As consumers lean into digital, particularly social media, to discover new brands and products, a supermarket’s ability to stay on top of the latest trends and stock these items becomes even more critical. In an effort to appeal to the expectation for the new and the next, diversify their offerings and ensure their stores appeal to local tastes, grocers are creating programs to incubate emerging brands, helping them scale their products to reach more shoppers on more shelves.
The Kroger Co. launched the Go Fresh & Local Supplier Accelerator, a business incubator for fresh food and related suppliers. The incubator identifies organizations that can expand their local and regional offerings across the country, with a focus on fresh food vendors including produce, floral, deli, bakery, specialty cheese, dairy, meat & seafood commodities. The incubator finalists will get on-shelf product placement and business development coaching from organizations and executives participating in the incubator program.