Natural grocer Earth Fare partners with Zooey Deschanel-founded app

Earth Fare is providing shoppers mobile gamification using a promotional app from a company backed by a Hollywood actress.

The regional natural and organic supermarket retailer operating in the Midwest and Southeast is building on an existing partnership with Learn & Earn, a program from the Merryfield app designed to reward consumers for shopping healthy brands.

Introduced in 2021, Merryfield is a free app providing consumers with reward points every time they purchase products from select health-oriented brands. When a customer purchases a qualifying product, they can scan and submit their paper receipt or directly submit their digital receipt to Merryfield. 

Users then receive points that can be applied to receive gift cards from select retailers. Zooey Deschanel, who starred in the hit TV show "New Girl," is cofounder and chief creative officer. 

Now, Earth Fare is participating in a new Merryfield promotion called Micro-Moments, a blend of fast facts, pop quizzes, quick polls and videos that allow customers to earn points with each interaction. Customers participate by scanning in-aisle QR codes that prompt them to interact with Micro-Moments, educating them on what is in selected products.

All brands adhere to Merryfield’s Watch List, which bans the inclusion of hundreds of chemicals and additives. The Micro Moments program is designed to create incentive through gamification.

To celebrate the rollout of Micro Moments, Earth Fare is giving away hundreds of dollars of free groceries to winners each Wednesday from Feb. 14 to April 9. Shoppers can scan at least one Merryfield Learn & Earn QR code in one of the retailer’s stores to be entered to win a $250 Earth Fare gift card. The winner will be announced weekly on Wednesdays, and gift cards must be picked up in person at an Earth Fare store. 

"We are thrilled to introduce Micro-Moments as part of the Learn & Earn program,” said Sandrine Mangia Park, Merryfield chief marketing officer. "Through the seamless integration of education and gamification, our goal is to empower consumers, making the process of choosing the products they select for their families not only informed but also enjoyable."

"We believe that learning about the products you purchase should be as enjoyable as the shopping experience itself," said Laurie Aker, director of marketing at Earth Fare. "Micro-Moments are designed to make every trip to Earth Fare not just about filling your cart but also about engaging with the stories behind the products you choose."

Based in Asheville, N.C., Earth Fare operates 18 locations in seven states.