November is a time of year when many families and friends come together around good food. And with consumers feeling the stress of inflation, NCG’s November Field Day brand sale will give co-op shoppers more affordable options to stretch their grocery budgets as they stock up and prepare for holiday celebrations.
November is also a hectic month for co-ops, bringing more shoppers and larger transactions to stores. This increase in traffic is an excellent opportunity to introduce customers to Field Day’s affordable, high-quality products for the holiday entertaining season and beyond.
About the Field Day Brand Sale
Co-ops will be offering promotional pricing on all Field Day products — that’s more than 300 items — during the November A/B promotional periods running from Nov. 5 to Dec. 2, 2025. Select Field Day items will also appear in the Co+op Deals flyer and app.
To support the campaign, NCG will provide free in-store marketing materials for each store participating in Co+op Deals and will fund national Facebook advertising. We encourage stores to participate in a contest to reward exceptional promotion of this campaign; nine prizes totaling $51,000 will be awarded in three co-op size categories!
NCG will Donate to NATIFS for Every Item Sold
It’s important to note that this promotion is more than a sale — it also features a donation component that supports NATIFS (North American Traditional Indigenous Food Systems). NATIFS is an Indigenous-led organization working to strengthen Native foodways.
Grocers benefit greatly from the widespread celebration of Thanksgiving, and at the same time, we acknowledge that the Thanksgiving myth is inaccurate and harmful to Indigenous communities. In recognition, NCG is partnering with NATIFS and donating $0.05 for every Field Day product sold during November A/B promotional periods. We estimate that this campaign will result in a contribution of at least $130,000 to NATIFS.
This five-cent donation per product sold does not cost your co-op anything; NCG will make the contribution to NATIFS on behalf of all co-ops for all Field Day products sold over the course of the campaign.
How to Optimize the Campaign at Your Co-op
Get the entire co-op involved. This sale is likely to increase overall traffic to your store, and extra traffic can mean extra sales for all departments! While Field Day is a center store brand, the whole co-op can get involved in this huge promotion by cross-merchandising in the required off-shelf displays, offering samples and providing recipe inspiration to entice shoppers to stock up and save.
Use the campaign marketing materials. Display the in-store marketing materials sent from NCG, which include a ceiling dangler, window clings, posters and endcap headers, as well as social media graphics. Check out the Co+op Basics recipe cards, which call for fresh ingredients and Field Day items. These recipe cards and shelf talkers can be printed and placed throughout fresh departments to give shoppers meal ideas that leverage the Field Day items that are already in their carts.
Educate shoppers about the sale. Be sure that staff at your co-op are able to answer shopper questions about the Field Day brand sale, including what’s on sale (answer: every Field Day product), how long it lasts (answer: Nov. 5 to Dec. 2, 2025), and the donation component (answer: five cents will be donated to NATIFS for every Field Day product sold). To keep the campaign easy to communicate, staff can convey to shoppers that food co-ops collectively are contributing to NATIFS, without having to explain what NCG is.
More Field Day Brand Sale Resources
While this article serves as a general introduction, the Field Day Brand Sale Resources page of NCG’s website has many materials to support your co-op during the campaign. The overview document, which includes a detailed FAQ, is a great place to start.
Additionally, this promotion might inspire you personally to learn more about Native foodways, Indigenous peoples and NATIFS. Start by visiting https://native-land.ca/ to learn whose ancestral land you live on.
