and Oregon. The limited-time range of berries also align with the brand's commitment to greater sustainability efforts by cutting down on transit time by offering locally produced options.
Group VP of Fresh Merchandising Dan De La Rosa spoke on the Kroger Field & Vine collection saying, "Harvesting at just the right time during the U.S. growing season allows us to provide our customers with an enhanced fresh experience, offering the highest-quality, best-tasting berries possible. We are thrilled to launch Field & Vine in collaboration with local farmers who enable Kroger to feed families across America every day."
The range includes blackberries, blueberries, raspberries and strawberries sourced from growers in California, Florida, Michigan, Georgia, North Carolina, New Jersey, Washington and Oregon. The limited-time range of berries also align with the brand's commitment to greater sustainability efforts by cutting down on transit time by offering locally produced options.
Group VP of Fresh Merchandising Dan De La Rosa spoke on the Kroger Field & Vine collection saying, "Harvesting at just the right time during the U.S. growing season allows us to provide our customers with an enhanced fresh experience, offering the highest-quality, best-tasting berries possible. We are thrilled to launch Field & Vine in collaboration with local farmers who enable Kroger to feed families across America every day."
Trend Themes
1. Local-sourcing Initiatives - Local-sourcing initiatives are gaining traction as brands like Kroger focus on reducing transit times and enhancing product freshness by partnering with nearby farmers.
2. Sustainable Food Practices - Sustainable food practices are being spotlighted in the industry, with companies like Kroger emphasizing seasonal and locally produced goods to support environmental goals.
3. Private Label Innovations - Private label innovations are becoming a key differentiator in the grocery sector as retailers launch exclusive product ranges featuring premium quality and farm-to-table connections.
Industry Implications
1. Grocery Retail - The grocery retail industry is increasingly capitalizing on exclusive private label lines to attract consumers seeking high-quality, fresh produce.
2. Agriculture - Agriculture is seeing a shift towards collaboration with retail chains to meet consumer demand for locally sourced and sustainably grown produce.
3. Sustainable Packaging - Sustainable packaging is experiencing growth as grocery brands adopt green initiatives to appeal to environmentally conscious consumers and reduce their carbon footprint.
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