Guiding Stars® Licensing Co. Announces Partnership with Campbell Associates, LLC

Companies Seek to Expand Opportunities with New Licensing Agents

Guiding Stars Licensing Co. (GSLC) is pleased to announce the appointment of Campbell Associates, LLC as its licensing agent. The companies will work together to identify and secure opportunities to implement the highly regarded Guiding Stars nutrition navigation system in new and diverse venues throughout the United States.

Guiding Stars is the world’s first comprehensive nutritional navigation system. The program was created in response to consumer demand, and is a simple, easy-to-understand tool for making good nutritional choices. It has broad relevance to supermarkets, packaged food companies, as well as food service establishments. Designed to make a positive and lasting impact on public health, the rating system is based on independent, evidence based science and utilizes an extensive proprietary database and credits all edible foods. Guiding Stars has already been implemented at over 1,400 Hannaford, Sweet Bay and Food Lion stores, and has achieved both consumer and nutrition expert accolades.

Campbell Associates, LLC was founded by licensing veterans to help socially responsible corporations use licensing to generate revenue and raise awareness for their missions. It is currently the only licensing agency specializing in socially responsible licensing. Since 2002, it has worked for organizations such as the American Red Cross, The ASPCA and Save the Children, among others. Campbell Associates, LLC utilizes its signature “Mission + Marketplace” approach that results in licensing programs that are both commercially viable and true to the organizations’ core values and mission.

Guiding Stars Licensing Co. retained Campbell Associates, LLC to create and implement a comprehensive licensing strategy for expanding Guiding Stars into additional supermarket chains, food manufacturers, food service facilities, restaurants, and content providers. In this role, Campbell Associates, LLC will work closely with the senior leadership team to implement the licensing strategy, including helping identify and secure the best possible licensing partners.

“Campbell Associates, LLC has impressive expertise in strategy and identifying and securing target licensing opportunities and will be a key partner in helping us continue to expand Guiding Stars,” said Betts FitzGerald, managing director of Guiding Stars Licensing Co. “We are excited about this collaboration as we work to solicit licensing partners who will help us make a broader impact on food and nutrition choices.”

About Guiding Stars Licensing Co.

Since 2006, Guiding Stars has been leading the way in helping consumers make nutritious choices by pioneering the first-ever storewide nutrition navigation system. The Guiding Stars program is a simple, easy-to-understand tool for making good nutritional choices and is designed to make a positive and lasting impact on public health. Guiding Stars Licensing Co., based in Scarborough, Maine, creates opportunities for supermarkets, manufacturers, food service providers and other organizations to license the program and make nutritious shopping simple throughout the United States. Guiding Stars is currently in more than 1,400 supermarkets up and down the East Coast including 1,177 Food Lion Stores in the Southeast and Mid-Atlantic, 167 Hannaford locations in the Northeast and 108 Sweetbay stores in central and western Florida. Guiding Stars is supported by a 15-person team with significant licensing, marketing, food retail, IT and customer service experience.

About Campbell Associates LLC

Campbell Associates LLC ( is a full service licensing agency specializing in socially responsible licensing. It develops and implements programs for both non-profit and socially responsible for-profit corporations that “marry mission to marketplace”. As a result of this signature approach, its clients generate significant, sustainable revenue while raising awareness for their missions.