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

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.

By Sustainable Brands | Published 7 years ago | About a 2 minute read

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.

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.

“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.”

Communicating complex, unfamiliar sustainability claims on CPG packaging

Join us as Applegate and HowGood share insights into marketing lessons, consumer response and understanding, and marketplace data on the expression and communication of new categories of sustainability claims on CPG packaging - as well as tips for avoiding consumer and industry backlash and controversy - Wed, Oct. 16, at SB'24 San Diego.

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