Wakefern Food Corp., New Jersey’s largest retailer-owned supermarket cooperative, is taking a major step toward data-driven grocery innovation by partnering with consumer intelligence leader NielsenIQ. Announced on August 19, 2025, the collaboration will leverage AI-powered tools to give Wakefern a deeper understanding of customer needs and shopping trends.
Based in Keasbey, NJ, Wakefern operates more than 365 supermarkets across the Northeast under banners such as ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, Gourmet Garage, Fairway Market, Di Bruno Bros, and Morton Williams Supermarket. This partnership with NielsenIQ is designed to enhance the cooperative’s already strong supermarket expertise with cutting-edge technology.
AI-Powered Consumer Insights
Under the agreement, Wakefern will utilize NielsenIQ’s Activate Platform, a suite of AI-driven software and analytics tools. These technologies are built to provide actionable insights for:
- Assortment Optimization: Ensuring stores stock the right products that meet the evolving needs of shoppers.
- Personalized Customer Experiences: Tailoring promotions, product recommendations, and in-store initiatives to individual preferences.
- Business Performance Management: Enabling faster, smarter decision-making across the cooperative’s network of stores and suppliers.
According to Liz Buchanan, President of NielsenIQ North America, the collaboration underscores the company’s mission to deliver end-to-end value for retailers and connect manufacturers more closely with consumers.
Wakefern Chief Sales Officer Darren Caudill added that combining the cooperative’s decades of grocery expertise with AI-powered insights will equip their teams and suppliers to make faster, smarter decisions that enhance value for customers every day.
What This Means for New Jersey Shoppers
For shoppers across New Jersey, this partnership promises smarter product selection and more personalized experiences at Wakefern-affiliated stores. Whether you’re grabbing your weekly groceries at ShopRite, exploring specialty items at Di Bruno Bros, or stocking up at The Fresh Grocer, AI insights are expected to improve:
- Product availability and variety based on local demand
- Targeted promotions and discounts tailored to customer preferences
- Overall shopping experience with faster decisions and better inventory
By integrating AI into grocery operations, Wakefern is positioning itself to stay ahead in the competitive supermarket landscape, ensuring that local shoppers continue to find the products they want and discover new items aligned with their tastes.
Wakefern’s Continued Innovation
As the largest retailer-owned cooperative in the United States, Wakefern has a history of embracing technology to benefit both its members and customers. The new AI-powered partnership with NielsenIQ represents the next phase in leveraging data-driven strategies to meet modern grocery needs, from fresh produce to specialty products and everyday essentials.
For New Jersey residents seeking more information on supermarket offerings, shopping tips, and local grocery news, visit our Supermarkets section for updates across the Garden State.
