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Iowa-based Hy-Vee is rolling out the NuVal nutritional rating system throughout its stores, ranking virtually every product on a scale of 1-100.

Hy-Vee CEO Ric Jurgens has been an enthusiastic proponent of the NuVal system, dating back to when it was called ONQI. The system is being trumpeted on Hy-Vee’s website.

The NuVal system “summarizes the overall nutritional value of food,” according to the organization’s website. “It uses the Institute of Medicine’s Dietary Reference Intakes (quantitative reference values for recommended intakes of nutrients) and the Dietary Guidelines For Americans (advice from the Department of Health and Human Services, HHS, and the Department of Agriculture, USDA, about how good dietary habits can promote health and reduce risk for major chronic diseases) to quantify the presence of more than 30 nutrients – including vitamins, minerals, fiber, and antioxidants; sugar, salt, trans fat, saturated fat, and cholesterol. The system also incorporates measures for the quality of protein, fat, and carbohydrates, as well as calories and omega-3 fats. The NuVal System also takes into account how these nutrients influence health based on broadly accepted, published scientific literature.”

Upstate New York-based Price Chopper also announced its adoption of the program this week.

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