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Hannaford Adds Conveyor Belt Cover For Sustainability Advertising

Hannaford MessageWrap

Scarborough, Maine-based Hannaford Supermarkets is using the checkout counter to amplify its new “Planet Hannaford” sustainability initiative. Checkouts across all stores are outfitted with MessageWrap printed conveyor belt covers to help increase awareness of the “Planet Hannaford” platform.

Planet Hannaford promotes the retailer’s sustainability efforts under one, customer-facing banner that encourages customers to make eco-friendly choices. The Planet Hannaford branding builds on the tagline “Local Actions. Greener Future.”

This initiative invites shoppers to take part in decisions that are better for themselves and the planet, such as using reusable bags, shopping local and in-season and following the “reduce, reuse and compost” model for waste reduction.

With MessageWrap’s positioning, the checkout experience is a focal point for Planet Hannaford’s message to Hannaford customers.

“We are proud to partner with Hannaford to promote Planet Hannaford and their commitment to building a greener future,” said MessageWrap CEO Nathan Vanderploeg. “Hannaford is a truly special retailer, and their checkout experience reflects their values.”

The Planet Hannaford MessageWrap program is led by Julie Gagnon, Hannaford’s marketing production manager, and Eileen Nugent, marketing production specialist. 

Hannaford Supermarkets operates 186 stores in the Northeast, most with full-service pharmacies. It stores are located in Maine, New York, Massachusetts, New Hampshire and Vermont. The grocer diverts or donates all food at risk of going to waste, sending no food to landfills. In 2022, Hannaford donated 25 million pounds of food to hunger relief organizations and prevented 65 million pounds of food waste from reaching landfills.

A Grand Rapids, Michigan-based independently-owned and -operated company, MessageWrap features a patented conveyor belt cover with an antimicrobial coating. As customers place grocery items on the MessageWrap conveyor belt cover, cashiers can discuss the promotion at hand. As the only form of in-store communication that has a store employee always standing right next to it, MessageWrap amplifies the impact of printed messages. 

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