Natural Grocers Named 2025 Retailer of the Year

Lakewood, Colo. — Natural Grocers by Vitamin Cottage has been named 2025 Retailer of the Year by Store Brands. The recognition highlights the retailer’s continued expansion of its private-label portfolio, along with its emphasis on affordability, quality standards, and transparency.

The designation highlights Natural Grocers’ private-label growth throughout 2025. During the year, the company introduced new products across food, household, and body care categories under the Natural Grocers Brand.

The award is presented by Store Brands, a leading publication focused on private label and retail strategy. It recognizes retailers that demonstrate innovation while maintaining alignment with core brand values.

Natural Grocers operates 168 stores across 21 states. The retailer has positioned private label as a central pillar of its merchandising strategy, offering products developed to meet strict ingredient and sourcing guidelines. Depending on the category, those standards include non-GMO, pasture-based, cruelty-free, and environmentally responsible sourcing requirements.

Expanding private label with consistent standards

Since launching its private-label program in 2016, the Natural Grocers Brand has grown steadily. The portfolio now includes more than 900 SKUs. These products span grocery, supplements, body care, and household essentials. In 2025, the retailer added new items such as organic egg pasta, household cleaners, premium skincare, and seasonal offerings.

Company leadership has framed private label as more than a value play. Executives describe it as an extension of Natural Grocers’ broader mission. According to Raquel Isely, vice president of marketing at Natural Grocers, the recognition reflects how the private-label strategy supports affordability. She added that it also reinforces the company’s commitment to brand values.

She said the products represent “our values in action,” adding that the award underscores the company’s focus on delivering quality while remaining accessible to customers.

Customer education and transparency strategy

Beyond product expansion, Natural Grocers has invested in customer-facing education tied to its private-label assortment. The retailer emphasizes transparency through in-store signage, nutrition education programs led by Nutritional Health Coaches, sampling events, loyalty campaigns, and digital content.

Educational initiatives such as the company’s “Meet Your Farmer” film series are designed to engage shoppers. The content connects customers with the sourcing practices and production standards behind Natural Grocers Brand products. This approach aligns with growing consumer interest in traceability and ingredient transparency across the natural and organic sector.

Looking ahead to 2026

Natural Grocers plans to continue expanding its private-label lineup into 2026, with a focus on dairy, body care, and frozen foods. The upcoming products will be available across existing locations, as well as new stores scheduled to open in the coming year.

The company’s smaller-format store model has also played a role in supporting private-label growth. The approach allows Natural Grocers to maintain consistent pricing while scaling exclusive offerings nationally.

Why it matters

Private label continues to be one of the fastest-growing segments in grocery and natural retail. Growth has been driven by inflation pressures, shifting consumer trust, and retailers’ desire for greater margin control. Natural Grocers’ recognition by Store Brands reflects this shift. Specialty retailers are increasingly using private label not only for price competitiveness, but as a brand-building tool rooted in transparency and quality assurance.

As consumers increasingly scrutinize ingredients, sourcing, and production practices, retailers that pair private label with education and clear standards may be better positioned to earn long-term loyalty, especially in the natural and organic category.

Editor’s note: Source86 perspective

For food manufacturers and private label suppliers, Natural Grocers’ recognition highlights a broader CPG trend: retailers are no longer treating private label as a secondary option, but as a strategic growth engine anchored in trust and differentiation. As retailers expand exclusive assortments, consistency, traceability, and supplier accountability become critical to maintaining brand integrity.

At Source86, we help brands and retailers navigate private-label sourcing with confidence, supporting bulk ingredient procurement, FSQA oversight, co-manufacturing partnerships, and retail-ready production. As private label continues to reshape grocery shelves, supply chains must be built to scale without compromising standards. Let’s talk.