10 Takeaways for IGA Retailers from the Spring NRAB Meeting

In early April, the National Retailer Advisory Board (NRAB), a group of over 40 IGA retailers, wholesalers, and vendor partners, gathered in Denver to visit independent grocery stores and discuss a wide range of topics, from economic pressures and shopper behavior to new tools, programs, and growth opportunities. The common thread: independent grocers are well-positioned to win, but only if we adapt, communicate, and execute.

Here’s a concise breakdown of the key topics discussed and what they mean for independent grocery stores across the country.

1. The Big Picture: Economy, Shoppers & the Road Ahead

Today’s shopper is under pressure. Food prices are up significantly over the past few years, while wages haven’t kept pace. Even though grocery inflation is lower than restaurants, customers still feel squeezed, and they’re looking for value everywhere.

At the same time, independents have a major advantage: trust. Customers know you, and that gives you permission to explain — not defend — your pricing. As IGA CEO John Ross explains in his series on pricing, the takeaway is clear:

👉 Transparency and communication are now competitive advantages.

2. Changing the Price Conversation: Transparency Campaign

Building on that insight, IGA introduced a price transparency campaign designed to address shopper concerns head-on.

The messaging is simple but powerful:

• “We won’t raise prices more than necessary”
• “We only make about 2¢ on every $1”
• “We’re your partner in the fight against inflation”

This campaign helps shift perception from “price gouging” to honest, community-focused retailing. The key is consistent execution: making sure shoppers see and understand this message throughout the store. Find details on the campaign, see the new signage, and order it for your store today.

👉 Price perception matters as much as price itself.

3. Communicating Change: Align Your Message

A key theme across presentations: communication must be intentional and consistent.

Best practices:

• Start with leadership alignment
• Equip employees with simple talking points, like those shared in this pricing explanation course from the Retail Learning Institute
• Reinforce messaging across all shopper touchpoints
• Use multiple channels (in-store, digital, social)

Whether it’s pricing, promotions, or new programs, clarity builds trust.

👉 If your team can’t explain it, your customers won’t understand it.

4. Winning with Fresh & Better-for-You Trends

New Red Oval Partner The Wonderful Company attended, supplying guests with refreshing and healthy snacks including Halos, pistachios, and pomegranate juice. Their presentation reinforced what many of you already see: shoppers are prioritizing health, convenience, and fresh foods.

Winning strategies for independent grocers include:

• Secondary displays drive impulse
• Cross-merchandising builds baskets
• Seasonal moments create spikes
• Staying in stock is critical

Independents have a natural edge here, with fresh departments, flexibility, and local trust.

👉 Execution, not just assortment, drives growth.

5. Multicultural Retail: Reflect Your Community

Today’s shoppers are increasingly diverse, and their baskets reflect that. Multicultural and mainstream shopping are blending, making success dependent on local relevance, instead of a one-size-fits-all approach. The NRAB visited several Leevers Supermarkets stores, including Save A Lot y Mas, a store that builds on the original Save A Lot concept while offering an expanded selection of fresh Hispanic produce, specialty meats, and bakery items, to see this approach in action. 

Independent grocer focus areas:

• Assortment aligned to your shoppers
• Strong fresh departments
• Community connection

To discover who is really shopping your store (the demographics likely differ from what you think), contact IGA's ADvay Media Group to perform a marketplace analysis. Once you know who is shopping your store, you can adjust your assortments to match the shoppers' needs and wants.

👉 You don’t need a new store; you need a store that reflects who shops it.

6. A Major Shift Ahead: Health & GLP-1 Trends

One of the most important forward-looking topics was the rise of GLP-1 weight-loss drugs, which could impact up to a third of U.S. adults by 2030.

This is changing how people eat, with shoppers seeking smaller portions; higher protein foods; more fresh, less processed foods; and less alcohol and "empty calories." A visit to Leevers Locavore, a 100% employee owned store that focuses on local, fresh options at a value, impressed the group with an example of local, fresh, and convenience served at an exemplary level.

Opportunities for independent grocers:

• Meat, dairy, and protein-rich foods
• Produce and fiber-rich items
• Healthy snacks and prepared foods

👉 Health-focused shoppers spend more and shop more often.

7. Listening to Your Shoppers: Voice of the Consumer (VOC)

IGA is evolving its assessment program to include Voice of the Consumer (VOC), which delivers real feedback from your shoppers, not just a single store audit.

Key points:

• VOC will be required for 5-Star status in 2026
• Feedback is collected via QR codes, receipts, and digital channels
• You’ll receive data on satisfaction, Net Promotor Scores (NPS), and actionable insights

The biggest value? Knowing exactly where you’re winning and where you’re not, so you can keep the valuable items and services and work on the opportunities for improvement.

👉 Stores that listen and act will outperform those that guess.

8. Driving Value at the Shelf: ScanApps (IPN)

ScanApps continues to grow rapidly, with strong increases in offers, participation, and redemption dollars.

Why it matters:

• Shoppers are more deal-driven than ever
• Shelf visibility drives engagement
• Execution (especially tags) directly impacts results

The opportunity is simple: participate fully in IGA's digital ad offers by promoting your digital circular and placing shelf tags where deals are located, execute consistently, and track performance.

👉 If shoppers see the savings, they’ll buy.

9. ESLs & Store Technology: The Future Is Now

Electronic Shelf Labels (ESLs) are quickly becoming mainstream across grocery. IGA Red Oval Partner Aperion discussed the latest technology and benefits, which include:

• Real-time pricing accuracy
• Labor savings from automated updates
• Better inventory visibility
• Faster e-commerce picking

With ROI typically within 18-24 months, ESLs represent a practical path to modernization. With many members of the NRAB early adopters of this technology, reach out to your IGA area director if you would like to discuss a fellow retailer's experience with ESLs. They can connect you with someone with experience in this sector for truthful opinions and tips. 

👉 Technology is no longer optional: it’s operational.

10. Looking Ahead: Growth & Opportunity

IGA continues to grow rapidly, with expanding store count, stronger private label performance, and increased promotional funding potential.

Key growth drivers:

• Private label (higher margins)
• Retail media and promotions
• Shopper analytics and insights
• Health and wellness initiatives

👉 The tools are there. The opportunity is execution.

Final Thoughts

Across every presentation, one message stood out: independent grocers are built for this moment.

You have what today’s shoppers want, delivering trust, fresh food, local relevance, and flexibility. But success depends on how well you communicate value, execute in-store, listen to shoppers, and adapt to change. If you lean into those strengths, the path forward isn’t just stable; it’s full of growth.