Earth Fare has removed genetically modified ingredients from its more than 500 private brand food products. Additionally, the North Carolina-based grocery chain says it expects to add hundreds more private brand products made without GM ingredients to its lineup over the next six months. Earth Fare says the announcement is the culmination of two years of research and development to provide healthy food that is affordable and that tastes great.
“Our Earth Fare brand products allow us the unique opportunity to control our food products from raw ingredient sourcing to the store shelf,” said Justin Jackson, the company’s chief merchandising officer. “Customers want to be educated and informed, and this meticulous tracking of what is in our food and how it is sourced not only provides a confidence level in our products, but also leads to cost savings that we pass on directly to our customers.”
This announcement comes on the heels of Earth Fare’s new message, “Live Longer with Earth Fare,” which the company calls a “rallying cry for Americans to choose only the cleanest, healthiest foods.” The campaign makes the case that “better food choices lead to a longer and healthier life and challenges other supermarkets to come clean,” according to Earth Fare. The company says its “food philosophy” forbids hundreds of harmful chemicals and ingredients from making their way onto its shelves and is among the strictest in America. This philosophy is exemplified by a “rigorous set of quality standards, which ensures that all items are free of high-fructose corn syrup, artificial fats, artificial trans-fats, artificial colors, artificial preservatives, artificial sweeteners, bleached or bromated flour, and never administered antibiotics or growth hormones, the chain says, adding that it strives to incorporate locally produced products into its assortment, including produce, meat, beer and wine, dairy products, specialty items and more.
“We’re here to make healthy food accessible to everyone, everywhere, and our non-GMO announcement is the next step to strengthening our commitment,” said Earth Fare President and CEO Frank Scorpiniti. “From the onset, our merchant team has benchmarked every product against industry-leading products to ensure delicious, healthy food at an incredible value. Our shoppers asked for more non-GMO options, so we updated our entire Earth Fare brand food line to meet their needs.”
Earth Fare operates 39 stores across nine states in the Southeast, mid-Atlantic and Midwest.