Our Mission & Vision

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! 

Our Impact

At INFRA we believe that healthy soil is the foundation of our global food system. Healthy soil creates healthy plants that are less vulnerable to pests and disease, holds moisture and prevents erosion, captures and filters stormwater, stores carbon, and produces high yields without the need for harmful chemical inputs. As populations and food production demands grow, keeping our soil healthy and productive is paramount for sustaining plant, animal, and human life.  

Our vision is about more than food, it’s about nourishing people in all ways and advocating for access to affordable, high-quality, and culturally significant foods for everyone. We know that diversity of identities, experiences, and ways of thinking result in stronger lives for all our members and the communities we serve. We pledge to continue the long journey of working to address inequality and create meaningful change within ourselves and our realm of influence.  

We are committed to working with industry partners who align in values that translate in the supply chain from sourcing to product attributes at shelf. These include Non-GMO Project Verified, regenerative agriculture practices, BIPOC owned, Biodynamic, B Corp Certified, Fair Trade, packaging that is compostable and/or recyclable, and wellness ingredient sourcing and transparency. 

Our Bold New Vision

We recently updated our vision statement to one that will guide us forward over the next five years and ensure that we stay true to our values.


Learn more here!

Our Inspiring Members

View the films below for beautiful representations of our remarkable membership.