How to Sell to Kroger & Become a Kroger Vendor

Learn everything you need to know to become a Kroger vendor

Hey there I’m Karen Waksman, the founder of Retail MBA. In this blog post we’re going to dive into the topic of selling your products at Krogers.

I wanted to create this short video training, because I’ve been teaching product companies across the country about selling to retailers. I often come across companies that need guidance on how to get their products on Kroger’s shelves.

They often ask me questions like:

“How can I get my products into Krogers?”
“What should I know before approaching them?”
“What factors should I consider?”

Kroger is a company with a range of stores including convenience stores, jewelry stores and department stores. There are opportunities for you to sell your products through them.

Now lets dive into some aspects you should consider when working with Kroger. While many people associate Kroger with food products today we’ll focus on those who’re specifically interested, in food related items as that tends to be what comes to mind when thinking about Kroger. Becoming a vendor for Kroger presents an opportunity for your business. If you have a product that would be a fit for Kroger supermarkets there are ways to generate profits with them due, to their high volume purchasing. One approach is to pitch your branded product, packaged under your label and reach out to Kroger to get it stocked in their stores.

Advantages to Enjoy

Once you become a Kroger vendor there are advantages to enjoy. However there is another method of making money with Kroger known as labeling. This involves selling your product to Kroger under their brand name. Kroger has its brand designed specifically for their stores, which sets it apart from selling your product directly to them. Essentially you can sell your product under the Kroger brand name through the label option. Now you might wonder why you would want to remove your branding and sell under the Kroger brand name through labeling. The primary reason is that they purchase volumes of products for their stores under their label brand name.
Once you establish a partnership, with Kroger as a vendor they will increase their purchases of your products.

When you visit a grocery store and notice the presence of both branded products and Kroger’s own version on the shelves you’ll usually find that the latter is slightly cheaper. This deliberate strategy by Kroger caters to customers who prioritize affordability over brand names. While Kroger aims to satisfy this customer base it’s important to acknowledge that some individuals do value brands while others do not.

What are the implications if you sell your products under Krogers brand name?

By doing your brand may not receive the recognition that certain customers hold in regard. However there is potential for increased sales and profit since Kroger consistently stocks products under their own brand names.

Choosing private label options for food products can be a choice if you are willing to forego your own brand identity specifically for that retailer.

How can you get your products stocked in stores owned by Kroger and become a vendor?

The advantage of labeling is that it doesn’t require approaching every retailer. If you have already reached out to Kroger directly as a vendor with your product. They have shown no interest, in carrying your specific brand 

Consider exploring the option of selling your product as a label to potentially expand your revenue streams. You could approach buyers who specialize in label products like Kroger for instance. Selling your product under their brand name might involve adjusting the pricing strategy. It can lead to increased sales volume due, to their established reputation.

To maximize your potential with Kroger and increase profits it’s worth considering the label route. If Kroger shows interest in your product they can guide you on packaging requirements. This presents an opportunity for you to generate income and expand your business. Some companies choose to work with retailers through labeling because it covers various aspects of growing their business without relying on individual retailers.

For insights, on selling to Kroger and boosting profitability continue exploring strategies that align with the private label concept.