Giant Food Introduces New Shelf Labels
Phil Lempert is a television and radio news reporter, newspaper columnist, author, consumerologist, and food marketing expert. For more than 25 years, Lempert, an expert analyst on consumer behavior, marketing trends, new products, and the changing retail landscape, has identified and explained impending trends to consumers and some of the most prestigious companies worldwide. Known as The Supermarket Guru®, Lempert is a distinguished author and speaker who alerts customers and business leaders to impending corporate and consumer trends, and empowers them to make educated purchasing and marketing decisions.
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Giant Food introduces new shelf labels, and they are all about diversity.
Ahold Delhaize’s chain Giant Food has become the first major U.S. grocer to identify products owned by minority businesses on shelf labels. The updated labels at the store level as well as online, highlight businesses that are women, Black, Asian-Indian, Hispanic, LGBT, Asian-Pacific or veteran-owned.
Over 3100 products across Giant stores will feature the updated shelf labels. According to the company, during 2021, Giant will also highlight minority vendors on a new supplier page on GiantFood.com through storytelling and product spotlights. These labels are not Giant’s first foray into labeling products on shelves —in 2017 the chain introduced the HowGood rating system that offers insights into ingredient sourcing and labor practices as well as the 2018 launch of the Guiding Stars nutrition ratings system.
Ira Kress, president of Giant Food, said in a statement, “We’re committed to making it easier for customers to identify product attributes that are important to them by fostering a diverse and inclusive network of suppliers that reflects the unique backgrounds and experiences of our Giant family, our customers and our communities.”
And while Giant might be the first to shelf label these foods, they are not the only chain who has supported diversity. In 2005 Walmart established a $25 million private equity fund to directly issue equity investments in women and minority-owned business enterprises. Recently, Meijer introduced its first-ever Supplier Diversity Summit and Schnuck Markets launched a new supplier diversity program. Macy’s, Sephora, West Elm and Madewell are among the retailers that have signed the “15 Percent Pledge” to commit 15% of their shelf space to Black-owned businesses. Accenture’s “14th Annual Holiday Shopping Survey” found 2 in 5 planned to support and shop with minority-owned businesses.
