ASHEVILLE, NC - Health is at the forefront of retailer Earth Fare’s strategy. Which is why, after an NCHS report that life expectancy for Americans in 2015 declined for the first time in two decades, the company has responded by announcing store expansion, a new loyalty program, exclusive brands, and a compelling new message empowering Americans to improve their health, with standards enforced by the company’s signature Food Philosophy and Boot List.
“If the Food Philosophy and Boot List are our constitution, then our more than 2,800 Earth Fare Team Members comprise our enforcement agency, constantly monitoring and filtering ingredients to ensure customers find only the cleanest foods in our stores,” said Frank Scorpiniti, Earth Fare’s President and CEO, according to a company statement. “We believe, and science supports us, that the better you eat the healthier, happier, and longer life you can live. Today we are dedicating ourselves to shouting louder as advocates for healthy food and the power it has on our health and our lives.”
To support the connection between healthy food and healthy lives, Earth Fare—which boasts offering one of the highest percentages of organic produce—is embarking on a significant store growth plan in new and existing markets. The company is introducing dozens of new and exclusive private brand items; relaunching its website with additional healthy living resources; and, launching its new Healthy Rewards™ loyalty program, to reflect a substantially improved value proposition.
Further, the company is launching Live Longer with Earth Fare™, a timely and provocative campaign as the rallying cry for Americans to choose only the cleanest, healthiest foods; the kind that can be found at Earth Fare. The company’s Food Philosophy forbids hundreds of chemicals and ingredients from making their way onto its shelves, and is among the strictest in America. The campaign makes the case that better food choices lead to a longer and healthier life and challenges other supermarkets to come clean. Learn more about Earth Fare’s unique approach to living longer at EarthFare.com/LiveLonger or follow along on Facebook and Instagram.
In another unprecedented move, the company is sharing the details of its Boot List with its competitors. “We have 40 years’ experience with what NOT to sell, and in the interest of the health and wellbeing of Americans we are willing to share our common-sense criteria and the lessons we have learned with other supermarket leaders. Whether you are a conventional supermarket or one of the so called ‘fresh and healthy’ new entrants to the market, this is where our industry needs to get to, the sooner the better,” said Scorpiniti. “My team and I will catch the next flight to meet with any management team if it will help our competitors come clean.”
The company has made it easy for customers to shop confidently for healthier options. The company’s restrictive standards for Clean Food make it possible to shop blindfolded, as seen in Earth Fare’s latest television ad above.
“Our Boot List represents the highest level of commitment to offer the cleanest selection of food for our customers,” said Justin Jackson, Earth Fare’s Chief Merchandising Officer. “Our entire team takes great pride in reading the labels so you don’t have to, because at the end of the day it’s about much more than selling groceries–it’s about living longer and making it easier to do so.”
Earth Fare’s unwavering commitment to provide 100 percent Clean Food is even more important today given the recent rise in health concerns affecting many Americans. By banning suspect ingredients, such as high fructose corn syrup which has been linked to obesity; as well as artificial colors, artificial preservatives, artificial fats, trans-fats, bleached or bromated flour, added hormones, antibiotics; the company is reinforcing its position as a health-centric retailer.
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