PCC Gluten-Free Endorsed by GIG

SEATTLE — After working with the Gluten Intolerance Group of North America for 18 months to ensure compliance with GIG criteria for gluten-free product identification and handling, PCC Natural Markets here has become the first retailer to be “gluten-free endorsed” by the GIG.

PCC has also implemented comprehensive staff training and consumer education programs about gluten intolerance. It offers about 2,000 gluten-free foods and body care products.

The GIG is a national non-profit that provides support to people with intolerances to gluten. It has called for stricter gluten-free standards than the 20 parts per million under consideration by the Food and Drug Administration.

“We’re honored to be recognized by the Gluten Intolerance Group as the first gluten-free endorsed retailer in the country,” said Russ Ruby, PCC’s director of merchandising, in a statement. “Helping our shoppers to make safe product choices has been well worth the resources we’ve devoted companywide to this effort.”

PCC will celebrate its endorsement this month through a promotion campaign focused on making consumers aware of gluten intolerance and informing gluten-free shoppers of all the foods available to them.

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