Ahold Delhaize has joined forces with HowGood, a New York-based independent research organization and source of information on food, on a test of Giant Landover stores in Baltimore-Washington metropolitan area. This represents a new region for HowGood’s rating system, which aims to make it easier for consumers to identify brands they can trust, and, in turn, support an overall better food system.
Over the past nine years, HowGood has created the world’s largest database of sustainable food ratings. Its unique in-store rating system, based on multiple metrics, identifies industry leaders in the food system for consumers at the point of purchase. With more than 70 industry-specific indicators per food item, from ingredient sourcing to labor practices, the organization has rated 200,000-plus products to date.
“With the seemingly endless number of marketing claims and certifications that are made on packages these days, it can be difficult for shoppers to quickly assess whether a product meets their standards,” noted Mark Adamcik, VP of sales and merchandising for Giant Food LLC. “As we offer more products from companies focused on producing food that is both socially conscious and environmentally friendly, Giant is now piloting an easy way to find these products with HowGood ratings. The Good, Great, and Best HowGood ratings now on select store shelves highlight our most sustainable items so that our customers can feel good about making positive choices for themselves and the environment."
“Since its first store was opened in Washington, D.C., in 1936, Giant Food has remained committed to helping their shoppers make good choices,” said HowGood CEO Alexander Gillett. “The company has shown this commitment in a variety of ways, from nutritional and organic sections, in-store nutritionists and support of local farmers to the recent launch of its Nature’s Promise Free Form and Organic product lines. … With the launch of HowGood, Giant continues its commitment to better health and wellness, but now, expands to the wellness of the world by rewarding producers who strive to build a better food system.”
Stores will support the HowGood program through in-store communication, including signage at entrances, education at shelf, a trained staff member to answer questions, and in-store events to engage shoppers and teach them about the HowGood ratings. On average, stores deploying the program experience a 31 percent rise in sales for best-rated products, according to HowGood.
The HowGood rating system is already available in 27 states at retailers such as Mrs. Green’s, Naturally Organic Grocery, New Earth Market and Roots Market.
Landover, Md.-based Giant Food operates 169 supermarkets in Virginia, Maryland, Delaware, and Washington, D.C., and employs approximately 20,000 associates. Giant is owned by Ahold USA Inc., an Ahold Delhaize company.