Dive Brief:
- Kroger announced Wednesday the launch of Field & Vine, a new private brand comprised of produce grown by U.S. farmers.
- The fresh produce line currently includes blueberries, blackberries, raspberries and strawberries.
- Kroger said Field & Vine offers high-quality berries during peak U.S. growing seasons.
Dive Insight:
Field & Vine not only ties into Kroger’s emphasis on fresh foods but also builds on the grocer’s extensive work to boost its private label assortment.
Farmers pick, pack and deliver the produce under Field & Vine to the grocer’s stores “during peak seasonality,” Dan De La Rosa, Kroger's group vice president of fresh merchandising, said in the announcement.
"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,” De La Rosa said.
Kroger is sourcing Field & Vine produce from farmers in California, Florida, Georgia, Michigan, New Jersey, North Carolina, Oregon and Washington state.
Local sourcing decreases transit time and allows for better freshness and quality, Kroger said. Identifying where produce is grown helps customers “feel good about supporting their local growers,” Matthew Giddings, chief operating officer of Always Fresh Family Farms, said in the announcement.
Fresh food has been a key selling point Kroger and Albertsons have made in support of their proposed merger, with the companies claiming their combination “is expected to advance Kroger's strategy of Leading with Fresh” by expanding their network of stores, distribution centers and suppliers.
Field & Vine marks the latest of several recent private label updates by Kroger. This spring the grocer revealed a revamp of its pet line Abound and added new oven- and microwave-ready seafood options to its Private Selection, Kroger and Home Chef brands. At the start of this year, Kroger said it reformulated popular deli and bakery items, including its Home Chef fried chicken and Private Selection cinnamon rolls.
In 2023, Kroger launched a Hispanic-inspired private brand called Mercado and also modernized the branding and website for Murray’s Cheese.
