Grocery Product Criteria

If you have a product that you think would be a good fit for Natural Grocers, and it can be eaten or sipped, then you’ve found the right place!

We look forward to learning more about your food or beverage products, and to consider them for potential placement in our stores, whether they are new products from larger national or regional brands, or local brands and products that can be carried at individual store locations. Please note: We are unable to approve any products sold via multi-level or independent distribution business models.

Step 1 – Send Us a Simple Email

Please fill out the New Item Submittals Form: 

Natural Grocers New Item Form

Once complete, send to us via email at [email protected]. Please be sure to include your brand name in the SUBJECT HEADING of your email.


Step 2 – Review Process

The New Products Approval Committee will evaluate your product(s) and the ingredients to ensure they pass our Grocery Standards. Go to the Natural Grocers Home page and click on Our Products and view a list of Things We Won’t Carry and Why prior to submitting to Natural Grocers. If your products are in line with our quality standards, please ship samples to the address below. Your products will then be presented to our committee in the upcoming weeks. 

Natural Grocers

New Item Review

4403 Table Mountain Drive

Golden, CO 80403


Step 3 – We’ll Contact You

Due to the overwhelming volume of new product submissions, we cannot guarantee you will receive a quick response. Please provide complete and accurate information to help expedite the review process. The New Items Specialist will communicate all approved and declined products to local brands individually and larger or regional brands via the New Items Monthly Report. Click below to receive the Monthly New Items Report.


Some Other Important Information


Things We Won’t Carry and Why

Click here for a dynamic list of the most problematic ingredients that include explanations of why we won’t carry them:



Unless they are Certified Organic, if your ingredients include corn, canola, soy, beet sugar, etc., we will ask about a Non-GMO Certification because these crops are often genetically modified.



Be prepared to send samples of your product submissions as part of our evaluation process, unless this is not practical for your particular product.
Please note: We ask that any refrigerated or frozen samples should be clearly marked on the box PERISHABLE or KEEP FROZEN so that they can get handled promptly to retain their quality.


UPC #’s

You are welcome to contact us about your product if you don’t currently have a UPC code on your packaging. However, please realize that having a 12 digit UPC code will be a requirement before your products will be approved.


Liability Insurance

If your product is approved and you will be a direct vendor for our stores, you will need to have at least $1 million dollar Liability insurance policy and be able to add Natural Grocers as an additional insured.