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Earth Fare’s ‘live longer’ message connects with US consumers

In 2017, US health and wellness retailer Earth Fare launched a new promotion with the strapline ‘Live longer with Earth Fare’. As value propositions go it’s a pretty bold one. And it seems to have connected well with US consumers. This month, the Asheville, North Carolina-based retailer will open its 47th store, in Viera, Florida.

The video for the same promotion makes the claim that Earth Fare’s customers “could shop here blindfolded … knowing that everything is 100% clean and good for you”. That’s because the health-forward retailer is is adamant that it carefully selects everything it stocks as if customers’ “lives depend on it”. 

Talking ahead of the Viera store opening, Earth Fare president and CEO Frank Scorpinit said: “At Earth Fare, we are passionate about helping our shoppers make the connection between Clean food and living longer, healthier, happier lives. We’re thrilled to become the newest member of the thriving Viera community and to continue to bring the cleanest, healthiest options for years to come.”

“the health-forward retailer is is adamant that it carefully selects everything it stocks as if customers’ ‘lives depend on it'”

Beyond groceries, the 27,000 square-foot store will also feature Earth Fare’s Heirloom Café and Juice Bar. The Heirloom Café will feature juices, smoothies, coffee drinks and custom blends. Shoppers will also find a variety of Clean, natural choices in the deli and prepared foods section. Amenities include a salad bar, hot foods bar, pizza station, sandwich counter, and conveniently packaged meals-on-the-go. 

To strengthen its engagement with consumers on health and wellbeing, Earth Fare last year launched its own healthy lifestyle magazine, The Clean Plate – a guide to eating Clean and living a healthier, longer life. The magazine sets out to explain why the ‘Earth Fare difference’ matters by examining every category of the store and outlining Earth Fare’s sourcing policy and approach to food staples – but also wellness and beauty.

Founded in 1975 in Asheville, North Carolina, Earth Fare is one of the largest natural and organic food retailers in the US, with 47 locations across 10 states in the Southeast, mid-Atlantic, and Midwest.Its full-service philosophy aims to marry high quality standards with “compelling value, friendly and knowledgeable service, and superior shopping experience.”

Expansion at the chain continued apace in 2018, with seven new store openings.

Earth Care’s ‘blindfolded’ promotion from 2017

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About the Author

Jim Manson

Writer & Editor
Jim Manson is editor-in-chief of Diversified Communications UK‘s natural and organic publishing portfolio. He’s written widely on environment and development issues for specialist magazines and national media, including the Financial Times, The Guardian, The Times, and World Bank Urban Age

Articles by Jim Manson

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