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Starting this month, all 164 Giant supermarkets in the Washington D.C. area will feature shelf labels to help customers identify products owned by 'minority based businesses'. Over 3,100 products by 218 businesses will be tagged, and product labels will also be added to Giant's website and mobile app later this year.
Given that the chain's definition of minorities includes women, veterans and people who are Black, Asian-Indian, Hispanic, LGBT and Asian-Pacific, it's a group that could hardly be called a minority when viewing the population as a whole. Unfortunately, the minority label does apply when it comes to brand ownership.
We love this idea for its simplicity. What (easy) steps can your brand take to create visibility for those who need and deserve it?
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