INFRA's new launch, The Good Collective, empowers independent wellness retailersINFRA's new launch, The Good Collective, empowers independent wellness retailers

The Independent Natural Food Retailers Association (INFRA) proudly announces the launch of The Good Collective, an exclusive wellness brand created by and for independent natural retailers. This new line embodies INFRA’s cooperative spirit and its commitment to bringing high-quality, value-driven products to communities across the country.

The Good Collective debuts with a thoughtfully curated range of 27 products—including vitamins and supplements (11 SKUs), hair and body care essentials (10 SKUs) and protein powders (six SKUs)—with continued innovation and category expansion planned throughout 2026. Designed to strengthen member stores and delight shoppers, The Good Collective helps retailers grow store margins, drive customer discovery and reinforce their role as trusted wellness destinations in their local communities.

“The Good Collective represents the best of who we are—independent, innovative and united by purpose,“ says Pat Sheridan, president and CEO of INFRA, “It’s a tangible expression of INFRA’s belief that when we come together, we can create something powerful enough to change the future of independent retail. Together, we’re bringing clean, effective wellness products to market that honor people, planet and the independent spirit at the heart of our industry.”

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Sarah Super, INFRA’s wellness strategist, added, “Consumers today want products they can trust—ones that align with their values and their wellness goals. The Good Collective was thoughtfully crafted with integrity, transparency and care offering effective, accessible solutions that give shoppers confidence and give retailers a competitive edge. This is only the beginning of what’s possible.”