Earth Fare and GenoPalate create genetically personalized nutrition grocery shopping

17 Jan 2024 --- Personalized nutrition pioneer GenoPalate has joined forces with Earth Fare, the clean grocery store, to spearhead a wellness movement in supermarkets that incorporates biomarkers, proprietary algorithms and databases to optimize nutrition for consumers.

“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,” says Henry Kugler, COO of Earth Fare.

At the heart of the initiative, GenoPalate leverages users’ genetic, phenotypic and behavioral information to generate personalized Essential Nutrition Reports, allowing customers to understand their nutritional needs. Earth Fare customers from its 18 venues can scan a QR code at the wellness department to order a report, starting this month.

“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,” says Kugler.

Food is medicine principle
Consumers can choose to upload their existing raw genetic data or use GenoPalate’s at-home DNA collection kit. The companies have based the initiative on their belief that food is medicine.

The collaboration aims to bridge the divide between gaining knowledge about optimal nutrition and accessing the quality of food needed to achieve good health.

“Our approach is rooted in rigorous scientific research, differing from generic diet plans that typically yield inconsistent results,” Chris Connell, digital marketing manager at GenoPalate, tells Nutrition Insight. “Considering that dietary-related metabolic health traits are significantly influenced by genetics (30-70%), it’s crucial to incorporate nutritional genetics into our diets. This integration is key to effectively managing metabolic health and enhancing overall well-being.”

The proprietary algorithms are informed by more than 150 biomarkers, which have been used to give critical insights to at least 170,000 members thus far. Members can also access custom-formula vitamins and supplements, one-on-one dietitian coaching sessions and recipe packs. 

“Earth Fare’s core belief is that healthy food should be accessible to everyone, everywhere, and we work tirelessly each day to remove the myriad barriers that sometimes prevent shoppers from achieving optimal nutrition,” says Kugler. 

As the partnership evolves, GenoPalate’s nutritional supplements will be touted at Earth Fare locations and provide personalized meal kits for in-store pickup.

“In the future, we see personalized nutrition evolving through partnerships within the grocery sector, like our collaboration with Earth Fare. This holistic approach will leverage genetic, lifestyle, and health data to provide precise recommendations,” says Connell. 

“It will transform grocery stores into wellness hubs, offering tailored guidance for healthier and more sustainable eating habits. Our vision is for individuals and the food industry to work together, promoting well-being and sustainable choices.”

GenoPalate’s vision for the food industry is to empower individuals with an understanding of their nutritional needs and build deeper relationships between consumers and their local grocery stores where shoppers can access high-quality ingredients and receive guidance on applying personalized insights. 

“This includes assistance with meal preparation optimized for individual nutritional requirements. We envision a future where grocery stores are important in promoting well-being by integrating personalized nutrition,” says Connell. 

Industry developments
In other news, a new digital nutrition guide tailors daily meals to a person’s individual preferences and dietary requirements, specifically designed for people with weight management goals, food allergies and digestive issues. Foodtech start-up Verdify says consumers can join the free platform — dubbed Noory — where they can create a personal profile.

In addition, AI and nutrition technology company Spoon Guru has allied with Google Cloud to bring personalized nutrition to the digital grocery space. The partnership is piloting an AI and algorithm-driven recommendation engine for more accurately tailored product search options.

By Inga de Jong