Giant Food Introduces New Shelf Labels

The Lempert Report
January 08, 2021

And they are all about diversity.

Ahold Delhaize’s chain Giant Food has become the first major U.S. grocer to identify products owned by minority businesses on shelf labels.

The updated labels at the store level as well as online, highlight businesses that are women, Black, Asian-Indian, Hispanic, LGBT, Asian-Pacific or veteran-owned. Over 3,100 products across Giant stores will feature the updated shelf labels.

According to the company, during 2021, Giant will also highlight minority vendors on a new supplier page on through storytelling and product spotlights. These labels are not Giant’s first foray into labeling products on shelves -  in 2017 the chain introduced the HowGood rating system that offers insights into ingredient sourcing and labor practices as well as the 2018 launch of the Guiding Stars nutrition ratings system.

Ira Kress, president of Giant Food, said in a statement, “We’re committed to making it easier for customers to identify product attributes that are important to them by fostering a diverse and inclusive network of suppliers that reflects the unique backgrounds and experiences of our Giant family, our customers and our communities.”

And while Giant might be the first toshelf label these foods, they are not the only chain who has supported diversity. In 2005 Walmart established a $25 million private equity fund to directly issue equity investments in women and minority-owned business enterprises.

Recently, Meijer introduced its first-ever Supplier Diversity Summit and Schnuck Markets launched a new supplier diversity program.

Macy’s, Sephora, West Elm and Madewell are among the retailers that have signed the “15 Percent Pledge” to commit 15 percent of their shelf space to Black-owned businesses.

Accenture’s “14th Annual Holiday Shopping Survey” found two in five planned to support and shop with minority-owned businesses.