Hannaford Supermarkets has partnered with the Plant Based Foods Association to launch the Spring into Plant Based campaign, designed to help shoppers discover and enjoy plant-based foods, reports Progressive Grocer. Through May 1, Hannaford stores will share promotional and educational materials on 12 featured brands, including Quorn, Sweet Earth Foods, Treeline Cheese, Amy’s, Beyond Meat, Field Roast, Follow Your Heart, Forager Project, Impossible Foods, Kite Hill, Lightlife, and Ozo.
“Our Spring Into Plant Based campaign furthers PBFA’s goal of satisfying shoppers’ needs by making it easier for them to find plant-based foods, while expanding shelf space for the brands,” said Julie Emmett, senior director of retail partnerships at PBFA. “By educating shoppers as well as store personnel about plant-based food offerings, consumers may be more willing to pick up a new plant-based food they’ve never tried before—education through campaigns like this is key to plant-based foods’ success.”
The campaign employs numerous marketing tactics, including digital and print advertisements, displays in select stores, My Hannaford Rewards targeted digital coupons, and a dedicated website with educational content and recipes.
In addition, Hannaford has also reached a sustainability milestone this week. The supermarket chain shared that all 183 of its stores now donate or divert all food at risk of going to waste, sending no food at all to landfills. The accomplishment, which is the culmination of a decade-long effort, makes Hannaford the first large-scale grocery retailer across its New England and New York market to meet this goal, according to the company.
Hannaford’s adherence to this process kept 65 million pounds of food waste from reaching landfills in 2020.
“The health and well-being of our planet are a top priority for all of us at Hannaford and we recognize that our role in the food supply chain comes with great responsibility,” said Mike Vail, president of Hannaford Supermarkets, in a statement. “The impact food waste has on our environment cannot be overstated. When we first established this goal, it was with the greater purpose of making a real and positive impact on our communities. Eliminating hunger and food waste are essential to improving the world we live in.”
