Delhaize finds success with Hannaford's Guiding Stars programme

A recent evaluation of Hannaford’s "Guiding Stars" programme, shows that consumers can, and are, making healthier food choices. Since its introduction in 2006, Hannaford's Guiding Stars system has analyzed, evaluated, and rated over 25,500 food items. The system features one-, two- or three-star ratings representing good, better or best nutritional value, respectively. Although not always appreciated by manufacturers, the rating system is highly valued by customers.

“The genesis of the idea came from our shoppers themselves…they told us about their confusion and frustration with available nutritional information, and that led to Guiding Stars,” said Caren Epstein, director of external communications at Hannaford.

Data from the first 12 months of Hannaford’s program, compared to the same time period one year prior to Guiding Stars’ launch in September 2006, revealed selection of fattier meat declined. Starred ground beef (90% or more fat-free) selection increased by 7%, while ground beef without stars dropped 5%. Whole milk, which has no stars, dropped 4%, while that of fat-free milk, which has a 3-star rating, went up 1%. Fresh produce, all of which earns stars, remained constant.

Not every manufacturer agrees with the ratings applied to its products, mostly because Hannaford’s definition of healthy is considerably stricter than the rules the US FDA applies to food. For example, many products in ConAgra Foods’ Healthy Choice line earned zero stars.

Delhaize-owned Hannaford operates 160 stores under the Hannaford Supermarket and Hannaford Supermarket and Pharmacy banners.