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Kroger Brings Farming to Its Stores in Push to Get Greener (and Sell More Kale)

The grocery-store giant makes a bet on farm-to-aisle, trying to win back shoppers.

Example of an urban farm debuting in Kroger stores next week.
Photographer: Infarm

Visitors to Seattle-area Kroger supermarkets next week will be able to walk out with fresh parsley, cilantro and other greens grown in the store, the latest example of grocers bringing the farm right to their aisles.  

Kroger’s deal with German startup Infarm includes two stores with plans for 13 more to come online by March of next year. It’s part of a broader push by the nation’s biggest traditional supermarket chain to improve sluggish sales by amping up its fresh-food offering, while also enhancing its environmental cred. The greens—including crystal lettuce and Nero Di Toscana kale—only need tending once or twice a week and will sell for no more than Kroger’s existing store-brand organic produce, according to Suzy Monford, Kroger’s group vice president of fresh.