We recently celebrated 6 months of INFRA’s exclusive wellness brand, The Good Collective. What started as an idea to give members a way to compete in private label, build healthy margins, and become wellness destinations in their communities, is beginning to take shape on over 200 member store shelves. It has been heartening to see how this exclusive brand built on the principles of cooperative success has truly been embraced by members. Read on for a quick summary of where this brand began, a recap of our early successes, and a sneak peek at what's coming next.
Why create an exclusive wellness brand for independent retailers?
Throughout the past several years, and even decades, we’ve seen the rise of private label brands across the grocery sector, and this growth isn’t predicted to slow down any time soon. For many national chains, private label and EDLP create a distinct competitive advantage, allowing them to achieve higher profit margins while increasing customer loyalty. However, independent retailers often don’t have the means of production, bandwidth, or resources to carry their own private label lines.
That’s where The Good Collective began; with the goal of bringing INFRA Members a new way to compete on their own terms. Informed by member input and independent-first values, The Good Collective offers trustworthy, clean-label products that contribute to our members' bottom lines and the overall health of our cooperative. By giving INFRA Members a way to compete on margin, The Good Collective allows members to invest in their own store’s future, all while delivering high-quality products their shoppers can’t find anywhere else.
Early wins and milestones
We worked closely with trusted manufacturing partners Ancient Nutrition and Sukin to develop a line of high-quality products, including 11 vitamin & supplement SKUs, 8 protein powder SKUs, and 10 hair & body care SKUs. This initial launch was centered on creating a core assortment of everyday wellness items that customers reach for again and again, giving members a strong baseline to begin building repeat purchases and recognizability on shelf.
Several members are already seeing early successes and momentum with their shoppers. We visited Rainbow Blossom Natural Food Markets in KY and Turnip Truck in TN in February to see how The Good Collective is showing up on shelves. It was great to see so many beautifully merchandised endcaps complete with impactful signage, and to get the chance to have meaningful conversations about the ways that INFRA can better support members in driving sales and success.
Wellness Strategist Sarah Super also conducted a training session at Mama Jean’s Natural Market in Springfield, MO along with Ancient Nutrition Sales Director Sunshine Squires to help wellness staff convey the value of The Good Collective to their shoppers. Staff were especially excited to carry the whole-food, organic vitamin & supplement line, and we ended our visit with a consumer presentation and demonstration.
“It has been so rewarding to visit our INFRA Members and see the amazing ways they are displaying and marketing this brand.” Sarah adds, “This is where the power of the collective really comes to life. Members are shaping The Good Collective in ways that reflect their stores and their communities. That level of ownership is what makes this brand different, and it’s ultimately what’s going to drive long-term success.”
We have several other trainings and store visits planned in the coming months and can’t wait to connect with more members in the field to deliver the resources and hands-on support that will help retailers make this brand their own. 
Where do we go next?
We are excited to build on the momentum from the past 6 months, with at least 3 new product launches planned throughout Summer 2026. These products will build upon the core vitamin, supplement, and body care categories, with timely and shopper-informed offerings designed to complement members’ wellness sets and drive engagement. With member feedback as our guide, we look forward to purposefully evolving The Good Collective to best serve member needs and strengthen the impact of our cooperative.
We are also exploring ways to support members from a consumer marketing perspective. Through targeted consumer marketing in select regions, we’ll work to build awareness and demand where members are already carrying The Good Collective, helping bring more shoppers into stores and strengthening the connection between the brand and local communities.
“As we enter the next phase of growth for The Good Collective, our focus is on being both deliberate and dynamic, bringing forward intentional product launches that reflect the needs of shoppers while exploring how we can create impact for our members through consumer marketing,” says Pat Sheridan, INFRA CEO. “At the same time, we’re committed to building core sales and sustained momentum at the shelf, pairing hands-on support with thoughtful, ready-to-use marketing materials that make it easier for our members to execute and succeed.”
Stay tuned for more updates as we embark on this next phase of growth! Learn more at shopthegoodcollective.com, and don’t forget to follow along on LinkedIn, Instagram, and Facebook.
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