Kroger customers are rapidly adopting healthier lifestyles that benefit from ‘better-for-you’ products that align with their personal goals and values. Kroger is quickly becoming a top destination when customers are looking for affordable and accessible natural and organic foods. In fact, Kroger’s sales of natural and organic products reached more than $17.6 billion in 2018.
Read more in the Better-for-You Products section of our full Sustainability Report.
Kroger has defined strict guidelines for the products in our natural and organic product assortment: these products must refrain from including more than 100 ingredients, flavors and preservatives that are customers tell us are undesirable. We present our natural and organic assortment in different ways across the store. In addition to the organic section of our Produce department, customers can find these products in the Live Naturally sections of our Grocery aisles by looking for the Live Naturally leaf logo. Customers can also learn more and browse our natural and organic products online.
Organic and Non-GMO Products
Kroger carries approximately 9,000 organic items in our stores. We partner with more than 300 organic produce growers and suppliers every year to bring our customers an exciting selection of organic fruits and vegetables and sell more than $1 billion of organic produce annually. 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, as the National Organic Program standards do not allow GMOs in the production of organic products.
Simple Truth® and Simple Truth Organic®
Our natural and organic private label brand, Simple Truth® and Simple Truth Organic®, achieved sales of $2.3 billion in 2018—in fact, it has become the second largest brand sold in our stores. The Simple Truth® brand offers more than 1,550 unique products across multiple categories, and has clearly defined product standards to distinctly communicate to shoppers what they do or do not include—our ‘Free From’ commitment.