Better-For-You Products

Kroger is quickly becoming a top destination when customers are looking for affordable and accessible organic and natural foods. We offer thousands of natural, organic and eco-friendly product choices to meet our customers' needs and preferences for their families and homes. Kroger continues to be one of the largest natural food retailers in the U.S. by sales volume. Natural foods have seen double-digit growth in Kroger stores for the past several years—in fact, Kroger’s sales of natural and organic products reached more than $16 billion in 2017.


Stores have natural & organic products sections for packaged goods


Average number of natural & organic products carried in stores

Live Naturally

Natural and organic food products in Kroger are sold in the Live Naturally sections of the store, which are found as stand-alone departments, but increasingly are being integrated throughout the store. Customers can identify these products in store by looking for the Live Naturally leaf in our store signage and on shelf tags. All the products within this departments must adhere to Kroger's strict natural food guidelines, which means they must refrain from using 101 ingredients, flavors and preservatives our customers tell us are undesirable. These sections also include organic and non-GMO products.

Natural Foods Innovation Summit: We hosted our inaugural Natural Foods Innovation Summit in Cincinnati this year, bringing 40+ brands directly to our offices to connect with our merchandising and Our Brands teams on emerging trends and products. A second summit followed in early 2018, and we will continue to host these events to bring true innovation and emerging brands to our stores to suit our customers’ lifestyles.

Supplier Spotlight

Seventh Generation is a company and brand long known for its sustainable business practices. The company’s mission: “To inspire a consumer revolution that nurtures the health of the next seven generations.” Kroger offers our customers a wide assortment of Seventh Generation products in categories like laundry, household cleaning, dish cleaning, household tissue and baby diapering. These products align with Kroger’s Live Naturally platform because they are free from 101 artificial ingredients, including artificial brighteners, scents and dyes. Relevant Seventh Generation products are certified to the USDA Biobased Products standard, while paper products and plastic packaging are all made from 100% recycled material.

Organic and non-GMO

Kroger is proud to offer a wide variety of certified Organic products in our stores, such as produce, dairy, meats, beverages and center-store items like coffee and tea, grains, canned goods, sauces and snacks. In fact, in 2017, we carried nearly 9,000 organic items in our stores and achieved $1 billion in sales of organic produce. To make this happen, our dedicated procurement team partners with more than 300 organic produce growers and suppliers every year to bring our customers an exciting selection of organic fruits and vegetables.

There is growing interest from our customers about genetically modified organisms (GMOs). Customers seeking to avoid GMOs can choose from the many products we carry that are certified to be non-GMO. They can also consider certified Organic products, since the National Organic Program standards do not allow GMOs in the production of organic products.

gallons of milk produced in 2017

Kroger organic product manufacturing: Kroger Manufacturing currently operates several certified organic processing facilities across the country that produce a wide variety of organic products including breads, buns, nuts, oatmeal, soy milk, orange juice, and dairy products such as milk, yogurt, cheese and ice cream.

Supplier Spotlight

Once Upon a Farm is an organic, cold-pressed, “As Fresh As It Gets” refrigerated baby and kid food brand. The Once Upon a Farm company, based in California, and its products have many features that offer environmental sustainability, social benefits and healthy features to our customers. For example, ingredients are Certified Organic and Non-GMO Project Certified to support environmentally-friendly farming practices; the BPA-free packaging is recyclable through a recycling partnership with TerraCycle; and the production process uses high-pressure processing (HPP) to lock in nutrients, taste and texture while ensuring the highest levels of food safety.

Simple Truth® and Simple Truth Organic®

Our natural and organics store brands, Simple Truth® and Simple Truth Organic®, reached a milestone of $2 billion in annual sales in 2017—this was within five years of launching the brand exclusively in our stores. Both product lines have clearly defined product standards to distinctly communicate to shoppers what they do or do not include. The Simple Truth brand offers more than 1,400 products across multiple categories, including grocery, meat, produce, deli, bakery, baby, household essentials and personal care. In fact, it has become the second-largest brand sold in our stores and Kroger has led the way in making this category more mainstream and accessible for customers.

Feature story
Simple Truth® and Fair Trade

Today, Kroger’s Simple Truth® brand offers more Fair Trade Certified™ products than any other private label grocery brand in the country, with 37 certified products spanning coffee, tea, spices, herbs, coconut, and sugar on the market at the end of 2017. Kroger first brought Fair Trade products to our stores in 2000 and we continue to search for certified products that are of interest to our customers.

Fair Trade Certified is a market-based approach to building sustainable livelihoods for the farmers, workers and fishermen who produce our favorite goods. Fair Trade helps ensure responsible practices and safe, healthy working conditions on the farms where products are grown. To earn certification, producers must meet rigorous social and environmental standards, which cover areas like child labor, maternity leave, water conservation and the elimination of harmful chemicals. Fair Trade also helps empower farmers and workers to actively improve the future of their families and communities. With every sale farmers earn additional money—called the Community Development Fund—which is used collectively to address important needs in the community.

Kroger is proud of Simple Truth's Fair Trade Certified products that empower farmers, spark sustainable business and support thriving communities. Purchasing these certified ingredients—more than 7.54 million pounds in 2017—helped direct more than $409,000 to support community development in our supply chain.

This year, our associates visited several of our Fair Trade suppliers to get first-hand experience at the farms and in the communities where these ingredients are grown and processed.

They visited sites on the main island of Luzon and in the Quezon region of the Philippines, the origin of our Fair Trade coconut water, coconut oil, coconut shreds and flakes, and lip balm. The Peter Paul company that manufactures our Simple Truth® coconut water operates as zero waste, finding responsible outlets for the waste it produces, which makes this partnership especially exciting for Kroger and our Zero Hunger │ Zero Waste vision.

In addition, our coffee sourcing and processing team visited several coffee cooperatives and farms in the Chiapas region of Mexico, which is where Kroger sources coffee for Our Brands coffee products. Through this experience, our team saw the full coffee growing and harvesting process, from picking cherries from the trees to drying out the beans. They also got to do “cuppings” to taste and evaluate the coffee at the farms they were visiting.

© Fair Trade