Americans are eating their way to an early grave, plain and simple. According to the National Center for Health Statistics, shockingly, life expectancy for Americans in 2015 declined for the first time in more than two decades. In response to the crisis, Earth Fare, America’s original healthy supermarket, announced a retooled loyalty program, new exclusive brands, and a bold new message aimed at empowering Americans to take back their own health through their food choices.

Live Longer with Earth Fare, a timely and provocative campaign message launching today, is the rallying cry for Americans to choose only the cleanest, healthiest foods; the kind that can be found at Earth Fare, more than any other supermarket in America. The company’s Food Philosophy forbids hundreds of harmful chemicals and ingredients from making their way onto their shelves and is among the strictest in America. The campaign makes the case that better food choices lead to a longer and healthier life and challenges other supermarkets to come clean.