Should grocers be teaching Americans how to eat?
Doubling down on its mission to educate consumers on how to eat right, Earth Fare, the natural and organic food retailer, last week introduced the first edition of its quarterly healthy lifestyle magazine, “The Clean Plate.”
The introduction comes one year after Earth Fare launched its “Live Longer with Earth Fare” campaign that challenged “the entire grocery industry to come ‘Clean’” and encourage healthier eating habits.
Earth Fare stands out for its Food Philosophy commitment to having all the products free of high fructose corn syrup, artificial fats and trans-fats, artificial colors, artificial preservatives, artificial sweeteners and never made with administered antibiotics or growth hormones.
The first edition includes articles on “Why Clean Food Matters,” “How To Avoid GMOs,” as well as others detailing the dangers of consuming animal products treated with antibiotics, the benefits of plants and water, and importance of eco-friendly cleaning supplies. “Why it Matters” sections across the pages provide a quick summation of the benefits of each healthier food choice.
Earth Fare’s unique positioning and solutions are detailed throughout the pages, as well as information on its private labels, along with a few deals. The first edition is available in stores and online.
Other grocers also have blogs and a few have magazines, but the content generally includes recipes, broader food trends and other lifestyle topics beyond just healthy eating advice.
Earth Fare’s magazine arrives amid a strong trend toward natural and organic products and heightened expectations for food quality and safety. Last week, Dunkin’ Donuts indicated it was eliminating artificial coloring from its donuts, joining a number of food brands embracing “clean” ingredients.
An article in Adweek following Dunkin’ Donuts’ move, however, showed that “clean” eating may be more of a niche opportunity. Risks for brands ditching artificial ingredients include the possibility of higher costs and more complex sourcing for natural ingredients and disappointing consumers with the reformulations. Wrote Robert Klara for Adweek, “It’s too early to tell if consumers will reward brands making these changes with increased purchases.”
- Earth Fare Releases First Edition of Their Healthy Lifestyle Magazine – The Clean Plate: A Guide to Living Longer – Earth Fare
- The Clean Plate – Earth Fare
- To Ring in the New Year, Dunkin’ Donuts Removes Artificial Dyes from Donuts – Dunkin’ Donuts
- Switching to Healthy Ingredients Is Riskier for Brands Than You Might Think – Adweek
DISCUSSION QUESTIONS: Should educating consumers about eating healthier become a bigger part of all food retailer’s outreach efforts or limited to organic and natural grocers? What risks and opportunities do you see in tying “clean” eating to a retail food brand’s image?