Jack Sinclair on pricing
From Sprouts Farmers Market’s Approach to Scaling and Serving Shoppers | Groceryshop 2025 Keynote · · Groceryshop
“Our pricing on produce will be really aggressive and will always be there, with a focus on discounting produce versus the rest of the marketplace, especially organic produce which is becoming even more important.”
On , Jack Sinclair, Chief Executive Officer & Director at SPROUTS FARMERS MARKET, spoke about pricing during Sprouts Farmers Market’s Approach to Scaling and Serving Shoppers | Groceryshop 2025 Keynote on Groceryshop.
About Jack Sinclair
Jack Sinclair, CEO of Sprouts Farmers Market, has been discussing the company's growth strategy and focus on health-conscious customers. In appearances in 2024 and 2025, he stated that Sprouts plans to expand from approximately 450 stores to a potential 1,400 locations across the United States, with new stores opening in markets such as Wyoming and St. George, Utah. Sinclair described the company's approach as targeting "health enthusiast" customers and emphasized that Sprouts does not aim to be a primary grocery trip for most shoppers. He noted that the company launched 7,300 new products in the prior year and highlighted the role of a "chief foraging officer" in sourcing unique, attribute-based products. Sinclair also discussed the challenge of recruiting and training "Sprouties," team members who embody the company's culture, as it expands into new regions. Sinclair has also addressed broader industry trends and the company's values. He stated that Sprouts is encouraging farmers to produce more organic products amid economic pressures and that the company plans to keep produce prices aggressive. He expressed a goal for Sprouts to become "the Nordstrom of grocery retailing" by offering a higher level of service. Sinclair has spoken about the company's commitment to sustainability and its partnership with the Healthy Gardens Foundation, which supports school gardens. He noted that digital sales have grown from 2% to 15% and that the company is focused on being an omni-channel retailer. Sinclair has also been recognized for his leadership, with one commentator noting that he was named CEO of the year in 2020 for bringing focus back to the company.