Giant Food says it’s stepping up to champion diversity by updating shelf labels to help customers identify goods from minority-owned businesses.

Starting this month, all 164 Giant stores will use shelf labels to inform shoppers of products offered by businesses that are women, Black, Asian-Indian, Hispanic, LGBT, Asian-Pacific, or veteran-owned.

Over 3,100 products in Giant stores will fall under the new initiative that the Washington area grocer says will strengthen relationships with shoppers.

“Giant Food is proud to better highlight our diverse suppliers,” said Ira Kress, president of Giant Food.

“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.”

Products that will have the new shelf labeling will include items from Black-owned brands like Shea Moisture, Mielle Organics, Mixed Chicks and Curls in the health and beauty department and food items like Iya Foods, Trade Street Jam Co., Goya Foods, Glory Foods and more.

Giant says the new shelf labels are just one example of its commitment to giving customers the tools to quickly identify products with characteristics that are important to them.

In 2017, Giant rolled out the HowGood rating system which identifies products based on factors ranging from ingredient sourcing to labor practices.

In 2018, Giant also launched Guiding Stars, the nutrition navigation program that takes the guesswork out of nutrition by decoding product labels into one clear rating says the grocer.

In line with the company’s latest diversity efforts, the grocer announced in September a commitment of $500,000 to support community organizations and local HBCUs in the fight for racial equity.

“The support we receive from Giant Food is instrumental in our ability to cultivate the next generation of leaders,” said Gabrielle Webster, president and CEO of Boys & Girls Club of Greater Washington. “Giant Food was the catalyst to our partnership with Blessings in a Basket which has enabled us to provide over 2,400 meals monthly to our members during this critical time.

“Most recently, they have become the program sponsor for our Teen Takeover initiative which focuses on character development, workforce development, healthy lifestyles, and community. Despite the chaos surrounding our youth, we are able to provide safe spaces to thrive and grow, due to this wonderful partnership.”

Sarafina Wright –Washington Informer Staff Writer

Sarafina Wright is a staff writer at the Washington Informer where she covers business, community events, education, health and politics. She also serves as the editor-in-chief of the WI Bridge, the Informer’s...

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  1. That is not a great way to promote DEI, in fact I will be curious to see if it backfires. It is lazy, racist, and dividing. Why not highlight the stories of each minority food owner in their flyer and store every month. Emotions, connection and empathy sell, not ramming a narrative. There are plenty of reasons to buy from black, Hispanic and other minority sources. Put it on the label, Promote and see spotlight a few every month – good for the company, store, cultural understanding (what could be better than a product, back story, how to use it and sale?) you have built in promotion, interest, retention, return – for all.
    These labels now provide an additional yes or no based on skin color alone.

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