July 29, 2008
Food Lion LLC Rolls Guiding Stars Mobile Tour Across Southeast
To complement the recent launch of the Guiding Stars Nutrition Navigation System throughout its Food Lion and Bloom stores, Food Lion LLC announced today that a mobile marketing tour called the "Guiding Stars 3 Star Kitchen" will be on the road visiting stores and community events throughout four states and the District of Columbia this summer and fall.
"We are very pleased to have the Guiding Stars system in our stores now," said Ken Mills, vice president of sales and marketing for Food Lion LLC. "A simple, at-a-glance way to shop nutritiously, Guiding Stars can be proven through the actual shopping experience, and this tour takes a sample experience out of the stores and into the community."
Along with the interactive 18-wheel trailer retrofitted in the Guiding Stars' signature lime green color, the entire vehicle and crew are part of an exhibit designed to engage potential shoppers and community members in making better food choices for proper nutrition and wellness. As the basis of the Guiding Stars' system, food items receive one, two or three-star ratings based on their nutritious content, and the interior of the trailer features each of these food groups in separate rooms, with accompanying recipes and food samples.
The exhibit's exterior activity features the "Star Sprouts Kid Zone" with kid-friendly activities to help educate and entertain children and their families. With nutritious snacks to a coloring station and temporary tattoos for the younger family members, the kid zone also provides a cool resting place for parents.
The 3 Star Kitchen Tour will also have a registered dietician onboard attending all events to provide expertise on the Guiding Stars system and answer questions about personal nutrition. The trailer features a private meeting room where the nutritionist will meet with individuals to discuss Guiding Stars and educate visitors further regarding simple, nutritious grocery shopping and food preparation.
Created for Food Lion LLC by Jackson-Dawson Marketing Solutions in Greenville, S.C., the company's public relations agency of record, the 3 Star Kitchen Tour is scheduled to make appearances in Maryland, North Carolina, South Carolina, Virginia and Washington, D.C. through November.
"Jackson-Dawson is honored to assist Food Lion LLC with such an important effort in its launch of Guiding Stars," said Darrell Jackson, president and CEO of Jackson-Dawson. "As a full-service agency with a unique motorsports division, we have added a distinct, visual and interactive communications tool to the crucial message of better nutrition."
Developed by an independent scientific advisory panel of experts, Guiding Stars is the first system of its kind in the United States and follows a specific algorithm for labeling food items based on their nutritional content. Foods with one star have good nutritional value, while two stars represent better nutritional value and three stars signify the best nutritional value.
The third-party panel's ratings for the Guiding Stars system were drawn from labeling standards and nutrient levels set by the leading national health organizations (Food and Drug Administration, Department of Agriculture, Department of Health and Human Services, National Academies of Science, World Health Organization) that have determined those most beneficial for a healthy lifestyle. Guiding Stars supports the updated Dietary Guidelines for Americans that the government recently released.
Food Lion LLC's Bloom Supermarkets banner launched the nutrition navigation system throughout its 61 stores in June, and the Food Lion banner added the program in its 1,200 plus stores this month. More than 28,000 food items in each of the stores were analyzed as part of the Guiding Stars rollout.
Food Lion LLC is a subsidiary of Brussels-based Delhaize Group (NYSE: DEG). Food Lion LLC operates more than 1,300 supermarkets, either directly or through affiliated entities, under the names of Food Lion, Bloom, Bottom Dollar Food, Harveys and Reid's. These stores meet local customer needs and preferences for the freshest and best quality products. Food Lion LLC employs approximately 73,000 associates in 11 Southeast and Mid-Atlantic states.
Please contact Ansley Welchel at 864-616-6878 or [email protected] for the "Guiding Stars 3 Star Kitchen" tour schedule.