Sprouts Unveils New Real Root- Velocity This Week Live

In the latest episode of Velocity This Week Live, hosted by Christopher Durham, President of the Velocity Institute, and co-host Laraine, viewers were treated to an insightful look at how leading retailers are embracing sustainability and innovation within their private brand offerings. Airing on Wednesday, October 9, the show focused on groundbreaking initiatives from Sprouts Farmers Market, Sainsbury’s, Home Depot, and Trader Joe’s.

Sprouts Launches Real Root Line

Sprouts Farmers Market took center stage with the unveiling of their new Real Root by Sprouts line, a collection of over 130 natural and cruelty-free products. The retailer is positioning itself as a leader in the wellness category with this release, which features body care, personal care, and home fragrance products. Each product is formulated without parabens, artificial fragrances, or other harmful ingredients, offering customers high-quality, vegan, and cruelty-free options. Exclusive seasonal scents, such as pumpkin spice and peppermint vanilla, are designed to appeal to customers seeking a luxurious yet sustainable self-care routine.

Kim Coffin, Sprouts’ Chief Forager, said, “Real Root by Sprouts is all about nurturing both inner and outer well-being. We’ve focused on creating high-ingredient standards in every product to ensure that taking care of yourself is simple and enjoyable.”

Sainsbury’s Pioneers Peat-Free Mushroom Farming

Laraine highlighted Sainsbury’s sustainability efforts in the UK by introducing peat-free mushrooms. Traditionally, mushroom farming relies on peat, which takes centuries to form and damages wetland ecosystems when extracted. In collaboration with supplier Monaghan, Sainsbury’s has replaced peat with a sustainable, recycled substrate, reducing peat usage by over 20,000 tons annually.

These peat-free mushrooms, available in more than 200 stores across the UK, mark a significant step toward Sainsbury’s goal of achieving Net Zero across their supply chain by 2050. The mushrooms are reported to be firmer and longer-lasting, offering customers the same high-quality product while helping to reduce carbon emissions and protect fragile ecosystems.

Home Depot Cuts Styrofoam and PVC Packaging

In another significant sustainability initiative, Home Depot has eliminated Styrofoam and polyvinyl chloride (PVC) from the packaging of its private-label products. These materials, which are difficult to recycle and pose health risks, have been replaced with more sustainable options. The change has reduced 6 million cubic feet of Styrofoam and 39 million square feet of plastic film in 2023 alone.

Christopher Durham noted that while the shift may not be revolutionary, it is a significant step in Home Depot’s broader sustainability efforts. By 2027, the retailer plans to transition to fiber-based packaging that is compostable, recyclable, or recycled content, further reducing its environmental impact.

Trader Joe’s Introduces Alcohol-Free Vanilla Flavoring

Rounding out the episode, Trader Joe’s announced the launch of their new Double Fold Alcohol-Free Bourbon Vanilla Flavoring, just in time for the holiday baking season. Made from Madagascar vanilla beans and packed with twice the amount of vanilla compared to standard extracts, the alcohol-free flavoring caters to customers seeking rich, aromatic vanilla without alcohol.

The limited-edition product, priced at $7.99 for a 3.55 Fl Oz bottle, is expected to be a seasonal hit. Its stylish packaging and versatile use make it ideal for both sweet and savory recipes and a thoughtful gift for home bakers.

Sustainability Summit: Walmart, Sprouts, and More to Lead the Charge

The 5th Annual Velocity Institute Sustainability Summit is set to take place in Phoenix, Arizona, and this year’s lineup is shaping up to be one of the most impactful yet. Retail giants like Walmart, Sprouts, Thrive Market, Whole Foods, and Meijer will take the stage to share their private brand sustainability stories. These industry leaders will highlight their efforts in reducing waste, sourcing responsibly, and innovating with sustainable practices in mind.

As sustainability becomes an increasing priority for consumers and retailers alike, the Summit provides an invaluable opportunity for attendees to learn how private brands spearhead eco-friendly initiatives. From packaging innovations to sustainable product development, this year’s Summit will offer actionable insights into the future of retail.

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About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.

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