Partnership for a Healthier America Launches First-Ever Pay-It-Forward Grocery Coalition with Amazon Access and The GIANT Company, Backed by Major Food Brands
The Good Food Coalition brings together nearly $1 million in brand commitments and millions of servings of healthy food for families in need, all while putting better-for-you options in front of millions of shoppers at back-to-school.
Washington, D.C., June 10, 2026 - 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 (PHA) today 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 North America, and two retail collaborators that together reach millions of American households: Amazon, the nation’s second largest grocer, and The GIANT Company, a leading regional grocer operating nearly 200 GIANT and MARTIN’S stores across Pennsylvania, Maryland, Virginia, and West Virginia.
Two Retail Lanes. One Shared Mission.
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 Company, known locally as GIANT and MARTIN’S, 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.
Buy Better, Feed Another Family
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.
The GOOD GOOD Designation: Trust at the Shelf
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.
Quotes
“Eating well should not depend on your zip code, income, or access to transportation. Good food should be available to everyone across America because it is essential to living a healthy life. PHA’s Good Food Coalition unites grocers, food brands, and community partners committed to ensuring families everywhere can access healthy food that is affordable, convenient, and culturally relevant. Together, we are building a healthier America where the healthy choice becomes the easy choice for every family,” said Noreen Springstead, President and CEO, Partnership for a Healthier America.
“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, VP of Consumables at Amazon.
“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,” said John MacDonald, Chief Marketing Officer, The GIANT Company, and member of the PHA Board of Directors.
“At WK Kellogg Co, we believe everyone deserves access to nutritious food and the opportunity to thrive — a belief central to our Feeding Happiness™ sustainable business strategy,” said Sarah Ludmer, Chief Wellbeing and Sustainable Business Officer at WK Kellogg Co. “For generations, cereal has been a simple, nutritious, delicious and trusted way to help nourish families—bringing essential nutrients to tables across our communities. That’s why we’re proud to join the Good Food Coalition as a Founding Partner to help expand access to nutritious food and support hunger relief for families in need.”
“Bel is proud to be a founding partner of this coalition to make the healthier choices the easier ones for Americans. Teaming up with retailers, bold mission-driven brands, and Partnership for a Healthier America with a proven track record, we’re turning purpose into action,” said Peter McGuinness, CEO of Bel North America.
About the Announcement
The Good Food Coalition is being announced today, June 10th at the Good Food for All Summit, co-hosted by Partnership for a Healthier America and the Global Food Institute at The George Washington University. The Summit brings together 150 food system leaders from across business, policy, public health, food justice, and philanthropy, dedicated to advancing access to healthy food for everyone in America.
About Partnership for a Healthier America
At Partnership for a Healthier America (PHA), we are advancing equitable access to nutritious food for all in America to lead healthy lives. As a national nonprofit founded alongside Former First Lady Michelle Obama’s Let’s Move! campaign in 2010, PHA works with community organizations, corporations, foundations and governments to build healthier communities through nutritious food. Learn more about our work at ahealthieramerica.org.
About Amazon Access
Amazon Access is a one-stop-shop for customers to explore programs, discounts, and features that make shopping on Amazon even easier and more affordable, like payment with SNAP EBT, Access Discounts, and Prime Access – a discounted membership for qualifying government assistance recipients and income-verified customers that is half of the cost of a regular Prime membership. Grounded in convenience equity, Amazon Access strives to reduce barriers for lower income individuals to access what they need to live healthy lives. Visit amazon.com/access to learn more.
About The GIANT Company
For over 100 years, The GIANT Company has been bringing fresh food at great prices to local neighborhoods across Pennsylvania, Maryland, Virginia, and West Virginia. Known locally as GIANT and MARTIN’S, the company’s more than 35,000 team members are dedicated to delivering value, freshness and kindness, every day. Founded and based in 1923 in Carlisle, Pa., the company has nearly 200 stores, online grocery services, pharmacies, and fuel stations to meet the ever-evolving needs of today’s customers and communities. The GIANT Company is a company of Ahold Delhaize USA. For more information, visit the GIANT or MARTIN’S websites.
Media Contact
Diana Delgado
Senior Director of Marketing & Communications, Partnership for a Healthier America
ddelgado@ahealthieramerica.org
