Peapod Digital Labs, the digital engine of Ahold Delhaize, has opened its virtual program that connects diverse-owned businesses to the company’s U.S. brands. Now in its second year, the initiative enables underrepresented suppliers to showcase and share information about their products with merchants at banners such as Food Lion, Giant Food, The Giant Co., Hannaford and Stop & Shop.
The virtual events, kicking off in April and also scheduled for June, August and October, are powered by ECRM and RangeMe. Last year, Ahold Delhaize’s U.S. merchants met with 100-plus suppliers and fully onboarded 20 of them to one or more of its brands. Additional suppliers are still in that process.
This time around, Peapod Digital Labs is also working with women-owned business PowerToPitch to offer participating suppliers a free pitch coaching service ahead of the meeting. “We worked with PowerToPitch during our Incubator program in 2022 and participants found the support and resources tremendously beneficial,” explained Andjela Petrovic, director of supplier diversity for Peapod Digital Labs. “It’s an investment to develop a skill that lasts well beyond this one meeting or event. We hope this program will continue to support and facilitate new relationships between diverse-owned suppliers and the companies of Ahold Delhaize USA.”
Certified, minority-, LGBTQ-, woman-, veteran- and disability-owned businesses with products listed in the application can apply through Feb. 3 for consideration.
Last July, Peapod Digital Labs launched its incubator program for diverse-owned suppliers to develop new items for its private brands portfolio. The 2022 winner was Whole & Free Foods, a Chicago-based certified, women-owned business that produces foods free from the top 14 allergens, corn and sugar.
Ahold Delhaize USA, a division of Zaandam, Netherlands-based Ahold Delhaize, operates more than 2,000 stores across 23 states and is No. 10 on The PG 100, Progressive Grocer’s 2022 list of the top food and consumables retailers in the United States.