NGA Sets Forth Independent Grocery Industry’s Principles on Pricing Technology

• October 26, 2026

Industry statement affirms commitment to fair, transparent pricing and responsible use of emerging technologies

Washington, D.C. - The National Grocers Association (NGA), the trade association representing the independent supermarket industry, today released an industry statement, approved by its Board of Directors, outlining guiding principles on pricing technology, from electronic shelf labels and loyalty programs to artificial intelligence and the handling of customer data.

The statement, "Commitment from America's Independent Grocery Industry on Pricing Technology," voices support for innovation that keeps food affordable, reduces waste, and improves the shopping experience, and makes clear that those tools must be used responsibly and transparently. It is organized around four core values: treating customers fairly, sharing savings, transparency, and protecting customer privacy.

As policymakers and consumers increasingly examine how technology impacts grocery prices, NGA's statement reinforces independent grocers' longstanding commitment to fair and transparent pricing, and innovation that benefits shoppers.

"Independent grocers earn their customers' trust one shopping trip at a time, and as technology continues to evolve, our industry's commitment to putting customers first remains unchanged," said Greg Ferrara, president and CEO of NGA. "Independent grocers are family-run, privately held, or employee-owned businesses that live and work alongside the people they serve. This statement puts in writing what independent grocers practice every day. New technology should help families save money and make the store better for the people who shop there."

In the statement, independent grocers announce their opposition to pricing practices that use a customer's personal data to set a higher personalized price, and their support for fair and transparent pricing. Additionally, it affirms that participation in loyalty and membership programs should always be voluntary, customers should have access to information about the benefits of enrolling and that they should be able to opt out at any time. Customer data, it says, should be handled responsibly, consistent with the law and in ways that earn and maintain customer trust.

The statement also describes an electronic shelf label as a price tag, one that is used to update prices and discounts quickly and accurately, "not to change prices based on who is in the aisle."

"There's an important distinction between technology that helps grocers lower prices and practices that use personal information to charge shoppers more," said NGA Head of Government Relations Stephanie Johnson. "We should be encouraging innovation that makes groceries more affordable and shopping more convenient, while ensuring consumers are treated fairly and their privacy is respected."

The statement notes that individual retailers independently determine their own prices and business practices based on their unique circumstances, and that putting people first will continue to guide independent grocers as grocery retail evolves.

To read the full industry statement, click here

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About NGA

NGA is the national trade association representing the retail and wholesale community grocers that comprise the independent sector of the food distribution industry. An independent retailer is a privately owned or controlled food retail company operating a variety of formats. The independent grocery sector is accountable for about 1.2 percent of the nation's overall economy and is responsible for generating more than $250 billion in sales, 1.1 million jobs, $39 billion in wages and $36 billion in taxes. NGA members include retail and wholesale grocers located in every congressional district across the country, as well as state grocers' associations, manufacturers and service suppliers. For more information about NGA, visit www.nationalgrocers.org