Consumer Campaign Targets Hannaford's Pricing and Practices, Yet Shoppers Show Limited Awareness
Daniel O’Connor is a Report for America corps member covering rural government through a partnership between The Maine Monitor and the Bangor Daily News.
NEWPORT, Maine — Despite a sustained public relations offensive against regional grocery giant Hannaford, many of its customers in Maine remain either unaware or unconvinced by the criticism, a recent visit to stores suggests. The campaign, which has blended concerns over animal welfare with accusations of unfair pricing, appears to be struggling to dent the chain's market dominance in communities where it is often the sole full-service option.
The effort, orchestrated by the Pennsylvania-based New England Consumer Alliance under the banner "What Happened to Hannaford?", has deployed television ads, direct mail, and in-person protests since last fall. It initially zeroed in on the company's sale of eggs from caged hens. While Hannaford's parent company, Ahold Delhaize, had pledged to transition to 100% cage-free eggs by 2025, it now states the target is 2032—a delay that has fueled the alliance's activism.
Lately, the campaign has sharpened its focus on affordability, accusing Hannaford of imposing a "poverty tax" by charging higher prices for identical grocery baskets in lower-income areas. The grocer, which operates 68 stores across Maine, firmly denies the allegation. "We do not under any circumstances take a community’s demographics into consideration when setting prices," said spokesperson Ericka Dodge Katz, citing geographic and inventory factors as drivers of price variation.
For shoppers outside the Newport location, practical concerns often trump activist messaging. "Unless you want to drive to Bangor or Waterville, that’s really it," said Scott Boisvert, acknowledging the area's limited choices despite a nearby Walmart just over the Palmyra line.
Taylor Warren, who leads the alliance, argues Hannaford's entrenched position is part of the problem. "For many folks, it is the only grocery store... where Hannaford operates effectively local monopolies in some small towns," he said. His group is backed by the Center for Responsible Food Business and has received funding from animal-rights organizations, including a $280,000 grant this year from the Good Ventures Foundation.
Yet, the campaign's reach seems limited. Longtime customer Gloria Denicola, shopping with her dog Lucy, said she hadn't heard of it, though she now uses Hannaford mostly for "oddball things." Only one shopper, Kaleigh Haskell of Saint Albans, recalled seeing related content on social media but remained skeptical: "I don’t really know what’s true and what’s not."
Warren concedes this is a long-term effort. "We can’t change the grocery sector overnight," he said. "We have to start somewhere."
Voices from the Aisle
Michael Ridgeway, 52, Economic Policy Analyst, Augusta: "This campaign highlights a critical market failure in rural America—the lack of competition. When one chain holds such sway, oversight and consumer advocacy become even more essential, regardless of immediate shopper awareness."
Sarah Chen, 38, Small Business Owner, Belfast: "I appreciate the push for cage-free eggs and fair pricing, but change feels slow. As a customer, I'm stuck between wanting ethical practices and needing accessible, affordable food for my family each week."
Jim "Bull" Donovan, 61, Retired Longshoreman, Portland: "It's all noise from out-of-staters who don't live here! They roll in with California money to tell us where to shop? Hannaford's been here for generations. If prices are high, blame the economy, not the store that's actually still open in our towns."
Dr. Anya Sharma, 44, Environmental Sociologist, Orono: "The disconnect between activist campaigns and local shopper habits is fascinating. It underscores how deeply structural factors—like food deserts and limited transportation—shape consumer behavior more than advocacy messages alone."