Natural Grocers Named 2025 Retailer of the Year by Store Brands

LAKEWOOD, CO – December 29, 2025 – Natural Grocers®, the nation's largest family-operated natural and organic grocery retailer, has officially been named the 2025 Retailer of the Year by Store Brands magazine. The prestigious award recognizes the company's significant and thoughtful expansion of its private-label assortment, a strategy that has successfully balanced rapid growth with an unwavering commitment to its foundational principles of quality, health, and affordability.

Throughout 2025, Natural Grocers embarked on an ambitious initiative to broaden its own brand offerings, introducing a diverse array of new products that underscore its mission. The expansion touched nearly every corner of the store, from organic household cleaning supplies and authentic organic egg pasta imported from Italy to luxurious skincare items and festive seasonal favorites. This growth wasn't merely about adding SKUs; it was a curated process guided by the company's famously strict quality and wellness standards. Each new Natural Grocers® Brand product was required to meet a demanding list of attributes, including being non-GMO, free of hormones and antibiotics, sourced from pasture-based farming, cruelty-free, and environmentally responsible, depending on the specific product category.

"Our private-label products are more than affordable options—they represent our values in action," said Raquel Isely, vice president of marketing at Natural Grocers. "Being recognized as Retailer of the Year by such a trusted publication within the industry is a proud moment for our team and a testament to the thoughtful work we do every day for our customers and communities."

A Strategy Built on Quality and Transparency

Since its inception in 2016, the Natural Grocers Brand has become a cornerstone of the company's value proposition. Now boasting over 900 unique items, the private label is exclusive to the retailer's 168 stores across 21 states. The success of the brand lies in its ability to deliver on the company's signature Always Affordable℠ price promise without compromising the high-quality standards its customers have come to expect.

Natural Grocers' approach to its private label is deeply rooted in transparency and customer education. The company actively works to inform shoppers why choosing the Natural Grocers Brand is a decision that supports their personal health, environmental sustainability, and community well-being. This educational outreach is a multi-faceted effort, engaging customers through a variety of channels. In-store, shoppers benefit from free, science-based nutrition education provided by the company's credentialed Nutritional Health Coaches. This is supplemented by informative signage, product sampling events, and targeted campaigns through the {N}power® loyalty program.

Digitally, the company extends its educational mission with content like the "Meet Your Farmer" film series, which provides a transparent look into the sourcing of its products and strengthens the connection between the consumer and the producer. This comprehensive strategy ensures that customers are not just buying a product, but are also making an informed choice that aligns with their values.

Upholding the Five Founding Principles

Founded in 1955 by Margaret and Philip Isely, Natural Grocers by Vitamin Cottage, Inc. has always operated on a set of core tenets known as the Five Founding Principles: Commitment to Quality, Commitment to Community, Commitment to Crew, Commitment to Nutrition Education, and Commitment to Always Affordable Pricing. The Retailer of the Year award highlights how the private-label program successfully integrates all five of these principles.

The company's commitment to quality is evident in its strict product standards. All grocery products sold are forbidden from containing artificial flavors, preservatives, sweeteners, synthetic colors, or hydrogenated oils. Furthermore, Natural Grocers sells only USDA-certified organic produce and exclusively pasture-raised, non-confinement dairy and free-range eggs.

This commitment extends to its employees. In fiscal year 2025, the company demonstrated its "Commitment to Crew" by investing over $16 million in incremental compensation and discretionary payments for its employees, fostering a supportive and valued workforce. This holistic approach, which considers the well-being of customers, communities, and crew members alike, has been central to its enduring success and brand loyalty.

Looking Ahead to 2026

Buoyed by the recognition from Store Brands, Natural Grocers is already planning its next phase of private-label expansion. For 2026, the company intends to introduce new and innovative offerings with a particular focus on the dairy, body care, and frozen food categories. These new products will be developed with the same rigorous standards and will be rolled out across all existing Natural Grocers locations, as well as new stores slated to open in the upcoming calendar year.

Store Brands, an EnsembleIQ media brand, is a leading voice in the private-label industry, providing news and analysis on trends shaping the market. Its Retailer of the Year award is a significant honor, celebrating retailers who demonstrate exceptional innovation, quality, and strategic alignment with their core company values. For Natural Grocers, this award is not just a recognition of past achievements but also a powerful validation of its mission-driven approach to retail as it continues to grow and serve its communities.