Natural foods retail chain Earth Fare is taking the next step in its campaign to get Americans to eat healthier with the launch of a new magazine.

Asheville, North Carolina-based Earth Fare, which created its Live Longer with Earth Fare campaign in 2017, is now publishing a magazine, The Clean Plate, whose aim is to help consumers choose clean foods and live a healthier, longer life.

“Food is key to living a happier, healthier and longer life,” says Frank Scorpiniti, CEO of Earth Fare, which was profiled in the November issue of InStore. “The Clean Plate not only showcases the breadth of selection available at Earth Fare, but also illustrates how best to incorporate those products into our everyday lives.”

The magazine, which is available in stores and online, “pulls back the curtain on the traditional U.S. food marketplace,” according to Earth Fare, educating shoppers about what happens to products before they wind up on grocery store shelves. Also included is information on all categories of product sold in the chain’s stores.

Earth Fare products are free of high fructose corn syrup, artificial fats and trans-fats, artificial colors, artificial preservatives, artificial sweeteners and bleached or bromated flour; and are never administered antibiotics or growth hormones.