Earth Fare Launches Personalized Nutrition Insights in Stores

U.S. genomic nutrition platform GenoPalate has selected Earth Fare, a natural and organic grocery store in the Midwest and Southeast, as its first grocery retail partner.

GenoPalate uses DNA tests to create customized diet and nutritional plans based on customers’ genetic makeup.

The company, which launched in 2016, leverages users' genetic, phenotypic and behavioral information to generate personalized “Essential Nutrition Reports.” Those reports “lay a foundation for customers to understand their nutritional needs,” according to a media release.

Beginning this month, shoppers at all of Earth Fare’s 18 locations can scan a QR code within the wellness department to order an Essential Nutrition Report. Shoppers can choose to upload their existing raw genetic data or use GenoPalate's at-home DNA collection kit, also coming to stores. 

"Aligning with Earth Fare's commitment to wellness, our partnership with GenoPalate is transformative for grocery retail, offering personalized nutrition," Henry Kugler, chief operating officer of Earth Fare, said in the release. "This collaboration enables us to provide customers with dietary choices tailored to their genetic makeup, integrating GenoPalate's insights with our quality ingredients for a unique wellness journey, enhancing wellness through informed food choices."

GenoPalate and Earth Fare say they share a similar philosophy that food is medicine. Earth Fare, for instance, has a “Boot List,” a list of hundreds of chemicals and additives known to contribute to diseases and other health conditions that won't be found in Earth Fare stores (e.g., all artificial ingredients, trans fats, high fructose corn syrup and added hormones and antibiotics).

GenoPalate says it leverages proprietary algorithms informed by more than 150 unique biomarkers and offers its members access to custom-formula vitamins and supplements, one-on-one dietitian coaching sessions and recipe packs.

"This partnership is so groundbreaking because just a quick, in-aisle scan puts our shoppers on the path to unlocking priceless information about how their genetic makeup affects their nutritional needs, which is a complete mystery for far too many people," Kugler added.

As the partnership continues to evolve, plans are underway to sell GenoPalate's soon-to-launch nutritional supplements at Earth Fare locations and provide personalized meal kits for in-store pickup, per the release.

"The more people learn about the science behind their individual wellness journey, the more informed choices they can make, and the more we learn about the crucial intersection between a person's unique genetic makeup and their optimal food choices," Asif Naseem, CEO of GenoPalate, said. "This knowledge is critical to uncovering breakthroughs that can revolutionize our wellness."