Natural Grocers® Unwraps the Season With Limited-Edition Organic Winter Coffees

Rhea-AI Summary

Natural Grocers (NGVC) launched two limited-edition private-label coffees for the 2025 holiday season: Organic Holiday Spice and Organic Dark Chocolate Mint. Both blends use 100% Arabica beans sourced from organic and Fair Trade Certified farms and are sold in small-batch seasonal runs. Pricing is $10.99/10 oz at the Always Affordable price and $9.99/10 oz for {N}power member price. The release highlights pairing suggestions and related Natural Grocers Brand items, and promotes the company’s annual Holly Deals event running through Dec. 22, 2025.

Key Figures

Holiday coffee price $10.99 / 10 oz Natural Grocers Brand Organic Winter Seasonal Coffees regular price

{N}power member price $9.99 / 10 oz Discounted price for {N}power members on seasonal coffees

Organic chocolate price $3.99 / 3.17 oz Natural Grocers Brand Organic Chocolate suggested gift pairing

Dark chocolate almonds price $4.79 / 6 oz Natural Grocers Brand Bulk Organic Dark Chocolate Almonds

Holiday event through Dec. 22 Holly Deals event end date mentioned for broader holiday savings

Program start year 2018 Launch of private-label coffee program with organic and Fair Trade beans

Market Reality Check

$24.92 Last Close

Volume Volume 289,185 is in line with the 20-day average of 290,595, suggesting no unusual trading interest ahead of this news. normal

Technical Shares at $24.92 are trading below the 200-day MA of $39.94 and sit close to the 52-week low of $24.34 and well under the $61.22 high.

Peers on Argus

NGVC showed a modest gain of 0.48% while most grocery peers were also positive (e.g., VLGEA +3.43%, GO +2.34%, DNUT +2.20%, IMKTA +1.88%), with DDL down 1.93%. Scanner data does not flag a coordinated sector momentum move.

Common Catalyst Some peers, such as DNUT, also issued holiday-themed product and promotion news, suggesting a seasonal marketing focus across parts of the consumer/food space.

Historical Context

Date	Event	Sentiment	Move	Catalyst
Dec 04	Holiday promotion	Positive	-2.9%	Annual Holly Deals event with discounts up to 50% and member perks.
Dec 03	Store reopening	Positive	+0.0%	Grand Junction store relocation with upgrades and promotional events.
Dec 02	Marketing campaign	Positive	-1.3%	Release of Top Trends for 2026 across wellness and sustainability.
Nov 21	Award recognition	Positive	-5.0%	Receipt of 2025 Sustainability in the Food Industry Award.
Nov 20	Dividend increase	Positive	-3.2%	Board declared 25% higher quarterly dividend of $0.15 per share.

Pattern Detected

Recent news has generally been positive (promotions, reopening, dividend hike), yet NGVC often traded flat to lower on these announcements, indicating a pattern of muted or negative price reactions to favorable headlines.

Recent Company History

Over the last few weeks, NGVC has highlighted marketing and strategic initiatives, including Holly Deals discounts through Dec. 22, 2025, a Grand Junction, CO store relocation and reopening on Dec. 17, 2025, and a 2026 health and wellness trends campaign. The company also received a 2025 Sustainability in the Food Industry Award and implemented a 25% quarterly dividend increase to $0.15 per share. Against this backdrop, today’s seasonal coffee launch extends the holiday merchandising push rather than marking a major strategic shift.

Market Pulse Summary

This announcement introduces limited-edition Organic Winter Seasonal Coffees, extending NGVC’s private-label program launched in 2018 and tying into its broader Holly Deals holiday campaign running through Dec. 22. Within the recent stream of promotions, store upgrades, and a 25% dividend increase, this news is incremental rather than transformational. Investors may watch how seasonal traffic, private-label uptake, and future filings or earnings updates reflect the impact of these holiday initiatives.

Key Terms

fair trade certified regulatory

"sourced exclusively from organic and Fair Trade CertifiedTM beans."

Fair Trade Certified is a label awarded by independent organizations that verifies products were produced under standards intended to protect small farmers and workers, ensure fair pay, and promote safer working conditions and environmental practices. Think of it as a quality seal for ethical sourcing: for investors it signals potential benefits like stronger brand loyalty, access to ethical markets, and lower reputational and supply-chain risk, though it can also imply higher input costs.

arabica technical

"Each Natural Grocers Brand blend is made from 100% Arabica beans, hand-picked..."

Arabica is a species of coffee plant whose beans are prized for milder, more complex flavor and make up a large share of the global specialty coffee market. For investors, arabica behaves like a single crop commodity: its supply and price are sensitive to weather, pests and farming costs, so changes in harvests or consumer demand can move revenues and margins for coffee traders, roasters and countries that export the beans—think of it as a key agricultural ingredient whose shortage or surplus shifts market prices.

private-label financial

"New private-label flavors, Holiday Spice and Dark Chocolate Mint are on shelves..."

Private-label refers to products or financial services created by one company but sold under another company's brand name, often at a lower cost than brand-name options. For investors, private-label offerings can present opportunities for higher returns or carry different risks compared to well-known brands, making them an important factor to consider when evaluating market options.

AI-generated analysis. Not financial advice.

New private-label flavors, Holiday Spice and Dark Chocolate Mint are on shelves now, brightening mugs and mornings this holiday season

LAKEWOOD, Colo., Dec. 10, 2025 /PRNewswire/ -- The holidays just aren't complete without a cozy mug in hand. This year, Natural Grocers®, the nation's largest family-operated organic and natural grocery retailer, is inviting shoppers to sip the season with the return of its delicious, limited-edition, Natural Grocers® Brand Organic Winter Seasonal Coffees. Available for a short time only, Holiday Spice and Dark Chocolate Mint blend festive flavor with the high-quality standards and great taste customers expect from Natural Grocers' house brand.

PURPOSEFUL SOURCING, BETTER COFFEE
Natural Grocers' private-label coffee program reflects the company's commitment to responsible sourcing and exceptional flavor. Since 2018, Natural Grocers has proudly offered the first national private-label grocery coffee line sourced exclusively from organic and Fair Trade Certified^TM beans. This is a standard it continues to uphold year after year. Each Natural Grocers Brand blend is made from 100% Arabica beans, hand-picked on steep, non-mechanized terrain for superior quality and consistency.

A FESTIVE FLAVOR DUO FOR THE MOST WONDERFUL TIME OF THE YEAR
These small-batch seasonal coffees are a thoughtful treat for gift-givers, holiday hosts, or anyone who loves a little magic in their morning routine without spending a small fortune at the coffee shop.

• Organic Holiday Spice: Warm, nostalgic, and wonderfully aromatic, Holiday Spice features a complex blend of cinnamon, nutmeg, and comforting baking-spice notes—rounded out with hints of fresh holly wreath greenery and a whisper of pine from a newly cut tree. It is the essence of the holidays, brewed deliciously into every cup.
• Organic Dark Chocolate Mint: A merry match of bright, sweet peppermint and rich dark chocolate. It opens with cooling mint, then settles into a smooth cocoa finish. Add cream and sugar and you've created something close to a homemade peppermint patty . . . in coffee form.
• Pricing: Both varieties are available at Natural Grocers' Always Affordable^SM price of $10.99/10 oz, with an "Even More Affordable", {N}power® member^[i] price of $9.99/10 oz.

A PERFECT STOCKING STUFFER (OR SELF-CARE SPLURGE)
These festive coffees make it easy to treat yourself—or the coffee lover on your list. Pair them with a bar of Natural Grocers Brand Organic Chocolate ($3.99/3.17 oz) or a bag of Natural Grocers Brand Bulk Organic Dark Chocolate Almonds ($4.79/6 oz) for a thoughtful, indulgent gift combo.^[ii]

MORE HOLIDAY SAVINGS FOR THE SEASON
Caffeine isn't the only way to make the holidays merrier. Save big with more decadent deals, charming surprises, and plenty of festive fun by visiting your local Natural Grocers during the company's annual Holly Deals^SM event, going on now, through Dec. 22. Learn more at www.naturalgrocers.com or follow Natural Grocers on Facebook, Instagram, TikTok or YouTube.

• Click here for a media kit featuring the limited-edition Winter Seasonal Coffees, courtesy of Natural Grocers.
• To request media samples, or for any press-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 2025, the Company invested more than $16 million in incremental compensation and discretionary payments for Crew. Headquartered in Lakewood, CO, Natural Grocers has 168 stores in 21 states. Visit naturalgrocers.com for more information and store locations.

^[i] Limit 4.Offers valid 10/15/25 - 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. We reserve 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 https://naturalgrocers.com/privacy. Terms and conditions apply, see store for details.

^[ii] Offers valid 12/6/2025 – 12/22/2025, only for in-store purchases while supplies last, no rain checks. Offer void where prohibited by law. All prices and offers are subject to change. Natural Grocers reserves the right to correct errors. See store for details.

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SOURCE Natural Grocers by Vitamin Cottage, Inc.

FAQ

What limited-edition coffees did Natural Grocers (NGVC) release for December 2025?

Natural Grocers released Organic Holiday Spice and Organic Dark Chocolate Mint as limited-edition winter seasonal coffees.

How are Natural Grocers (NGVC) winter coffees sourced and what bean type is used?

Both seasonal coffees use 100% Arabica beans sourced from organic and Fair Trade Certified farms.

What is the price of Natural Grocers (NGVC) winter coffees and is there a member discount?

Retail price is $10.99/10 oz with a {N}power member price of $9.99/10 oz.

How long will Natural Grocers (NGVC) winter coffees be available in stores?

The coffees are limited‑edition and available for a short time during the 2025 holiday season; no exact end date beyond seasonal availability was provided.

Can Natural Grocers (NGVC) seasonal coffees be bundled as gifts and what pairing suggestions were mentioned?

Yes; suggested pairings include Natural Grocers Brand Organic Chocolate ($3.99/3.17 oz) or Bulk Organic Dark Chocolate Almonds ($4.79/6 oz) for a gift combo.

Are there additional promotions at Natural Grocers (NGVC) during the coffee release?

The company is running its annual Holly Deals event through Dec. 22, 2025, with extra holiday savings in stores.