Following a successful spring rollout, Edible Garden AG Incorporated and Wakefern Food Corp. are expanding their “Garden Starters” program to bring fresh, living herbs to ShopRite customers throughout the midsummer season.
The initiative, which features USDA Organic Certified herb plants merchandised on highly visible pallet displays, was created to meet rising consumer demand for home-grown ingredients. The expanded promotion aims to capitalize on summer activities such as outdoor grilling, seasonal recipe preparation, and cocktail crafting by making fresh herbs easily accessible at participating ShopRite locations.
Meeting growing consumer demand
The Garden Starters program allows shoppers to purchase living herbs that continue to grow after purchase, offering a sustainable alternative to traditional cut herbs. According to Jim Kras, Chief Executive Officer of Edible Garden, the program’s success is a testament to consumers’ evolving preferences for fresh, flavorful, and locally grown ingredients.
“Our Garden Starters program has resonated with consumers looking for fresh, flavorful ingredients they can enjoy right at home,” said Kras. “We are excited that Wakefern and ShopRite are expanding the program into a midsummer event, reinforcing the strength of our partnership and the growing consumer demand for fresh, locally grown living herbs.”
Innovative retail merchandising
The expansion highlights a strategic shift in retail merchandising that prioritizes consumer engagement. By utilizing pallet displays, Edible Garden creates an “eye-catching” shopping experience that encourages impulse purchases and repeat visits.
“Garden Starters demonstrates how innovative merchandising, paired with premium-quality products, can increase consumer engagement, encourage repeat purchases, and create value for both retailers and shoppers,” Kras added.
A focus on sustainability
The partnership also underscores Edible Garden’s broader mission of “Zero-Waste Inspired®” agriculture. The company’s merchandising solutions are designed to work in tandem with its proprietary GreenThumb 2.0® technology, which aims to maximize retail productivity while reducing food waste across the supply chain.
The midsummer promotion is currently rolling out at participating ShopRite stores, where shoppers can find the expanded selection of herbs throughout the remainder of the summer.
