Food Lion 2009 Annual Report Download - page 18

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14 - Delhaize Group - Annual Report 2009
Delivering Value
Even though our assortments reflect local
differences, each banner of the Group shares the
same commitment to offer a wide range of food
products: from basic ingredients to refined prepared
meals and from gourmet products to an extensive
range of private brands. A large produce variety
and fresh assortment have always been important
characteristics of our go-to-market strategy.
Because we know ”fresh,” ”local” and ”organic”
stand for the highest-quality food experience, our
banners continue to utilize these differentiation
levers. By offering attractive prices, we demonstrate
that gourmet, fresh and healthy food and good
deals go together to deliver a distinctive value
proposition to our customers.
Health and Wellness
As healthy eating has evolved into a major lifestyle,
our banners’ objective is to help our customers make
healthy and nutritional food choices.
Our
Guiding Stars
system, the first storewide nutrition
navigation system in the U.S., rates food products,
including packaged foods, fresh foods, produce and
prepared meals. Developed by Hannaford in 2006,
the star-rating program is now featured on shelf
tags and in-store communication at Hannaford,
Food Lion, Bloom and Sweetbay. Through licensing,
Hannaford introduced
Guiding Stars
to universities
in New Hampshire and Maine and to a public
school system in Maine where it is used to star-rate
prepared meals. In 2009, more fresh items and
private brand foods were added to the system. The
customer utilization rates and number of ”starred”
products continued to increase, reaching a total of
16 550 products at the end of 2009.
Delhaize Belgium and Alfa Beta started to apply
Guideline Daily Amounts
(GDAs) to their private
brand products to help consumers understand
the nutritional values of the foods they buy and to
respond to their dietary needs. By the end of 2009,
Delhaize Belgium applied these guidelines to around
1 000 of its private brand products and Alfa Beta to
close to 200 products. The objective of both banners
is to have GDA specifications on all private brand
products by 2011.
Food Lion’s commitment to support fruits and
vegetables earned the banner the ”
Retail Role
Model’
”award from the Produce for Better Health
Foundation in 2009. Our other banners also continued
to promote healthy eating: Delhaize Belgium and
Mega Image with the ”Food Pyramid” and Alfa Beta
with ”Mediterranean Diets.”
Delhaize Group offers value-added products and exciting shopping experiences by catering to the consumer’s
appetite and expectations. Our customers rely on our stores to guide them to smart choices. Throughout our
Group, we constantly innovate our assortments and store formats based on a thorough understanding of our
markets and customers.
Concept Differentiation