As the first partnership of its kind for both companies, Earth Fare’s marketing director, Laurie Aker, emphasized that the inclusion of personalized, gene-based nutrition is the “future of the grocery industry,” adding that in conjunction with Earth Fare’s wellness experts and GenoPalate’s in-house dietitians, the partnership intends to create a healthy and convenient experience for consumers in 17 of it stores across eight states in the south east.
In the first phase of the collaboration, users can order GenoPalate's Essential Nutrition Report by scanning a QR code in-store where they can either upload GenoPalate’s at-home DNA Collection kit or upload genetic data from an existing platform into the report.
The DNA kit analyzes phenotypic details—weight, age, wellness goals and lifestyle habits—and leverages GenoPalate's biomarker, patented algorithm and comprehensive databases to produce each personalized report, which provides a detailed look at which types of foods the user should consume.
Each user’s Essential Nutrition Report includes customized meal plans, recipe packs and daily supplements based on their genetic and phenotypic data; in addition to access to personalized wellness coaching from a registered dietitian.
“In phase one, we launched the kits inside of our stores where folks can scan a QR code, get a DNA kit delivered, or they can upload their existing DNA and then they get back a nutritional analysis report. That report tells you what foods to stay away from and what foods are good for your genotype,” Aker explained.
The next phase of the partnership, launching later this year, will feature customized meal kits from Earth Fare’s prepared food service, meat and seafood departments based on recommendations from GenoPalate’s in-house nutritionists. GenoPalate’s nutritional powders will also be featured in Earth Fares' smoothie bars, with a focus on customized vitamins, fibers and proteins.
Users also have access to GenoPalate’s mobile app which provides live chat features with dietitians in real time, providing a convenient shopping experience in-store.
“If somebody is in the grocery aisle and has a question about which foods might be best for them, they can pull their phone out and actually talk to a live dietitian right there. Then they can work together with the members at Earth Fare,” Chris Connell, senior digital marketing and e-commerce manager, Geno Palate, explained.
Connell added, “I think the big thing we’re solving together is that you’re never alone on this nutrition journey. You have somebody … equipping you with that information and Earth Fare has the actual ingredients that you need, plus guidance.”