8 Investigates: Who’s behind the anti-Hannaford campaigns?
A national nonprofit has spent at least $116,000 on anti-Hannaford advertising in Southern Maine.
Updated: 12:25 PM EST Jan 10, 2026
You may have seen a billboard truck driving around town or ads on Maine’s Total Coverage over the holidays. The campaign is called “What Happened to Hannaford?The ad spot mentions higher prices, lower quality and foreign ownership. Its website lists additional concerns about cybersecurity breaches and animal cruelty surrounding the chain’s failure to commit to cage-free animal products. At the bottom of the screen, it says “New England Consumer Alliance.” That is actually a local subsidiary of the national nonprofit Center for Responsible Food Business, a group established in Bethlehem, Pennsylvania, in 2024. The nonprofit is run by Taylor Warren Ford, who used to work at The Humane League, an anti-animal cruelty group that advocates against factory farming. During a phone call with 8 Investigates, Ford said this is their first major campaign, but they want to improve grocery stores across the board and plan to take a closer look at other chains down the line.”We’re really trying to focus on Hannaford because they are a dominant grocer in the New England area,” said Ford. “We are also conducting research to better understand the impact of other grocers in the region.”According to Ford, the group has roughly 12 active local volunteers. He created the New England Consumers Alliance to make room for more grassroots activism. According to IRS filings, the Center for Responsible Food Business received nearly $780,000 in donations in 2024. Donations are not public information, so 8 Investigates has not been able to identify any primary donors. Federal Communications Commission filings show the group spent at least $116,000 on TV advertising in Southern Maine. As for the group’s claims, it’s true that Hannaford is owned by a Netherlands-based conglomerate, Ahold Delhaize. It’s also true that the chain has dealt with recent cybersecurity breaches. It’s possible that prices have gone up, but that is true of many retailers. As for food quality, the chain recalled eight store-brand items over the past year, some for mislabeling, which creates allergen concerns, and others for contaminated meal products at specific stores. When reached for comment, a spokesperson for Hannaford called the claims baseless and wrote that the company remains committed to providing fresh, high-quality food at good prices, adding, “We are advancing animal welfare through transparent, measurable actions. We have detailed, year-by-year plans to meet our cage-free egg goals by 2030 and 2032, while navigating supply chain realities and regulatory requirements. Today, 100% of our stores offer cage-free egg options, and the majority of our assortment is already cage-free.”If you want to learn more about how 8 Investigates reported this story, visit the WMTW Instagram page for a behind-the-scenes look. If you have a tip or something you wanted investigated, email 8investigates@wmtw.com
SCARBOROUGH, Maine —
You may have seen a billboard truck driving around town or ads on Maine’s Total Coverage over the holidays. The campaign is called “What Happened to Hannaford?
The ad spot mentions higher prices, lower quality and foreign ownership. Its website lists additional concerns about cybersecurity breaches and animal cruelty surrounding the chain’s failure to commit to cage-free animal products.
At the bottom of the screen, it says “New England Consumer Alliance.” That is actually a local subsidiary of the national nonprofit Center for Responsible Food Business, a group established in Bethlehem, Pennsylvania, in 2024.
The nonprofit is run by Taylor Warren Ford, who used to work at The Humane League, an anti-animal cruelty group that advocates against factory farming. During a phone call with 8 Investigates, Ford said this is their first major campaign, but they want to improve grocery stores across the board and plan to take a closer look at other chains down the line.
“We’re really trying to focus on Hannaford because they are a dominant grocer in the New England area,” said Ford. “We are also conducting research to better understand the impact of other grocers in the region.”
According to Ford, the group has roughly 12 active local volunteers. He created the New England Consumers Alliance to make room for more grassroots activism.
According to IRS filings, the Center for Responsible Food Business received nearly $780,000 in donations in 2024. Donations are not public information, so 8 Investigates has not been able to identify any primary donors.
Federal Communications Commission filings show the group spent at least $116,000 on TV advertising in Southern Maine.
As for the group’s claims, it’s true that Hannaford is owned by a Netherlands-based conglomerate, Ahold Delhaize. It’s also true that the chain has dealt with recent cybersecurity breaches.
It’s possible that prices have gone up, but that is true of many retailers. As for food quality, the chain recalled eight store-brand items over the past year, some for mislabeling, which creates allergen concerns, and others for contaminated meal products at specific stores.
When reached for comment, a spokesperson for Hannaford called the claims baseless and wrote that the company remains committed to providing fresh, high-quality food at good prices, adding, “We are advancing animal welfare through transparent, measurable actions. We have detailed, year-by-year plans to meet our cage-free egg goals by 2030 and 2032, while navigating supply chain realities and regulatory requirements. Today, 100% of our stores offer cage-free egg options, and the majority of our assortment is already cage-free.”
If you want to learn more about how 8 Investigates reported this story, visit the WMTW Instagram page for a behind-the-scenes look.
If you have a tip or something you wanted investigated, email 8investigates@wmtw.com