Last updated on December 12th, 2024
The Kroger Co. is expanding its Our Brands portfolio with the addition of Field & Vine, a fresh produce line grown by farmers in California, Florida, Georgia, Michigan, New Jersey, North Carolina, Oregon and Washington. The brand includes blueberries, blackberries, raspberries and strawberries.
“Field & Vine features berries grown in the fields of American farmers that are picked, packed and delivered in stores during peak seasonality,” said Dan De La Rosa, Kroger’s group VP of fresh merchandising.
“Harvesting at just the right time during the U.S. growing season allows us to provide our customers with an enhanced fresh experience, offering the highest-quality, best-tasting berries possible. We are thrilled to launch Field & Vine in collaboration with local farmers who enable Kroger to feed families across America every day.”
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Grown in the USA, Field & Vine is a limited-time, annual best-of-season product line, promising optimal freshness. Through local sourcing, Kroger decreases transit time delivering enhanced freshness and quality.
“Working with Kroger has been great for getting our Georgia blackberries to customers when they are at the very best of the season,” said Matthew Giddings, chief operating officer of Always Fresh Family Farms.
“By identifying where our berries are grown – right here in the USA – customers can feel good about supporting their local growers, and they are getting fresh and in-season fruits, harvested at a time when fully ripe and ready to eat.”
Customers can shop Field & Vine berries and more in-store or through Kroger pickup and delivery, offering the same products at the same low prices no matter how they shop. Save even more with Boost by Kroger Plus, the grocer’s delivery membership that can save customers up to $1,000 per year on fuel and grocery delivery. Eligible customers can try the Boost membership with a free 30-day trial and subscribe on a monthly basis.
