When a family buys a better-for-you product through the new Good Food Coalition, another family eats better, too. That’s the mechanic. And starting this August, it will be live at scale.

Partnership for a Healthier America announced the launch of the Good Food Coalition, a first-of-its-kind initiative that links consumer purchases of dietitian-validated, better-for-you products (designated as “GOOD GOOD”) directly to hunger relief for families across the country. Every qualifying purchase triggers a donation to PHA’s work to advance access to nutritious food. Better choices at checkout become healthier meals on tables.

The coalition launches with two founding collaborators: WK Kellogg Co. and Bel Group, and two retail collaborators that together reach millions of American households: Amazon and The Giant Co.

Amazon brings unmatched digital reach to the coalition, placing GOOD GOOD-designated products in front of millions of eligible shoppers during the critical back-to-school window this August. Grocery storefront placements, targeted customer emails, push notifications and other digital retail media will surface better-for-you options at the moment families are already stocking up, making the healthier choice the obvious choice.

The Giant Co. brings the Coalition into the communities it was built to serve. As the Good Food Coalition’s brick-and-mortar launch partner, Giant and Martin’s help connect the program to local families through in-store discovery, trusted relationships and neighborhood-level access. Together, the two retailers demonstrate that the Coalition is built for the full grocery ecosystem, online and on the shelf.

Founding collaborators of the Coalition have committed nearly $1 million combined to PHA’s Healthy Hunger Relief initiatives, unlocking millions of servings of healthy food for families facing food insecurity. That’s before accounting for the millions of additional servings that consumers will put on their own tables simply by choosing better-for-you products.

The pay-it-forward model is built into every transaction at Amazon, Giant and Martin’s. Participating brands offer a consumer-facing deal or discount on GOOD GOOD-designated products; a portion of each sale flows to advance access to nutritious food in every zip code. Shoppers do better for their family and for a family in need — in the same cart.

Every product in the Coalition carries the GOOD GOOD designation, validated by PHA’s registered dietitian and supported by Guiding Stars, one of the nation’s leading evidence-based nutrition rating systems. GOOD GOOD cuts through the noise of the grocery landscape and gives shoppers a signal they can trust: this product is genuinely better for you.

PHA brings 15 years of credibility as a national nonprofit dedicated to equitable access to good food, with the dietitian infrastructure, nutrition standards, and community relationships to back it.

"For too long, eating well has been treated as a luxury rather than a right," said Noreen Springstead, president and CEO, Partnership for a Healthier America. "The Good Food Coalition changes that. By uniting grocers and food brands who share that belief and are ready to act on it, we are building a collective impact model that makes the healthiest choice the easiest choice for every family, in every neighborhood across America. This is not just good for families. It's good for business, and it's good for our country’s future.” 

“At Amazon, we aim to make customers' lives better and easier every day — and helping them save money is a big part of that mission. We're excited to work with brands who share our commitment to affordable, nutritious food and to support PHA's work of making the healthy choice the easy choice. Amazon Access offers resources to make shopping on Amazon easier and even more affordable so that all customers have access to a wide, affordable selection with everyday low prices and a convenient shopping experience, no matter their budget," said Sam Heyworth, vice president of consumables at Amazon.

John MacDonald, chief marketing officer, The Giant Co. and member of the PHA board of directors, said, “As a trusted local grocer that’s been serving local communities for more than 100 years, we see every day how important access to nutritious food is for the families we serve. Guided by our mission to deliver value, freshness, and kindness in everything we do, and through the Good Food Coalition, we’re able to extend that commitment—making it easy for customers to turn everyday purchases into meaningful support for neighbors in need.”