Kroger adds new produce brand

The Kroger Co. says it launched a new fresh produce line, Field & Vine, to highlight produce grown by U.S. farmers in California, Florida, Georgia, Michigan, New Jersey, North Carolina, Oregon and Washington.

"Field & Vine features berries grown in the fields of American farmers that are picked, packed and delivered in stores during peak seasonality," Dan De La Rosa, Kroger's group vice president of fresh merchandising, said in a news release. "Harvesting at just the right time during the U.S. growing season allows us to provide our customers with an enhanced fresh experience, offering the highest-quality, best-tasting berries possible. We are thrilled to launch Field & Vine in collaboration with local farmers who enable Kroger to feed families across America every day."

Kroger currently offers strawberries, blueberries, blackberries and raspberries under the Field & Vine brand.

"Working with Kroger has been great for getting our Georgia blackberries to customers when they are at the very best of the season," Matthew Giddings chief operating officer of Always Fresh Family Farms, said in the release. "By identifying where our berries are grown — right here in the U.S.A — customers can feel good about supporting their local growers and they are getting fresh and in season fruits, harvested at a time when fully ripe and ready to eat."

Kroger said the produce sold under the Field & Vine brand is a limited-time, best-of-season product with optimal freshness.

"Adding Field & Vine to the Our Brands portfolio brings together Kroger's expertise in fresh with our commitment to deliver customers the products they want, backed by our fresh guarantee," Juan De Paoli, Kroger's vice president of Our Brands, said in the release.