U.S. Farmers Highlighted in Kroger’s New Private-Label Brand.

In what has become a significant year for private-label brands, The Kroger Co. has introduced a new line dedicated to local farmers. The latest addition to the Cincinnati-based supermarket company’s Our Brands portfolio is Field & Vine, a collection of produce sourced exclusively from U.S. farmers located in California, Florida, Georgia, Michigan, New Jersey, North Carolina, Oregon, and Washington.

Currently, Field & Vine features a selection of berries, including blueberries, blackberries, raspberries, and strawberries.

Courtesy of Kroger

“Harvesting at just the right time during the U.S. growing season enables us to offer our customers an enhanced fresh experience, providing the highest-quality, best-tasting berries possible,” said Dan De La Rosa, Kroger’s group vice president of Fresh Merchandising, in a press release.

This new produce line follows Kroger’s March launch of a private-label seafood line that includes various fish products such as salmon, tilapia, cod, and swordfish.

The rise of private-label products has proven to be a strong asset for Kroger, which has experienced rapid market growth in recent years. In August 2023, data analytics firm Numerator reported that Kroger’s Smart Way line emerged as the fastest-growing private-label brand in the second quarter of the year.