CEO Jack Sinclair has introduced the Sprouts, Where Goodness Grows strategy for the company.  Sinclair intends to reimage the chain as a promoter of fresh food and health, moving away from pricing as a major determinant of image.

Sinclair noted "we are going to be telling a lot of stories behind the reality of the products that we have in our stores in terms of differentiation, in terms of our fresh produce offer, in terms of our bulk offer, in terms of our vitamins and lot of the exciting things we've got in our grocery business that are different".  It is considered paradoxical that Sprouts, intent on attracting a more loyal and presumably profitable customer base does not offer a loyalty card.

The appointment of Gil Phipps, previously responsible for development and promotion of the Simple Truth initiated by Kroger suggests the introduction of more Sprouts house brands.