Earth Fare CEO issues ‘clean food’ challenge

Natural organic retailer Earth Fare on Wednesday introduced a new marketing campaign built around its healthy food standards and challenged competitors to meet them.

The Asheville, N.C.-based retailer said its “Live Longer with Earth Fare” campaign was inspired by a report by the National Center for Health Statistics that said life expectancy for Americans in 2015 declined for the first time in more than two decades.

Live Longer with Earth Fare - Blindfolded from Earth Fare on Vimeo.

Earth Fare was supporting the new messaging by publishing its “Boot List” of chemicals and ingredients banned from the items it carries for the first time. In a statement, Earth Fare CEO Frank Scorpiniti challenged competitors to meet those standards.

“We have 40 years’ experience with what not to sell, and in the interest of the health and well-being of Americans we are willing to share our common-sense criteria and the lessons we have learned with other supermarket leaders. Whether you are a conventional supermarket or one of the so-called ‘fresh and healthy’ new entrants to the market, this is where our industry needs to get to, the sooner the better,” Scorpiniti said. “My team and I will catch the next flight to meet with any management team if it will help our competitors come clean.”

Earth Fare said its loyalty program, previously known as Tomato Bank, has been rebranded Healthy Rewards, and will provide users with special offers and points for purchases redeemable for store discounts.