Regular shoppers at Foodland have long known that the market offers locally produced items. Familiar green signs in the produce section indicate Hawaii-grown fruits and vegetables, and the meat shelves often carry beef raised on isle ranches. But Foodland’s cred as a supporter of the locavore movement is about to grow with Eat Local Tuesdays, launched this week.
The program encourages shoppers to purchase locally produced items with special pricing and labels, and signage that educates customers with profiles on growers and recipe ideas. And on Tuesdays, shopping local means double Maika‘i points that lead to special product discounts and savings on grocery bills.
The ultimate goal, said Jenai Wall, chairman and CEO of Foodland, is to motivate customers to eat local once a week.
"We realize that for most consumers, just a small part of their budget goes to locally produced food. Most of their money is spent on imported items. Eat Local Tuesdays is our way to rally the community to support local producers," she said.
The concept for the weekly program references Kanu Hawaii’s annual Eat Local Challenge, which calls on the community to eat locally produced food exclusively for a month. But Wall makes the point that committing to such a long challenge might intimidate a great many eaters.
"It might have people unsure whether they can commit," she said. "If you ask for one day a week, you might be able to get all of us to do it."
Because local products often come from small producers, prices tend to be higher. But Wall said Foodland has reduced prices on all local items. These are flagged with orange price signs so shoppers can walk down aisles and easily spot Hawaii products, which are now included in every department.
On Tuesdays, customers who have signed up to receive Foodland emails will be sent information on a local item of the week that is specially priced, accompanied by ideas on how to use it.
Foodland is also employing students from 17 public high schools to offer shoppers samples of local items and share information about the products.
When at the register on Tuesdays, shoppers will receive double Maika‘i points on local purchases by telling cashiers that they "take the pledge to eat local," or they can sign up at foodland.com.
