For more than 40 years, Asheville-based grocer Earth Fare has served its communities by making healthy food accessible and affordable, and now it takes the next step by removing GMO ingredients from its private brand food products.

With over 500 private brand items now on shelf and hundreds more soon to be launched over the next six months, Earth Fare’s commitment to transparency provides shoppers with the best quality food at compelling prices. It is the culmination of two years of research and development to provide healthy food that is affordable and great-tasting, every day.

“Our Earth Fare brand products allow us the unique opportunity to control our food products from raw ingredient sourcing to the store shelf,” said Justin Jackson, Earth Fare’s Chief Merchandising Officer. “Customers want to be educated and informed, and this meticulous tracking of what is in our food and how it is sourced not only provides a confidence level in our products, but also leads to cost savings that we pass on directly to our customers.”

This announcement comes on the heels of Earth Fare’s bold new message, Live Longer with Earth Fare. It is a timely and provocative message that is the rallying cry for Americans to choose only the cleanest, healthiest foods; the kind that can be found at Earth Fare, more than any other supermarket in America. The company’s Food Philosophy forbids hundreds of harmful chemicals and ingredients from making their way onto their shelves and is among the strictest in America. The campaign makes the case that better food choices lead to a longer and healthier life, and challenges other supermarkets to come clean.

“We’re here to make healthy food accessible to everyone, everywhere, and our non-GMO announcement is the next step to strengthening our commitment,” said Frank Scorpiniti, Earth Fare’s President and CEO. “From the onset, our merchant team has benchmarked every product against industry-leading products to ensure delicious, healthy food at an incredible value. Our shoppers asked for more non-GMO options, so we updated our entire Earth Fare brand food line to meet their needs.”

Earth Fare has distinguished itself as a leader in the healthy foods industry by developing a unique Food Philosophy that informs every product offered in the store. This Food Philosophy is exemplified by a rigorous set of Quality Standards, which ensures that all items are free of high fructose corn syrup, artificial fats, artificial trans-fats, artificial colors, artificial preservatives, artificial sweeteners, bleached or bromated flour, and never administered antibiotics or growth hormones. The full list of unacceptable ingredients can be found on Earth Fare’s Boot List. The chain also strives to incorporate locally produced products into their assortment, including produce, meat, beer and wine, dairy products, specialty items, and much more.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.