Earth Fare holding ‘Dirty Food Swap’

Through March 21, Asheville, N.C.-based natural food retailer Earth Fare is urging customers to exchange so-called “dirty” private brand products for those with the “cleanest” ingredient decks. For the length of the Dirty Food Swap promotion, shoppers who bring in a competitor’s private brand food item will get 25 percent off Earth Fare brand products.

“We believe that a key component to living a healthier, longer life is making the right food choices, and that means saying no to harmful ingredients that are, sadly, all too common on many grocery store shelves,” said Earth Fare President and CEO Frank Scorpiniti in a statement. “We want all of our communities to enjoy only the cleanest, healthiest food available.”

As additional support for its commitment to making healthful food widely available, Earth Fare will donate $1, up to $5,000, to area food banks in its surrounding communities each time a customer takes part in the food swap.

Earlier this year, the grocer launched the Live Longer With Earth Fare campaign to encourage consumers to eat more healthfully. The chain is now limiting its 500-plus private brand food products to only non-GMO ingredients.