Food Lion’s ‘Local Goodness’ Expands

Food Lion’s successful Local Goodness marketing and merchandising campaign, launched in North Carolina in 2016, is expanding to more store departments and three other states this year.

"With market trends toward fresher, healthier eating, our customers increasingly appreciate local produce not only because of its perceived freshness, but because buying these products supports their communities," noted Chris Dove, director of produce category and merchandising for Salisbury, N.C.-based Food Lion. "It's clear that local assortment is a significant contributor to our emotional connection with shoppers."

Thanks to the campaign, summer 2016 produce sales of local items in North Carolina stores rose almost 22 percent.

This year, Local Goodness, now featuring the tagline “Heart and Soul of Our Communities” moves into the meat/seafood, deli/bakery and center store departments, while continuing in the produce section. Further, although the main focus is still North Carolina, the campaign will also offer produce items in Georgia, South Carolina and Virginia.

The Ahold Delhaize banner’s commitment to products grown or produced in its operating area began many years ago with North Carolina soft-drink band Cheerwine, and has steadily increased to include such other well-known Tar Heel State businesses as Mount Olive Pickles, Critcher Brothers Produce and Patterson and Cottle farms.