WALKER, Mich. (WZZM) -- When you go the store, you want your products to be clean. You don't want to lay new socks down on a black belt soiled with spilled milk. You don't want to put your bananas on a belt where an infant just sat. A West Michigan company has found a solution that includes marketing opportunities for store products.
It's called MessageWrap. It's being tested at five Spartan Stores supermarkets around Grand Rapids. It's a partnership between Mol Belting, Handstand Innovations, Spartan Stores and Five Hour Energy, all Michigan companies.
MessageWrap results in a checkout belt that can't be contaminated by liquids or germs, while displaying an advertising message.
It's an innovation Mol Belting is proud to be a part of. 55 workers at their Walker facility produce belting for check-stands and industrial use. In recent years they added the treatment that sanitizes one of the most contaminated surfaces in the supermarket. Spartan says a Michigan State University study discovered populations of TAC, mold, yeast and staph on grocery checkout belts.
"MessageWrap is a breakthrough in shopper marketing -- an innovative and effective way to engage shoppers at checkout while keeping the most widely used shopper surface area in the store, clean and safe to the touch," said Susan Vanderploeg, founder of Handstand Innovations. "We are excited to help 5-Hour Energy and Spartan Stores foster shopper loyalty and improve store operations."