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Giant Eagle Relaunches Private Label Brand, Nature’s Basket

Giant Eagle Nature's Basket

As part of the company’s ongoing commitment to sustainability, Giant Eagle Inc. has relaunched its private label brand, Nature’s Basket.

All items from the Nature’s Basket product line will now feature responsibly-sourced, high-quality ingredients.

“We’re committed to helping our customers realize meaningful value through our Own Brands program, and I am particularly excited to reintroduce our Nature’s Basket line to our customers,” said Kasey Sheffer, VP of Own Brands at Giant Eagle.

“When a customer purchases any Nature’s Basket item, we want them to feel good about the price, quality of the ingredients, and the environmental and social impact of the product.” 

The growth of products that make ESG claims has outpaced that of traditional products. Over a five-year period, products that claim ESG attributes have grown 28 percent versus 20 percent traditional, according to the 2023 joint study from McKinsey and NielsenIQ: “Consumers care about sustainability – and back it up with their wallets.”

To increase transparency, Giant Eagle has partnered with an independent sustainability intelligence company, HowGood, to evaluate the environmental and social impact of each item in the Nature’s Basket line and provide a comprehensive sustainability rating.

Giant Eagle Nature's Basket

“Through our Nature’s Basket brand, we’re excited to offer customers a reimagined product line with an enhanced focus on sustainability,” said Cara Mercil, director of sustainability and corporate social responsibility at Giant Eagle.

“We’ve taken an innovative approach to strengthening the Nature’s Basket brand, both through our partnership with HowGood and our continued work to reduce waste through the development of product packaging that is more reusable, recyclable and biodegradable.” 

Products that achieve HowGood Ratings of Good, Great and Best have an overall environmental and social sustainability impact that is better than more than 70, 85 and 95 percent of food products assessed by HowGood, respectively. About 70 percent of Nature’s Basket items have received a HowGood Rating of “Good,” “Great” or “Best.”

When building an online order, Giant Eagle customers can review the HowGood Ratings of Nature’s Basket items listed under “Product Details” on each product’s page. HowGood Ratings will also be featured on in-store signage to help customers find products that align with their preferences.

“We are delighted to partner with Giant Eagle to provide comprehensive, unified sustainability communications to consumers,” said Alexander Gillett, CEO of HowGood.

“Today’s shoppers are more committed than ever to supporting brands that have a positive impact on our planet. Displaying HowGood’s easy-to-understand sustainability ratings brings Giant Eagle to the forefront of a global movement empowering consumers to live more sustainably.”

HowGood calculates product sustainability ratings using eight core impact metrics: greenhouse gas emissions, biodiversity, processing, water usage, labor risk, land use, soil health and animal welfare.

Additionally, all Nature’s Basket-branded meat products have received third-party animal welfare certifications, and products containing plant-based ingredients are made exclusively with non-GMO ingredients. Organic products meet the standards set by the USDA for organic labeling, while natural foods adhere to or surpass the definition of natural food as defined by the USDA.

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About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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