Blogs

Delivering Consistent Everyday Value: Sunflower Shoppe & INFRA Everyday

By Madeleine Ware posted 8 days ago
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Sunflower Shoppe in Colleyville and Fort Worth, TX is a third-generation, family-owned natural food and wellness market that has been serving Dallas-Fort Worth area since its founding in 1970. With a focus on customer service and knowledgeable staff, Sunflower Shoppe continues its family legacy while helping their community members lead healthier, more fulfilling lives. Sunflower Shoppe became an INFRA Member in 2020, and has leveraged several INFRA programs, including the INFRA Everyday EDLP program. Compared to the previous year, the store has experienced 12% year-over-year growth within INFRA Everyday items, reflecting the program’s role in supporting consistent ...
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Indie Integrity: Fostering Trust & Growth in the Independent Sector

By Madeleine Ware posted 23 days ago
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2025 was a year of transition for independent natural retailers. Despite economic uncertainty, pricing pressure, and supply consolidation, independents continued to outperform expectations. Not because they were leading the way in technology, cost-cutting measures, or high-margin categories, but because of their continued commitment to authenticity and trust. From Convenience to Personalized Touch A recent study from Swiftly shows that 80% of shoppers trust their neighborhood brick and mortar store more than national giants like Amazon or Walmart to offer fair, personalized deals. The reasons for this shift from convenience to more intentional and ...
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INFRA's Top 5 Wellness Trends for 2026

By Madeleine Ware posted 26 days ago
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In recent years, wellness trends have been defined by hyper-personalization, an increased interest in clean label ingredients and transparency, and a focus on holistic whole-body health. As we move into 2026, INFRA is excited to partner with leading retail data provider SPINS to share our top 5 wellness trends for the year ahead. From stress management to performance nutrition to GLP-1 support—read on to learn how we expect the trends of recent years to evolve to meet a new moment in wellness. Solving for Stress & Mood Management Stress and mood management continue to be top of mind for many shoppers. Expect to see ingredients ...
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New Equal Exchange Everyday Coffee Line Offers Organic, Fair Trade, and at a Low Shelf Price

By Madeleine Ware posted 01-20-2026
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Partner Article Equal Exchange’s mission and products are changing the power dynamics in the food system, creating market access for small growers and the opportunity for consumers to purchase according to their values. Our model has long bucked the tunnel-vision trend of “maximizing profits.” Founded in 1986, Equal Exchange started with a bold vision: what if food could be ethically traded, in ways that create a closer connection between farmers and consumers, building an alternative supply chain rooted in honesty, fairness, and empowerment? With farmer co-ops at the heart of our model, we partner with values-based ...
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INFRA Members Gear Up for Another Year of Giving Back

By Madeleine Ware posted 01-19-2026
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The holidays are a time of joy, connection, and togetherness. For some, however, finances put extra pressure and strain on the holidays. During a time when everyone is feeling the squeeze of inflated prices and stagnant wages, independent retailers emerged to uplift their communities during the holiday season. Whether it be through round up at the register campaigns, donation drives to local food banks, or deep discounts on household staples, INFRA Members remain a solid foundation for their neighbors to rely on. Read on to learn more about how INFRA Members supported their communities this holiday season, and how they continue to promote food availability and ...
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Winter 2026 Staff Celebrations & Anniversaries

By Madeleine Ware posted 01-19-2026
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Work Anniversaries Shanoah Harren, BI Analyst — 1 st anniversary Jacob Nachel, Member Business Advisor — 1 st anniversary Bella Syslo, Marketing & Communications Specialist — 1 st anniversary Jen LaValley, Chief Financial Officer (CFO) —2 nd anniversary Nicholas Helms, CRM Application Developer — 3 rd anniversary Hope Tipton, Category Manager — 3 rd anniversary Courtney Worden, Promotional Systems Lead — 4 th anniversary Angela Bozo, Director of Member Programs — 4 th anniversary Kim Route, Category Manager — 4 th ...
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INFRA's 2025 Recapped

By Madeleine Ware posted 01-19-2026
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2025 marked 20 years of empowering independent natural food retailers to do what they do best—provide healthy, sustainable foods to their communities. In addition to a successful INFRA Annual Conference with the largest attendance to date, we also renewed our contract with KeHE Distributors, ensuring another 10 years of purchasing power and a strengthened position across the supply chain. We also welcomed 33 new members into our cooperative, advancing toward our 2028 goal of member stores in 1,000 communities, and became B Corp Certified, solidifying our commitment to always using business as a force for good. We’re excited to welcome in the next 20 years of ...
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Rounding Out a Year of Wellness: How Independent Retailers Pave the Way

By Bella Syslo posted 01-13-2026
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As we reflect on 2025, one thing is clear: W ellness has become deeply personal. From sleep and heart health to hormones, digestion , and stress, customers turned to independent natural food retailers throughout 2025 f or trusted guidance on their personal wellness journeys. Through INFRA’s partnership with Taste for Life , we share a printed article every month , designed to inform shoppers on the trends shaping wellness today —and we interview incredible wellness staff from INFRA Member stores across the country. Read on for a roundup ...
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INFRA Announces Executive Leadership Promotions to Support Growth and Member Success

By Madeleine Ware posted 01-05-2026
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St. Paul, MN — INFRA, a nationwide purchasing cooperative of independent natural food retailers and a leader in the natural foods industry, today announced two executive leadership promotions, effective January 1, 2026, reflecting the organization’s continued growth and deepened focus on serving its members. Danelle Dumais has been promoted to Chief of Member Operations, and Jen LaValley has been promoted to Chief Financial Officer. “These leadership advancements reflect both the scale INFRA has reached and the direction we are heading,” said Pat Sheridan, President and CEO of INFRA. “As our organization grows and becomes more complex, it’s critical that ...
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9 New Members Join INFRA's Cooperative

By Madeleine Ware posted 12-19-2025
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St. Vrain Market Deli & Bakery, Lyons CO. Founded 1964. Located in the heart of Lyons, CO, St. Vrain Market specializes in fresh baked goods, handmade deli sandwiches, and artisan breads—all crafted in their in-house deli and bakery. Recently acquired this year by new owners Carly and Bryce Woollard, the couple are excited to leverage INFRA’s programs to bring value to their community and connect with likeminded independent retailers. Find them online at stvrainsmarket.com , on Instagram at @stvrainsmarket , and on Facebook at @St. Vrain’s Market, Deli & Bakery . Healthy Habits, Winter Haven FL. Founded 2007. Healthy Habits in Winter Haven, ...
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Marketing Your Exclusive Brand: The Good Collective

By Madeleine Ware posted 12-10-2025
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The Good Collective is your brand—created exclusively for INFRA M embers to help you stand apart from the competition with intentional , high-quality products that do good. With two successful launches already in stores and a third launch of protein powders now shipping, we’re excited to keep the momentum going into 2026 and beyond . We’re also excited to share that the official consumer-facing website, shopthegoodcollective.com , is now live. The site includes a store locator designed to drive shoppers directly into your stores, helping build traffic and awareness around this exclusive line. ...
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Mariposa Market: Improving Food Access & Affordability with INFRA Everyday

By Madeleine Ware posted 11-24-2025
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For 45 years, Mariposa Market has been a staple in Mendocino County, CA for healthy, fresh and natural foods. What started as a family-owned fruit and vegetable stand in the late 70s has expanded into a 1,000 sq ft store, always improving and growing to meet the needs of their community. Mariposa Market became an INFRA Member in 2024 and has already seen impressive results through INFRA’s purchasing programs, especially INFRA Everyday. Since enrolling, they’ve experienced a 67% year-over-year sales increase, compared to the INFRA membership average of 24% over the same period. Hear from Ian Bowers, IT Manager at Mariposa Market, about what has made the ...
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INFRA's Top 6 Natural Food Trends for 2026

By Madeleine Ware posted 10-29-2025
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Independent natural food retailers have always been at the forefront of the natural product trends. Their agility, resourcefulness, and strong commitment to stocking and supporting brands on the cutting edge of natural foods have made them incubators of innovation for decades. To mark 20 years of empowering independent retailers, and in partnership with leading retail data provider SPINS, the Independent Natural Food Retailers Association (INFRA) is excited to share its perspective on the industry trends that will impact and influence independent natural food stores in 2026. From elevated global flavors to natural sweeteners, these trends are sure to reach ...
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INFRA Launches The Good Collective: A Bold New Wellness Brand Empowering Independent Retailers

By Madeleine Ware posted 10-09-2025
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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 ...
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INFRA Achieves B Corp Certification, Strengthening Commitment to Purpose-Driven Growth

By Madeleine Ware posted 09-30-2025
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September 30, 2025—INFRA, a nationwide purchasing cooperative of independent natural food retailers and a leader in the natural foods industry, announced today that it is now certified as a B Corporation by the non-profit B Lab. This certification marks a strong step forward in INFRA’s mission of strengthening its members through collaboration to forge a sustainable future, as it becomes part of a global community of companies that centers people and the planet in all business operations. Achieving B Corp Certification requires companies to meet the highest standards of verified social and environmental performance, accountability, and transparency. These principles ...
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INFRA Celebrates 20 Years of Empowering Independent Natural Food Retailers

By Madeleine Ware posted 09-29-2025
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September 30, 2025 —The Independent Natural Food Retailers Association (INFRA) proudly marks its 20th anniversary this year, celebrating two decades of strengthening and championing independent natural food retailers across the nation. Founded in 2005 by four visionary retailers—Earth Fare, New Frontiers, New Leaf Community Markets, and Jimbo’s…Naturally!—INFRA has grown from a small network of like-minded pioneers into a vibrant cooperative of more than 380 retailers and 630 storefronts nationwide, representing a collective $3.2 billion in sales. Over the past 20 years, INFRA has become a powerful voice and partner for independents, offering the purchasing ...
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Fall 2025 Staff Celebrations & Anniversaries

By Madeleine Ware posted 09-24-2025
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Work Anniversaries Mike Ohman, Member Business Advisor — 9th Anniversary Ruthanne Atkinson, Growth Operations Manager — 8th Anniversary Aprille Thurheimer, Supply Agreement Assortment Lead — 2nd Anniversary Hannah Rogal, People Operations Generalist — 3rd Anniversary Rachel Keeler, Promotions & Merchandising Advisory Specialist — 2nd Anniversary Rachel Comeaux, Business Programs Manager — 9th Anniversary Brittany Olson, Promotions & Marketing Designer — 2nd Anniversary Robin Davis, Category Manager — 3rd Anniversary Nick Auzenne, Director of Purchasing — 8th Anniversary Sheena Robe, Purchasing Programs Coordinator — 3rd Anniversary ...
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Two Decades of Growth: How INFRA Helped Shape the Natural Foods Industry

By Madeleine Ware posted 09-24-2025
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Jim Olson, SPINS Senior Retail Insights Manager Two decades ago, a handful of pioneering natural food retailers combined their influence in service of a common goal; expanding healthy food access for all. A few years later, SPINS proudly partnered with INFRA in service of that same goal. Since then, the U.S. Natural Products industry has tripled in size, from $97B in 2004 to over $325B in 2024, and the natural food landscape has seen many trends and innovations push the industry forward. Most admirably, many of these same trends and innovations got their start within INFRA’s member-owned stores–stores consistently recognized as incubators and trusted partners ...
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Imagining a Future for Independent Retailers

By Madeleine Ware posted 09-22-2025
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Twenty-six years ago, a popular film starring Meg Ryan and Tom Hanks forewarned the end of independent retailers. Big-box chain stores dominated the cultural and economic landscape, and the story went that little ‘mom and pops’ founded by caring, passionate people, were on their way out. The founders of INFRA had a different idea. Inspired to imagine a successful future for independents, they banded together in 2005 to challenge the popular narrative, buck the trends, and remind the natural products industry that our stores are the beating heart and expanding lungs of our local communities. That audacity: to imagine a future against innumerable odds, is core ...
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True Grace: Celebrating 20 Years of Partnership with INFRA

By Madeleine Ware posted 09-22-2025
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This year marks a milestone for INFRA, 20 years of strengthening independent natural food retailers, and at True Grace, we’re honored to be the Premium Sponsor for this celebration. As a family-owned company with deep roots in the natural foods industry, we share INFRA’s mission and passion for supporting independents who bring health, integrity, and community to people across the country. Our connection to INFRA runs deeper than sponsorship. With over 70 years of combined leadership experience in the natural foods space, our founders and team know firsthand the challenges, and the unmatched rewards, of running an independent business. We believe ...
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