New Seasons overhauls 'Home Grown' program

New Seasons Market announced an overhaul of in-store

New Seasons Market announced an overhaul of in-store "Home Grown" labeling as part of the grocery chain's 12th anniversary celebration.

New Seasons Market announced Thursday an overhaul of its Home Grown program, a labeling system designed to highlight locally produced products in its stores.

New Seasons commissioned Sharon McBurney, an Oregon artist, to create original watercolor images to pair with the "Home Grown" label.

New Seasons, which counts more than 10,000 local items in its stores, announced the new look as part of the grocery chain's 12th anniversary celebration.

"The farms, ranches, dairies and fisheries of the Northwest are a vital part of our economy and a rich part of our unique culture,” said Lisa Sedlar, President and CEO of New Seasons Market, in a press release. "We like to think of the Home Grown program as a celebration of that heritage and a way to sustain it for future generations."

In 2010, the company hired a full-time buyer dedicated to finding products for the "Home Grown" program and New Seasons hosts fairs for potential vendors before new stores open.

New Seasons announced plans for its 13th store, to be built in Northeast Portland's Eliot Neighborhood, in January.

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