MARKETING AND COMMS
Sustainable Brands Issue in Focus
thinkPARALLAX
Sponsored by:
CHANNELS    |    Behavior Change      Leadership      Products & Design      Supply Chain      Marketing & Comms      New Metrics    |    MORE

Now All of Giant's Customers Can Understand 'HowGood' Their Food Choices Really Are

Image credit: HowGood

Transparency hasn’t always been a strong point for the food industry, but a new partnership between HowGood, a research organization and in-store rating system that identifies industry leaders in the food system, and supermarket chain Giant Food could serve as a turning point for the sector. The relationship, which started as a test pilot in Giant stores in the Baltimore-Washington Metropolitan area, is expanding to all Giant stores due to positive customer feedback on the program. The move will bring HowGood’s rating system to even more consumers, making it easier for them to identify authentic brands they can trust and support a more responsible, sustainable food system.

HowGood boasts the world’s largest database of sustainable food ratings and is currently the only company that rigorously researches the ‘goodness’ of food products based on factors such as ingredient sourcing and labor practices, and highlights those ratings for consumers at the point of purchase via an app. To date, the organization has rated over 250,000 products.

“With so many buzzwords, many more marketing than informative, it’s exceedingly difficult for shoppers to quickly assess labels and packaging to determine whether a product fits their standards,” said Mark Adamcik, VP of Sales and Merchandising at Giant Food. “The test pilot was so successful, and we got such amazing feedback from our customers, that the decision to expand the ratings into all of our Giant stores was an easy one.”

To engage shoppers and educate them on the HowGood ratings, Giant stores will support the roll out of the program with in-store communication, such as signage, at-shelf education, trained employees to answer questions and in-store consumer events.

“Our customers appreciate the simplicity of the ‘Good, Great, Best’ rating system, which helps them feel good about what goes into their shopping cart,” Adamcik added. “In fact, nearly 90 percent of shoppers surveyed during the pilot program confirmed that they would be likely to use the rating system to choose sustainable products.”

“Giant has been phenomenal to work with because of their commitment to helping consumers make informed decisions on the food they purchase,” said Alexander Gillett, CEO of HowGood. “With the store expansion, we continue to get closer to our goal of building a better food system here in the United States.”


Launched in 2006, Sustainable Brands has become a global learning, collaboration, and commerce community of forward-thinking business and brand strategy, marketing, innovation and sustainability professionals who are leading the way to a better future. We recognize that brands today have… [Read more about Sustainable Brands]