2022 INFRA Impact Report

You asked. We listened.

Now it’s all coming to life.

We close out 2022 full of optimism. As our industry confronted some of its biggest challenges, INFRA never stopped listening to our members and advancing plans for their success. Now that the skies are clearing, the seeds we sowed in the first two years of the pandemic are bearing fruit. New tools and resources to strengthen members’ businesses. New venues for learning and collaboration between stores teams. New opportunities to connect face to face. And new partnerships that grow our members’ economic clout.

Together, we’ve built the foundation for a more thriving association in 2023 and beyond. Read on to see how it’s coming to life.

2020 LEARN

From the earliest months of the pandemic, we listened to members to identify what support was needed for stores to navigate a stormy period and thrive long term.

2021 PLAN

We laid the technical and human groundwork to help our members fill gaps and cope with change, from online sharing communities to hands-on business support.

2022 BUILD

INFRA pushed those plans forward, ultimately launching a host of innovative tools and new industry partnerships our association can rely on long-term.

2023 GROW

Members are starting a more efficient, competitive, and connected year with advanced technology, resources and partnerships.

The past few years

have made abundantly clear the essential nature of independent natural foods retailers. More than simply places to buy groceries, these stores have become the bustling, thriving hubs of our local communities, serving as centers of education, inspiration, and connection.

We’ve all witnessed the cultural shift towards conscious living and making mindful choices about what we eat, how we live, and the products we use. There’s a growing recognition that our choices can have a positive impact on the world around us. And nowhere is that more evident than in the natural and organic food industry, where independent retailers play a vital role in guiding consumers to healthier, more sustainable products that benefit people and our planet.

Pat Sheridan President and CEO, INFRA

Emily Kanter Board Chair, INFRA Co-Owner and CEO Cambridge Naturals Cambridge, MA

As members of the Independent Natural Food Retailers Association (INFRA), we’re building this future together. We remain committed to our mission of forging a sustainable future through collaboration, innovation, and collective action and being there to support members whatever the challenges. Now we’re seeing the fruits of this labor. INFRA and its members have built a foundation for a more thriving association,

one that’s more connected, more competitive, and better equipped to meet the demands ahead.

With access to new tools, resources, and partnerships, INFRA members are starting the year with renewed energy and optimism. They’re connected in ways they never were before, with a world-class platform of technology that’s making collaboration easier and more rewarding. Perhaps most importantly,

our members are part of a community that’s committed to making a difference in the world. Through their work, they’re driving the industry forward, feeding their communities, and inspiring others to make more mindful choices.

So, as we look ahead to 2023, let’s take a moment to celebrate the hard work and dedication of independent natural foods retailers — and the association that

supports them. Together, we’re forging ahead with strength, purpose, and vitality, and creating a more sustainable future for all.

As INFRA grows, so do our members. Onward to a more bountiful year!

Pat Sheridan President and CEO

Emily Kanter Board Chair

We are INFRA.

Independent Natural Food Retailers

Association (INFRA) is a cooperative of more than 300 independent retailers serving hundreds of communities in 45 states and Puerto Rico. Through collective buying power, operational support and exchange, and innovative marketing programs, we help member businesses thrive in step with their values, their communities, and a fast-changing industry.

Strengthening our members through collaboration to forge a sustainable future.

Leading the movement. Driving the industry. Feeding the community.

OUR MISSION

Strengthening our members through collaboration to forge a sustainable future.

OUR VISION

Leading the movement. Driving the industry. Feeding the community.

BECOME AN INFRA MEMBER

INFRA unites independent stores to be a force in the natural and organic food industry.

If you’re an owner driven to create a more competitive and sustainable business as you feed and uplift your community, take your seat at the table. Contact our VP of Member Success at drydel@infretailers.com to learn more.

LEADERSHIP TEAM

BACK ROW

Pat Sheridan

President & CEO

Nick Auzenne

Director of Purchasing

Danelle Rydel

VP, Member Success

Michele Lamppa

Director of People & Culture

FRONT ROW

Greta Sikorski

Director of Operations

Stephanie Paquin Controller

Erica Schulte King

Director of Marketing & Communications

Angela Bozo

Director of Member Programs

Dale Carlson Director of Technology (inset)

BOARD OF DIRECTORS

BACK ROW

Terry Brett

Kimberton Whole Foods

John Pittari

New Morning Market

Jason Bander

LifeThyme Natural Market/ Good ‘N Natural

Adam Stark

Debra’s Natural Gourmet

Emily Kanter

Board Chair; Cambridge Naturals

Laughing Water

Real Food Market + Deli

John Wood

Board Secretary; The Green Grocer

Pat Sheridan

President & CEO; INFRA

SEATED

Mylese Tucker

Nature’s Cupboard

Sasha Galitzki

Board Treasurer;

New Moon Natural Foods

Summer Auerbach

Rainbow Blossom

Brian Kvistad

Blossom Grocery (inset)

We have added more amazing talent to the INFRA staff in 2022. Learn about the new faces and capabilities on page 15.

We unite the natural foods ecosystem to nurture more prosperous businesses and thriving communities.

1 Independent Members Page 10

3

INFRA Staff Page 14

2 Industry Partners Page 12

We joined INFRA to be more competitive, but that’s just the tip of the iceberg. We love meeting other owners and sharing ideas and best practices. But the biggest change is the perception of our business — from being an ‘overpriced’ health food store to a market that offers competitive prices and great deals.

Andrew Noel CEO, Diane’s Natural Market, St. Augustine, FL

MEMBERS HELPING MEMBERS

What connects independent natural food retailers? Shared values, shared challenges, and shared strengths. As part of INFRA, they succeed together in ways they can’t do alone. In 2022, we helped our membership lean into collaboration with tools, opportunities, and events that delivered personal as well as professional rewards.

In June, INFRA released a new public website with a robust Members-Only Area and a modern, easy-to-navigate experience. With staffing and supply chain issues affecting nearly everyone, this powerful platform brought members together around solutions. It was a huge leap — from an owners-only listserv to a dynamic resource accessible to all team members. Now a wealth of business-critical guidance is a tap away, from operational best practices to training content to practical

advice from colleagues who’ve been there. Our members joined up in force and the sharing community keeps growing stronger.

Some of the year’s most satisfying connections happened in person. After two years online, INFRA’s Annual Conference made its longawaited return — and the faceto-face energy was palpable.

Hundreds of members gathered for inspiring keynotes, insightful education sessions, and the launch of our new

BRIX Awards, while celebrating with old friends, new members, and industry partners.

Our new promotions portal is one more way we’re making life easier for our membership. Launched in 2022, the portal allows members to forecast quantities for INFRA promotions that they would like to feature on an off-shelf display. It’s a streamlined way to bring customers amazing new products and create interest and impact in store.

new members in 2022

22 storefront locations across our membership

519 equity distribution since our inception

$3.3M combined representative annual sales and collective purchasing power

$2.4B

I’m honored to work alongside INFRA to add value to the association. I don’t believe we would have achieved the growth trajectory we’ve been on without this partnership. Together, there is no ceiling to be had!

Helena Suarez Executive Sales Director, KeHE Distributors

THE POWER OF PARTNERSHIP

Working at the center of the natural foods ecosystem, INFRA acts as a deal-maker, opportunity-finder, and roadblock-clearer for members. This year we stepped up our role, strengthening existing partnerships between vendors, distributors, and independent stores and forging valuable new ones.

In 2022 retailers coast to coast felt the pressure to access food from more local and regional sources. INFRA led the way by entering into a new pricing agreement with Rainforest Distribution. Rainforest provides more than 5,000 in-demand products to INFRA members across 16 states in the Mid-Atlantic and Northeast. The deal is already

paying dividends: lessening inflationary impacts, keeping shelves reliably stocked, and expanding customers’ access to great-tasting non-GMO and organic options.

For vendors who want to grow a relevant brand in the natural channel, INFRA stores are critical partners. At the 2022 INFRA conference,

170

Vendors at INFRA Tabletop Buying Event in July

905

INFRA Deals regional flier ads

our tabletop event brought members face to face with dozens of these organic innovators and rising stars. It was the perfect chance to see and sample emerging food trends and access differentiated products customers want next. We’re building on that success in 2023 with plans for more than 300 vendor tabletops.

720

INFRA Deals national flier ads

4,991

UPCs promoted each month on average

Dale Carlson INFRA Director of Technology

This industry is constantly pushing the boundaries of what is possible, from innovative products to sustainable packaging. Being part of an organization that supports and collaborates with these businesses is incredibly rewarding.

ALLIES BEHIND THE SCENES

INFRA member stores across the country have the backing of a professional staff of retail, operations, technology, and natural foods experts. In 2022, we expanded our Twin Cities-based team to keep our membership well-informed, connected, and more competitive and profitable as a whole.

Michele Lamppa, INFRA Director of People & Culture, highlights the new roles and capabilities we’ve added for members in 2022.

We believe that the people at INFRA are vital in supporting the success of our members. 2022 continued a talent growth strategy focused on expanding team capabilities to best support our members in today’s landscape.

It’s been amazing to see the results and value experienced by members. We have been able to increase service and support for new membership connections, expand technology capabilities and services, and add support for

member merchandising and promotions. We increased regional focus for both distribution and member stores.

We also enhanced our team’s expertise in areas across the natural foods business, particularly in wellness, specialty products, center store, entrepreneurship, business intelligence, data insights, member experience, HR, communications, and consultative mindsets.

In addition to these expansions, we have worked hard to create a culture of innovation, learning, and growth. An increasing number

of staff members are taking on new responsibilities and leadership roles within the organization. We recognize employees committed to continuous learning and improvement and celebrate their successes along the way.

Looking ahead, we will continue to attract and retain the best talent and provide our team members with an environment in which they can grow and excel. Good things are coming. Through the strength of each new employee, member, and partner, we can collectively realize INFRA’s vision and mission.

Capabilities added in 2022:

» Participation Project Team

» Recruitment & Onboarding

» Regional Focus

» Operations & Systems Creation

» Depth of Store Operations Experience

» Wellness

» Specialty Product Sales Support

» Product Data Expertise

» Merchandising

» Project Management

» Digital Marketing

» Consultative/Agency Marketing

» Social Media Planning

» Omni-channel Communications Planning

» Podcast

» Technology Strategy

» SaaS Expertise

» User Experience

» Business Intelligence

» Data Visualization

» SharePoint Expertise

52 new roles in 2022

INFRA staff members support members in 45 states & Puerto Rico

10 hours of staff time in our annual Day of Love community giving event

286

316 Members Strong

Our members are the beating heart of their communities and the natural foods industry. We want to recognize the many independent owners, managers, and employees across the country nourishing healthy, vibrant communities every day. For all you do, thank you.

Welcome, to the 22 new members who joined INFRA in 2022!

Agata & Valentina

Manhattan, NY

AlchePharma Naturals

Santa Maria, CA

Chimacum Corner

Farmstand

Chimacum, WA

Choice Market

Denver, CO

Cox Farms Market

Duncanville, TX

Diane’s Natural Market

St. Augustine, FL

Earnest Foods

Springfield, NY

Good Food Markets

Washington, DC

Good Nutrition

Norcross, GA

Hanalei Market

Hanalei, HI

Harmony & Health

Corydon, IN

Jensen’s Food

San Diego, CA

Mana Foods

Paia, HI

MANNA Food Co-op

Detroit Lakes, MN

Marczyk Fine Foods

Denver, CO

Mar-Val Food Stores

Lodi, CA

Mike’s Organic Cos Cob, CT

Mustard Seed

Natural Market

Hayes, VA

Natural Path

San Sebastián, PR

Nutrition Stop

St. Peters, MO

The Market

Flatonia, TX

Third Street Market

Whitefish, MT

Annual Giving

Each year INFRA supports organizations that align with our mission through financial contributions and/or in-kind contributions of staff time. In addition to our national giving priorities, INFRA’s staff had the opportunity to steer a portion of annual giving dollars to causes with local impact.

ORGANIZATION-LED GIVING

The Organic Center

Provender Alliance

Rural Advancement Foundation

Organic Farming Research Foundation

SENPA

Rodale Institute

Climate Collaborative STAFF-SELECTED GIVING

Biodynamic Foundation

Only Organic Voices

Alter Eco Foundation

Non-GMO Project

Appetite For Change

Regenerative Organic Certified

Fairtrade America

NATIFS

National Farm to School Network

Vitamin Angels

PARTNER AWARDS

2022 Member Champion Award Organic Valley

2022 Member Champion Award Nixie Sparkling Water

2022 Sustainability Stewardship Award Ziba Foods

2022 Sustainability Stewardship Award SpudLove

2022 Leading Innovation Award Siete Family Foods

2022 Leading Innovation Award Cocojune

annual member and partner recognition is now called the BRIX Awards.

MEMBER AWARDS

2022 Inaugural Cheryl Hughes Award for Leadership Cheryl Hughes

2022 Inaugural Debra Stark Award posthumously presented for Service to the Industry to Debra Stark

2022 Growth Award MaMa Jean’s Natural Market

2022 Growth Award Food Matters Market

2022 Growth Award Cornucopia Natural Market & Deli

2022 Trailblazer Award The Green Grocer

2022 Community Engagement Award Down to Earth Organic & Natural

2022 Collaboration & Contribution Award Nutrition World

2022 Collaboration & Contribution Award Village Nutrition

2022 Equitable Access Award New Earth Market

and vegetables and a reference to our members’ anchoring presence in their communities. Congratulations to this year’s honorees — you earned it.

CELEBRATING CHERYL HUGHES

At this year’s annual conference, INFRA member and outgoing Board Chair Cheryl Hughes accepted the inaugural Cheryl Hughes Award for Leadership, recognizing her inspiring commitment to the organic industry. “Receiving the first BRIX award was an honor that touched my heart and soul,” she said.

“To be recognized by your peers for something that you love to do made it especially touching.”

INFRA’s

“Brix” is a measure of sweetness in fruits

2022 Sponsors

Let’s hear it for our sponsors! Their generous financial support for our conferences and events contributes directly to our members’ success. Thanks to the many new and long-time partners who helped advance our work this year.

$10,000 INTEGRITY

2022 By the Numbers

In FY 2022, our operating results remained strong. Operating revenue grew 9.3% over the previous year, attributable to the strength of our promotional programs, whose revenue increased 6.9% year over year, and our growth in membership and related rebates under member programs, where revenue increased 17.4%. That growth is a testament to our member buying power and the strength of our strategic relationships in the industry.

$417,299 2022 Equity Distributions

INCOME

EXPENSES

$

3,316,421 Equity Distributions Since Inception

60% 17 % 15% 8%

Promotional Programs

Supply Agreements

Other Programs

Member Dues

57 % 20% 15 % 7% 1%

Staffing

Direct Program Costs

General Overhead

Member Expense

BOD Expense