Nuval Partners with Affiliated Midwest

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Nuval Partners with Affiliated Midwest


Affiliated Foods Midwest, a grocery distributor serving more than 850 stores across 15 states, is partnering with the NuVal Nutritional Scoring System.

“The guidance that NuVal provides is exactly what customers have been asking for,” said Tim Myers, Affiliated's chief marketing officer. “They want to be able to compare foods, to know which ones will give them the most nutrition for their money, and NuVal gives them the power to do that without having to go back and forth between food labels.”

NuVal helps customers find the most nutritious foods on supermarket shelves at a glance by scoring foods on a scale of 1 to 100; the higher the score, the more nutritious the food.

NuVal scores are now available to any Affiliated partner. In August, Pierce’s Markets in Wisconsin will be the first Affiliated-sourced supermarket to launch NuVal. The launch will include Pierce’s locations in Madison, Portage and Baraboo and will feature 15,000 scores in the grocery, produce, dairy and frozen food departments.

Myers said Pierce’s Markets would promote NuVal scores through store signage and its own corporate communications to employees and customers.

NuVal LLC is a joint venture formed in 2008 by Topco Associates LLC and Griffin Hospital.