Press Release – For Immediate Release
INFRA Launches The Good Collective: A Bold New Wellness Brand Empowering Independent Retailers
St. Paul, MN – October 9th, 2025 – The Independent Natural Food Retailers Association (INFRA) proudly announces the launch of The Good Collective™ , an exclusive wellness brand created by and for independent natural retailers. This new line embodies INFRA’s cooperative spirit and its commitment to bringing high-quality, values-driven products to communities across the country.
The Good Collective debuts with a thoughtfully curated range of 27 products—including vitamins and supplements (11 SKUs), hair and body care essentials (10 SKUs), and protein powders (6 SKUs)—with continued innovation and category expansion planned throughout 2026. Designed to strengthen member stores and delight shoppers, The Good Collective helps retailers grow store margins, drive customer discovery, and reinforce their role as trusted wellness destinations in their local communities.
“The Good Collective represents the best of who we are—independent, innovative, and united by purpose, “says Pat Sheridan, President & CEO of INFRA, “It’s a tangible expression of INFRA’s belief that when we come together, we can create something powerful enough to change the future of independent retail. Together, we’re bringing clean, effective wellness products to market that honor people, planet, and the independent spirit at the heart of our industry.”
Sarah Super, INFRA’s Wellness Strategist, added, “Consumers today want products they can trust—ones that align with their values and their wellness goals. The Good Collective was thoughtfully crafted with integrity, transparency, and care offering effective, accessible solutions that give shoppers confidence and give retailers a competitive edge. This is only the beginning of what’s possible.”
About INFRA
INFRA is a cooperative of independent natural food and wellness retailers serving hundreds of communities across the United States, the District of Columbia, and Puerto Rico. INFRA offers retailers the purchasing power, operational excellence, and peer support they need to thrive in today’s competitive grocery landscape. By simplifying day-to-day operations, INFRA empowers retailers to focus on what truly matters—making healthy, sustainable food accessible to all. As a certified B Corporation, INFRA is committed to meeting a high standard of social and environmental performance, accountability, and transparency. Learn more here.
About The Good Collective
The Good Collective™ was born from a simple idea: that doing good by people and planet isn’t just the right way, it’s the only way. Crafted exclusively for independent retailers, this brand delivers clean-ingredient, expertly formulated wellness products that support whole-body health and community well-being. With every product sold, The Good Collective helps fund local impact and sustainability initiatives—because doing good feels good. Join the movement at shopthegoodcollective.com.
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