Long before "sustainability" became a marketing buzzword and an ESG line item, one family-run grocer was quietly building its entire model around organic produce, healthy soil and community. That approach just earned it a headline award.
Natural Grocers®, the leading family-operated organic and natural grocery retailer in the U.S., has been named 2026 Sustainability Retailer of the Year by Produce Business, a leading trade publication serving the fresh produce industry. The honor spotlights the Lakewood, Colorado-based chain's 100% certified organic produce program, its support for regenerative agriculture, and a mission-driven approach that predates today's sustainability conversation by decades.
"At Natural Grocers, sustainability isn't a trend or a standalone initiative. It's woven into the fabric of who we are. Our Five Founding Principles have guided us for more than 70 years, and this recognition reflects the dedication of our Crew, farmers, vendors and partners who help bring those principles to life every day." — Raquel Isely, vice president of marketing, Natural Grocers
Five Founding Principles, Seven Decades In
Founded in 1955, Natural Grocers built its business on Five Founding Principles: Quality, Always Affordable Prices℠, Nutrition Education, Community and Crew. The word "sustainability" wasn't in common use back then—but many of the company's core practices reflected environmental stewardship, human health and community well-being from the start.
Today those principles still drive decisions across operations. The company sells only USDA-certified organic produce, supports regenerative agriculture, provides free science-based nutrition education, and maintains product standards built around both personal and planetary health.
Sustainability in Action
The retailer's efforts stretch from what's on the shelf to how the stores run. Highlights include:
- Selling only 100% USDA-certified organic produce in every store
- Supporting regenerative agriculture through industry partnerships, education and advocacy
- Eliminating plastic grocery bags at checkout back in 2009
- Offering compostable produce bags and recyclable paper shopping bags
- Investing in energy-efficient store technologies and sustainable building practices
- Working with farmers and suppliers to advance environmentally responsible growing methods
- Providing ongoing sustainability education for good4u℠ Crew members and customers
Beyond its own four walls, Natural Grocers collaborates with organizations and industry stakeholders to push conversations around responsible food production and the future of agriculture.
Betting on the Future of Food
The company operates on the belief that the future of food depends on practices that support healthy soil, biodiversity, water quality and resilient farming communities. Through supplier partnerships, customer education and product standards that prioritize organic and responsibly sourced foods, it continues to champion practices that benefit both people and the planet.
"As interest in sustainability continues to grow, we're encouraged to see more consumers seeking transparency in how their food is grown and produced. We're proud to help make those choices easier by offering 100% USDA-certified organic produce backed by the quality, transparency and affordability customers deserve." — Matt Fowler, category manager for produce, Natural Grocers
The retailer also prioritizes organic and regenerative producers across food categories and maintains high meat, egg and dairy standards designed to support animal welfare and resilient farming communities.
Why It Matters
For grocers, foodservice buyers and procurement directors, this award is a signal worth reading closely. Transparency around how food is grown has moved from a niche shopper concern to a mainstream purchasing driver—and retailers that can prove their sourcing story, not just claim it, are winning trust and loyalty.
A few practical takeaways for operators:
- Consistency beats campaigns. Natural Grocers didn't launch a sustainability program; it built one into its standards over 70 years. Auditable, always-on commitments (like 100% USDA-certified organic produce) are more defensible than one-off green marketing.
- Affordability and organic can coexist. The company's "Always Affordable Prices" pillar shows better-for-you sourcing doesn't have to mean premium-only positioning—an important lesson for buyers serving value-conscious shoppers.
- Regenerative is the next frontier. As organic becomes table stakes, regenerative agriculture is where forward-looking retailers and suppliers are staking new ground. Building those supplier relationships now is a competitive edge later.
For anyone tracking sourcing transparency and responsible food sourcing across the supply chain, this recognition is another data point that credibility on sustainability is becoming a real market differentiator.
The Takeaway
Recognition from Produce Business—which has served the global fresh produce industry since 1985—puts an industry stamp on a strategy Natural Grocers has run since the Eisenhower era. Its Sustainability Retailer of the Year award celebrates leadership in sustainable business practices, environmental stewardship and long-term commitment to responsible food systems.
Is sustainable sourcing a genuine competitive advantage in your business—or still a cost center you're managing? Drop your take in the comments, and explore more Food & Beverage Magazine coverage of the trends reshaping grocery and foodservice.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
