Question · Q4 2025
Chuck Cerankosky asked about vendor participation in Sprouts' loyalty program, inquiring if it has been less than expected and if there's any conflict with vendors regarding Sprouts' own brand product introductions within the program.
Answer
President and COO Nick Konat stated that Sprouts is just beginning to unlock vendor participation in the loyalty and personalization program in 2026, with 2025 focused on launching the capability and gathering data. He described it as a win-win for vendors, especially emerging players, to reach target audiences and drive product trial with strong ROI. CEO Jack Sinclair clarified that there is no conflict with vendors regarding Sprouts Brand; rather, Sprouts is seen as a destination for innovation and differentiation, offering opportunities for new brands.
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