Empowering Indie Retailers Since 2005

For 20 years, INFRA has empowered independent natural food retailers to thrive in an ever-changing grocery landscape. Founded by pioneers in the natural foods movement, INFRA is a testament to the collaborative spirit that has driven our industry since the beginning.

Our Roots

In 2004, four independent natural food retailers met to come up with a solution to a mounting problem – how could independent retailers expand consumer awareness, compete more effectively, and keep up with a changing industry?

They had the bold idea to band together. With help from industry leaders and a capital investment from our first 14 members, INFRA was officially established as a cooperative in 2005. 20 years later, INFRA is hundreds of members strong and more committed than ever to collaborative success. 

Our Mission

Strengthening our members through collaboration to forge a sustainable future.

Our Vision

We see a future where independent natural food retailers are thriving at the heart of every community, strengthening their local economies, and committed to making healthy, sustainable food accessible to all.

We envision making this a reality through purposeful growth. By 2028, INFRA will be comprised of member stores in 1,000 communities, recognized as a leader in the natural food industry, and act as a model for independent business success, with stores that consistently outperform the natural channel.

We will achieve this by:

  • Facilitating meaningful peer collaboration opportunities and delivering innovative and impactful resources & training for our member owners.
  • Leveraging our collective voice to improve and expand access to products, promotional offerings, and ancillary services.
  • Growing our membership and member businesses by embracing inclusive policies, initiatives, and tools designed to increase diversification of membership, products, and partners—there is room at our table!

Discover INFRA’s impact: Explore the ways we championed innovation, growth, and collaboration for our members—and the broader natural foods industry—throughout 2024.

2024 Annual Report

20 Years of INFRA

This year, we’re celebrating 20 years of empowering independent natural food retailers. Two decades of championing local ownership, sustainable practices, and community-first values. What began as a shared vision has grown into a powerful movement, uniting stores across the country under a common purpose: to make healthy, sustainable food accessible to all. Together, we’ve built a network rooted in collaboration, resilience, and the belief that independent businesses are the heartbeat of a thriving food system.

Thank you to our 20-year sponsor!

Partners make this work possible. Thank you to True Grace for their unwavering support of INFRA's mission in 2025 and beyond.

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Proud to be B Corp Certified

INFRA doesn't just talk about values, we live them. As a Certified B Corporation, we pledge to use business as a force for good not only in the ways that we serve our members, but also in the ways that we show up for our employees and the planet.

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Over The Years

INFRA’s roots run deep. In 2004, four pioneering retailers came together to explore how they could achieve more by working as one. What started as a conversation became a movement, and over the last 20 years, it’s grown into a thriving community of independent natural food retailers.

2004

The Idea is Sparked

Retailers from Jimbo’s…Naturally!, New Leaf, Earth Fare, and New Frontiers began exploring a shared private label program. A feasibility study confirmed there was real potential in building something bigger, together.

2006

Laying the Groundwork for Collective Success

With bylaws and a membership agreement in place, INFRA got to work turning vision into action. Early programs took shape – designed to unite members through collective buying and a shared commitment to doing business better.

2009

Growth Accelerates

With new members joining steadily, INFRA expanded its staff and services. Regional meetings began, giving stores the opportunity to share their best practices and build a growing network of like-minded peers.

2012

Strength in Numbers

Membership surpassed 150 stores. INFRA began gaining recognition as a key voice for independent retailers in the natural foods space and deepened its partnerships with national distributors.

2015

A Decade of Impact

On its 10 year anniversary, INFRA celebrated a decade of collective action. New programs rolled out to further drive store-level success and unify member efforts.

2018

Innovation & Collaboration 

INFRA continued to expand its member tools and resources. The organization grew more data-driven and collaborative, helping members compete more effectively in a changing market.

2022

Strategic Evolution

A new five-year strategic plan was launched, focusing on purposeful growth, operational excellence, and member love. INFRA deepened its commitments to diversity, equity, and inclusion.