Shoppers Help Pick New Ground Beef Packaging Name at Stop & Shop/Giant Food

MICHAEL GARRY

QUINCY, Mass. — Shoppers of Stop & Shop here and sister Ahold company Giant Food, Landover, Md., helped the chains select “New Smarter Package” as the name of their recently introduced ground beef packaging, said Andrea Astrachan, vice president of consumer affairs for both chains. The new “leak-proof” packaging is designed to “retain freshness” and “minimize freezer burn,” according to information on the weekly flier. Customers who belong to both chains’ year-old “Grocery Advisory Board” (GAB) — approximately 12,000 shoppers — were asked in an online survey for feedback on names for the packaging change. “We gave them a variety of names and asked them what they conveyed, their preference and why,” said Astrachan. “We were able to obtain quantitative and some qualitative information.” Shoppers can sign up for GAB on the chains’ websites. GAB members receive a free quarterly electronic newsletter and qualify for sweepstakes, including one for $1,000 for new members. As a GAB member, a shopper receives an emailed survey about one per month asking for feedback on a variety of topics, including “what programs, promotions and products they would like to see,” said Astrachan.

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