Natural Grocers® Expands House Brand With 10 New Varieties of Organic Frozen Vegetables

Rhea-AI Summary

Natural Grocers (NGVC) announced on November 12, 2025 the expansion of its Natural Grocers Brand with 10 new organic frozen vegetable varieties, sold exclusively at its 168 stores nationwide. New SKUs include broccoli, cauliflower, chopped kale, chopped spinach, riced cauliflower (coming soon), green peas, sweet corn and mixes, with advertised Always Affordable prices ranging from $1.99–$2.25 per 10 oz.

The company notes all items are USDA-certified organic, non-GMO and processed without synthetic colors, flavors, or preservatives. {N}power members receive an extra 11% off through Dec 31, 2025. The Natural Grocers Brand now exceeds 900 private-label items.

Insights

Retail Brand Strategist

Natural Grocers expands its private‑label frozen produce across its 168 stores, adding 10 organic SKUs at fixed low prices.

As a logical extension of its private‑label program, Natural Grocers is bringing 10 certified organic frozen vegetable SKUs to market across 168 stores. The launch keeps product standards consistent—100% USDA‑certified organic, non‑GMO, no synthetic colors or artificial flavors—while pricing is explicit, e.g., $2.25/10 oz and $1.99/10 oz. The initiative leverages existing sourcing and branding to fill freezer‑set assortment under the company’s “Always Affordable” positioning.

The main operational dependencies are distribution into freezers at all locations and customer uptake at announced price points. The limited‑time promotion offering 11% off through Dec 31 for {N}power members may accelerate trial, and one SKU (Organic Frozen Riced Cauliflower) is marked "coming soon," indicating staged availability. Risks stated in the release are internal execution items—stocking, pricing visibility, and consumer trial—rather than external factors.

Watch retail sell‑through and membership uptake over the next 4–12 weeks and note whether the "coming soon" SKU appears in stores. Confirm weekly velocity and stock coverage to see if the assortment meaningfully shifts frozen‑produce sales within the specified store base.

Certified organic and non-GMO, the natural and organic retailer offers customers real, garden-fresh flavor from freezer to plate in minutes

LAKEWOOD, Colo., Nov. 12, 2025 /PRNewswire/ -- Natural Grocers®, the nation's leading family-operated organic and natural grocery retailer, has expanded its Natural Grocers® Brand with 10 new varieties of Organic Frozen Vegetables. The new additions offer even more ways to enjoy premium quality at an Always Affordable^SM Price, with the same value-driven sourcing and standards that define the company's organic fresh produce department. The new products are available exclusively at Natural Grocers stores nationwide.

"We believe organic farming and food production provide healthier food for healthier people and a healthier planet."

ALWAYS 100% ORGANIC PRODUCE—EVEN IN THE FREEZER
Natural Grocers, ever a champion of organic produce, continues to expand its selection of 100% USDA-certified organic produce across its 168 stores with the new frozen vegetable additions to its house brand. From its produce bins and racks to its freezers, every piece of produce offered at Natural Grocers' stores avoids contact with conventional or GMO items and is grown without synthetic pesticides or conventional farming practices. The new certified organic frozen vegetables are also processed and packaged without synthetic colors or artificial flavors and preservatives (as defined by the company's standards).

"At Natural Grocers, we've always focused on fostering a mutually beneficial relationship with nature, said Raquel Isely, vice president of marketing at Natural Grocers. "We believe that organic farming and food production provide healthier food for healthier people and a healthier planet. Expanding our 100% certified organic produce offerings—at our Always Affordable prices and now in the freezer—is one of the ways we lead within our industry, while caring for our customers."

QUALITY CARBS WITH CONVENIENCE
Recent studies have found that eating diets rich in high-quality, high-fiber carbs (including certain vegetables and fruit), help people maintain better health as they age compared to those who don't.^[i] 

Isely added, "We know that vegetables are one of the very best sources of high-fiber carbohydrates. In addition to premium quality and their high nutritional value, our Natural Grocers Brand Organic Frozen Vegetables make filling your plate with quality carbs a breeze. From crisp broccoli florets to sweet green peas, chopped kale and nutrient-packed spinach, these veggies are ready whenever you are."

NEW PRODUCTS/ALWAYS AFFORDABLE PRICING*

• Organic Frozen Broccoli Florets ($2.25/10 oz)
• Organic Frozen California Blend ($2.25/10 oz)
• Organic Frozen Cauliflower Florets ($2.25/10 oz)
• Organic Frozen Chopped Kale ($2.25/10 oz)
• Organic Frozen Chopped Spinach ($2.25/10 oz)
• Organic Frozen Cut Green Beans ($1.99/10 oz)
• Organic Frozen Green Peas ($1.99/10 oz)
• Organic Frozen Mixed Vegetables ($1.99/10 oz)
• Organic Frozen Riced Cauliflower ($2.25/10 oz)**
• Organic Frozen Sweet Corn ($1.99/10 oz)

*Now through Dec 31, {N}power members can take advantage of an additional 11% off these new products, with Natural Grocers' "Even More Affordable" pricing program^.[ii]Click here for details. To sign up for {N}power, visit www.naturalgrocers.com/npower. ^[iii]

**Coming soon.

RECENT ADDITIONS AND COMING SOON
Since its launch in 2016, Natural Grocers Brand Products has grown to more than 900 high-quality items, available exclusively at Natural Grocers stores. Learn more about Natural Grocers' Standards here. Recent additions to the private-label line include five new varieties of Organic Cooking Oils, with even more premium-quality, Always Affordable products on the way—such as two limited-edition, seasonal Organic Coffee blends: Dark Chocolate Mint and Holiday Spice.

• Click here for a media kit, courtesy of Natural Grocers.
• To learn more about Natural Grocers' produce standards, visit www.naturalgrocers.com/standards/100-organic-produce-standards.
• For media-related questions, please contact kmacarelli@naturalgrocers.com.

ABOUT NATURAL GROCERS BY VITAMIN COTTAGE
Founded in 1955, Natural Grocers by Vitamin Cottage, Inc. (NYSE: NGVC) is an expanding specialty retailer of natural and organic groceries, body care products, and dietary supplements. The grocery products sold by Natural Grocers must meet strict quality guidelines and may not contain artificial flavors, preservatives, or sweeteners (as defined by its standards), synthetic colors, or partially hydrogenated or hydrogenated oils. The Company sells only USDA-certified organic produce and exclusively pasture-raised, non-confinement dairy products, and free-range eggs. Natural Grocers' flexible smaller-store format allows it to offer affordable prices in a shopper-friendly, clean, and convenient retail environment. The Company also provides extensive free science-based Nutrition Education programs to help customers and Crew make informed health and nutrition choices. Natural Grocers is committed to its Five Founding Principles—including its "Commitment to Community" and "Commitment to Crew". In fiscal year 2024, the Company invested more than $15 million in incremental compensation and discretionary payments for Crew. Headquartered in the Union Square neighborhood of Lakewood, CO, Natural Grocers has 168 stores in 21 states. Visit www.naturalgrocers.com for more information and store locations. 

^[i] Korat, A. V. A., Duscova, E., Shea, M. K., Jacques, P. F., Sebastiani, P., Wang, M., Mahdavi, S., Eliassen, A. H., Willett, W. C., & Sun, Q. (2025). Dietary carbohydrate intake, carbohydrate quality, and healthy aging in women. JAMA Network Open, 8(5), e2511056

^[ii] Limit 4 on discounted items per {N}power member unless otherwise stated. Offers valid through 12/31/25. Valid for {N}power members only. Valid for in-store customer purchases only; and cannot be combined with other offers. Quantity limited to stock on hand; no rain checks. Pricing excludes taxes and is subject to change without notice. Natural Grocers reserves the right to correct errors. Void where prohibited by law. {N}power offers only available to registered members. Offers subject to program terms at https://naturalgrocers.com/terms, and privacy policy available at http://naturalgrocers.com/privacy. Terms and conditions apply, see store for details.

^[iii] Message and data rates may apply. See naturalgrocers.com/privacy for Privacy Policy and naturalgrocers.com/terms for {N}power terms of use.

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SOURCE Natural Grocers by Vitamin Cottage, Inc.

FAQ

What new organic frozen vegetables did Natural Grocers (NGVC) add on November 12, 2025?

Natural Grocers added 10 varieties including organic broccoli florets, cauliflower florets, chopped kale, chopped spinach, riced cauliflower (coming soon), cut green beans, green peas, mixed vegetables, California blend and sweet corn.

What are the retail prices for Natural Grocers (NGVC) new organic frozen vegetables?

Prices listed range from $1.99 to $2.25 per 10 oz, depending on the SKU.

Are Natural Grocers (NGVC) new frozen vegetables certified organic and non-GMO?

Yes. The announcement states the products are USDA-certified organic, non-GMO, and processed without synthetic colors, artificial flavors, or preservatives.

Where can investors and customers buy the new Natural Grocers (NGVC) frozen vegetable line?

The new Natural Grocers Brand frozen vegetables are available exclusively at Natural Grocers stores nationwide across the company’s 168-store footprint.

What promotional discount is available for {N}power members on NGVC’s new frozen vegetables?

{N}power members can receive an additional 11% off these new products through Dec 31, 2025 under the Even More Affordable program.

How large is the Natural Grocers private-label portfolio after this launch?

After this expansion, the Natural Grocers Brand has grown to more than 900 private-label items available exclusively at Natural Grocers stores.