The Kroger Co. has announced the expansion of its Our Brands portfolio with the introduction of Field & Vine, a fresh produce line sourced from U.S. farmers in states including California, Florida, Georgia, Michigan, New Jersey, North Carolina, Oregon, and Washington. The new line currently features blueberries, blackberries, raspberries, and strawberries.
Field & Vine aims to offer enhanced freshness and quality through local sourcing, reducing transit time. Dan De La Rosa, Kroger’s group vice president of Fresh Merchandising, emphasized the importance of harvesting berries at peak seasonality to provide customers with the best-tasting, highest-quality produce. He expressed enthusiasm about the collaboration with local farmers to deliver fresh berries to families across America.
Matthew Giddings, chief operating officer of Always Fresh Family Farms, highlighted the benefits of working with Kroger, noting that the partnership allows customers to enjoy Georgia blackberries at their seasonal best. He pointed out that the U.S.-grown berries enable customers to support local growers while enjoying fresh, ripe fruit.
Field & Vine is a limited-time, annual offering that promises optimal freshness. Juan De Paoli, Kroger’s vice president of Our Brands, noted that the addition of Field & Vine underscores Kroger’s expertise in fresh produce and its commitment to delivering high-quality products backed by a freshness guarantee.