Earth Fare Debuts Globally Inspired Handpicked Private Brand

Building on the success of the January launch of The Clean Plate, Earth Fare published the second edition of its in-store magazine, featuring the new Hand Picked, Discovered by Earth Fare private brand. The issue debuted in stores and online April 4. It introduced the specially curated line of globally inspired products, featuring sophisticated flavor profiles—all while adhering to Earth Fare’s rigorous Food Philosophy.

“Shoppers shouldn’t have to sacrifice more adventurous food choices in order to make the best choices for their health,” said Frank Scorpiniti, president, and CEO of Earth Fare. “Our Handpicked product line is free of artificial ingredients and harmful additives, and—like all of our private label food products—is sourced using non-genetically modified ingredients. The result is unique, flavorful, and authentically sourced products that you can feel good about feeding to your family.”

To assemble this new private brand, Earth Fare scoured the globe for products whose flavors evoke a sense of place, taking the consumer on a culinary trip around the world. Favorites include frozen vegetarian Thai entrees sourced from Thailand; hand-topped, wood-fired pizzas imported from Modena, Italy; and decadent, award-winning brie, sourced exclusively for Earth Fare from a world-renowned creamery in Vermont.

The Clean Plate continues pulling back the curtain on the traditional U.S. food marketplace, providing shoppers with scientifically-backed evidence about why what we eat matters. Most importantly, The Clean Plate will inform readers how easy it is to adopt Clean eating habits just by aligning with Earth Fare’s unique Food Philosophy. Other topics covered in the second edition of The Clean Plate include an overview of the Mediterranean Diet; healthy grilling tips and product features; and an overview of Earth Fare Organics, a selection of certified organic grocery products and pantry staples. With each turn of the page, readers will find resources to make healthy food choices convenient, affordable, and delicious.

“At Earth Fare, we believe the better you eat, the longer you live, and that health food should be accessible to all Americans. The Clean Plate not only showcases the breadth of selection available at Earth Fare, but also illustrates how best to incorporate those products into our everyday lives,” said Scorpiniti. “Over a year ago, we made a commitment to help Americans live a happier, healthier lifestyle, and The Clean Plate demonstrates our commitment to educating Americans on the important health aspects of what we put in our bodies.”

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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.