Supermarket Dietitians Supermarket Dietitians The Business of Nutrition The Business of Nutrition Barbara Ruhs, MS, RD, LDN Barbara Ruhs, MS, RD, LDN Corporate Retail Dietitian Corporate Retail Dietitian Corporate Retail Dietitian Corporate Retail Dietitian Bashas Bashas’ Family of Stores ’ Family of Stores Chandler, Arizona Chandler, Arizona Email: [email protected]PH: (480) 216-6848 Find more info on LinkedIn Revised: August 2012
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Supermarket Dietitians Supermarket Dietitians The Business of Nutrition The Business of Nutrition
Barbara Ruhs, MS, RD, LDNBarbara Ruhs, MS, RD, LDN
According to the According to the U.S. Food and Drug Administration U.S. Food and Drug Administration (FDA), (FDA), nutrition shelf tags are an extension of the food nutrition shelf tags are an extension of the food package label …package label …POP nutrition shelf labeling programs MUST POP nutrition shelf labeling programs MUST
be in compliance with FDA.be in compliance with FDA.
The Nutrition Labeling and Education Act (NLEA), The Nutrition Labeling and Education Act (NLEA), The Nutrition Labeling and Education Act (NLEA), The Nutrition Labeling and Education Act (NLEA), which amended the FD&C Act requires most foods to which amended the FD&C Act requires most foods to bear nutrition labeling and requires food labels that bear nutrition labeling and requires food labels that
bear nutrient content claims and certain health bear nutrient content claims and certain health messages to comply with specific requirements.messages to comply with specific requirements.
Evaluating Effectiveness of Nutrient Profiling Systems
�� Increase Sales?Increase Sales?�� Impact Public Health?Impact Public Health?�� Improve Individual Health?Improve Individual Health?
Published Research Available* Published Research Available* --(2009) The American Heart Association, “Heart Check” Campaign and (2009) The American Heart Association, “Heart Check” Campaign and
Catalina Program demonstrated a Catalina Program demonstrated a 1.51.5--6.7% sales6.7% sales lift by shopper lift by shopper segment, test. Vs. control.segment, test. Vs. control.*PowerPoint presentation is available upon *PowerPoint presentation is available upon request from the American Heart Association. request from the American Heart Association.
--The Guiding Stars™ Program has data on sales impact and public The Guiding Stars™ Program has data on sales impact and public health.health.
--NUVAL (formerly known as ONQI) has data on public health and NUVAL (formerly known as ONQI) has data on public health and individual healthindividual health..
*Request an updated listing of current research on POP nutrition tags*Request an updated listing of current research on POP nutrition tags..Barbara Ruhs, MS, RD, LDN 2012 email: [email protected]
Case Study: Do Retail Dietitian Programs Work?
OBJECTIVE 3
How How to build to build a successful a successful programprogram
�� Aggressive Public Relations promotion with local mediaAggressive Public Relations promotion with local media
•• Build Trust with Your Audience: #1 Priority is to be a health Build Trust with Your Audience: #1 Priority is to be a health advocate for your customersadvocate for your customers
•• Develop local network of health professionals (hospitals, clinics, Develop local network of health professionals (hospitals, clinics, health organizations) to cohealth organizations) to co--market and support retail health market and support retail health promotions (host store tours, coupons, samples, attend events)promotions (host store tours, coupons, samples, attend events)
•• Build Relationships with Food Industry Partners to support Build Relationships with Food Industry Partners to support program’s success. program’s success.
•• Drive Sales! Offer customers affordable solutions to eat healthy.Drive Sales! Offer customers affordable solutions to eat healthy.
Elements of Successful Healthy Product PromosElements of Successful Healthy Product Promos
Barb’s Top TipsBarb’s Top Tips
1. Align trade promotions to make healthy eating affordable to the customer and
drive traffic to store. Offer a point of differentiation to the customer.
2. Marketing/Advertising platform must be comprehensive (print, digital, media…)2. Marketing/Advertising platform must be comprehensive (print, digital, media…)
3. Social Networking is critical to build buzz and facilitate a dialogue.
4. Whole Store Concept Merchandising to raise awareness of retailers’
commitment to health (POS – nutrition shelf tags, signage throughout stores,
radio, pharmacy).
5. Demo-Sampling to combat perception that healthy doesn’t taste good!
6. Excitement and education – create a destination in the store; reward customers
for healthy eating. Host local celebrities to demonstrate recipes and share.