B ruhs-supermarket-rd-bashas-rev aug-2012

Supermarket Dietitians Supermarket Dietitians The Business of Nutrition The Business of Nutrition

Barbara Ruhs, MS, RD, LDNBarbara Ruhs, MS, RD, LDN

Corporate Retail DietitianCorporate Retail DietitianCorporate Retail DietitianCorporate Retail Dietitian

BashasBashas’ Family of Stores ’ Family of Stores

Chandler, ArizonaChandler, Arizona

Email: [email protected] PH: (480) 216-6848 Find more info on LinkedIn Revised: August 2012

� Learn about the roles of dietitians working for

supermarkets (and educational opportunities)

� Learn how to help customers to shop and eat

healthier

Learning Objectives

� Case Study: Do Retail Dietitian Programs Work?

How to build a successful program

Barbara Ruhs, MS, RD, LDN 2012 email: [email protected]

Why Grocery Stores Matter: A Public Health

Perspective

“Grocery stores are uniquely positioned – in the

sweet spot between manufacturers and

consumers – to market nutritious products to

increase the appeal and affordability, and increase the appeal and affordability, and

perhaps de-emphasize those products that are

not nutritious.”

–James Marks, MD, MPH, Sr. VP and Health Group Director,

Robert Wood Johnson Foundation


Corporate Dietitian

Store-Based Dietitian

� Examples of Roles & Responsibilities � Customer Service� Public Relations� Marketing & Advertising

Supermarket Dietitians: A Trusted Health Voice

� Marketing & Advertising� Sales & Merchandising � Social Media� Culinary Focus � Food Safety � Community Health Partnerships & Networking

Supermarkets Reach Millions of People Daily…It is a GREAT

opportunity to educate!

A Typical Day in the Life of…•Fund Program – Meet with Food Industry representatives/brokers to sponsor program

•Sample/Taste Test potential new products along with Category Management

•Coordinate Promotions with Category Management & Depts. (Pharmacy, Produce)

•Plan weekly Ads (3 months in advance) & write weekly AD message (8 weeks prior)

•Plan monthly merchandising displays for Eat Smart

•Answer Customer Questions – Nutrition Facts Information, Allergies, Product Requests

•Twitter Updates & Facebook Posting

•Pitch & Prepare Media

•Plan, write, edit & execute newsletters

•Plan monthly in-store radio messages

•Coordinate in-store events (tours); community health events

•Mentor student volunteer projects

•Manage in-store signage; nutrition shelf label program

•Perform Nutrition Analysis of Recipes – Test & Edit recipes

•Employee Health & Wellness Program PlanningBarbara Ruhs, MS, RD, LDN 2012 email: [email protected]

Desirable Skills: Supermarket Dietitian

•Advanced Practice Dietitian (5 + years)

•Public Health

•Clinical Practice

•Media & Public Relations (Public Speaking)

•Business Savvy (Food Industry Experience +)

•Marketing & Advertising

•Culinary Expertise

•Acceptance & Understanding of the Business of

Selling Groceries


Interview with Barbara Ruhs, MS, RD,

Supermarket Dietitian:

Nutrition Jobs.com - Dietetic Career SpotlightDecember 2010

http://bit.ly/iapiLV

“Supermarkets offer great career opportunities “Supermarkets offer great career opportunities

for dietitians, especially if RDs aim for

executive positions that implement health &

wellness as part of a company's overall

business strategy.”


Supermarket Dietitian Educational Eventsplanned in partnership with Oldways

March 2010 (Scottsdale, AZ), March 2011 Santa Rosa, CA), February 2012 (Savannah, GA)

Retailer Participants:

• Bashas’ Family of Stores

• Giant Eagle

• Price Chopper

• Wegman’s

•Weis Markets

• Whole Foods

• Hy-Vee

• Meijer

• H-E-Butt

• United Texas

• Safeway

• Kroger

• Supervalu

• Balls Foods (Hen House)

• Fresh Direct

•Food for Less

Download Handouts & Presentations:

http://www.oldwayspt.org/2011-supermarket-dietitian-symposium

•Food for Less

•K-VA-T

• Save Mart

• Festival Foods

• Lowes Foods

•Ingle’s Markets

•Wal-Mart

• PCC Markets

•Lucky’s

•King Kullen

•Stop & Shop (Ahold USA)

• Big Y

• Hannaford Bros.

• Ralph’s

•ShopRite

• Sobeys (Canada)

Learn how to help customers to shop Learn how to help customers to shop and eat healthierand eat healthier

OBJECTIVE 2

West Valley Biggest Loser Contestants – Take a nutrition tour at Bashas’ (AZ)

Barbara Ruhs, MS, RD, LDN 2010 [email protected]

Empower shoppers to learn about nutrition by involving them in fun & engaging

learning activities. Have participants run through a series of label-reading

activities in which they have fun, interact with the entire group and learn by

experience. (Ask Barb about in-store activities that merge behavior change, psychology and nutrition)

Barb hosts in-store nutrition activities to engage the audience in key departments

where nutrition choices can be challenging – deli case; cereal aisle; dairy/spreads;

seafood/meat counter…Barbara Ruhs, MS, RD, LDN 2012 email: [email protected]

Shopper research confirms…

customers are receptive to your help in making

healthful choices and managing health concerns.

In-market testing validates…

Shopper Marketing ResearchSource: Catalina (www.catalinamarketing.com) – Sharon Glass presentation

at FMI Health & Wellness Conference, 2010

In-market testing validates…

shoppers are responsive to programs that help them

take simple steps towards health.

Supermarkets are uniquely positioned…

to implement effective wellness marketing

programs that leverage current assetsBarbara Ruhs, MS, RD, LDN 2012 email: [email protected]

Source: Catalina (www.catalinamarketing.com) – Sharon Glass presentation at FMI Health & Wellness Conference, 2010

PointPoint--ofof--Purchase (POP) Nutrition TagsPurchase (POP) Nutrition Tags

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.

Nutrition information at the point-of-purchase

influences shoppers to make healthier choices

Learn more about Bashas’

Nutrition POP Shelf Tags

Download nutrition criteria


Download nutrition criteria

used for each nutrition tag*

www.bashas.com/eatsmart

*Compliant with FDA Labeling Regulations. All

products must pass a universal filter for basic

nutrition qualifications

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


@EatSmartAZ

Bashas’ Eat Smart Program Components

1. Weekly AD Circular Promotion

2. Nutrition Newsletter (bi-monthly)

3. Display end-cap with monthly theme

4. In-Store Demo-Sampling

5. In-Store Radio Marketing

6. Nutrition Shelf Tag (POS)


facebook.com/bashas.dietitian6. Nutrition Shelf Tag (POS)

7. Pharmacy Promotions

8. Produce Nutritional Signage

9. Social Networking

10.Media Appearances

11.Community Events

12.Dietitian Symposium Events

Monthly Savings GuideEat Smart Nutrition NewsletterBrochures

Weekly AD Section

Eat Smart Nutrition Newsletter

Gluten Free Sampling Event Monthly Eat Smart In-Store Display

Sample Performance Recap (Nielsen)

• Total sales grew by over $44,529 vs. prior 5 week period (133 % increase)

• Additional units vs. Prior Period = 99,760 units (259 % increase)

• Item reached a max of 79% ACV on Feature during ad week

Product: S & W canned beans

• $0.05 cost per additional unit (lump sum for promotion divided by unit increase)

$-

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$ Vol Units

$ Vol $5,164 $6,113 $6,459 $5,965 $9,664 $26,246 $13,012 $10,521 $22,847 $5,268

Units 5442 6171 6508 6022 14379 52052 18702 15127 45346 7055

01/03/09 01/10/09 01/17/09 01/24/09 01/31/09 02/07/09 02/14/09 02/21/09 02/28/09 03/07/09


Case Study: Do Retail Dietitian Programs

Work?� YES – Provides a competitive advantage in trade area

� YES – Provides incremental sales opportunity for vendors

� YES – Provides ROI for vendors involved in the program� YES – Provides ROI for vendors involved in the program

� YES – Generates additional revenues for retailer and vendor

� YES – Raises Awareness of healthy eating for shoppers

� YES – Creates opportunities for food industry partners and

retailers to work more closely together towards

common goals…

� YES – Creates new partnership opportunities with local

media, charities, healthcare organizations, and more!


Building Successful Retail Health ProgramsBuilding Successful Retail Health Programs•• Corporate Initiative Corporate Initiative –– Holistic ApproachHolistic Approach

�� Employee Health Program to create InEmployee Health Program to create In--Store AdvocatesStore Advocates

�� Comprehensive Marketing & Advertising StrategyComprehensive Marketing & Advertising Strategy

�� 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.


Common Common Mistakes in Marketing NutritionMistakes in Marketing Nutrition


Things I learned as a supermarket dietitian (Barb Ruhs)

• Marketing products as “healthy” is

a poor strategy to inspired healthy

eating and influence purchase

decisions…

READ Excerpt: http://foodpsychology.cornell.edu/pdf/book/mnintroduction.pdf

decisions…

• In general, customers perceive

“healthy” as tasteless and

expensive.

Request a comprehensive recommended reading list and other helpful

supermarket resources (hosting store tours; websites, etc.)

Send email to [email protected]

Questions?Questions?Barbara Ruhs, MS, RD, LDNBarbara Ruhs, MS, RD, LDN

email: email: [email protected]@bashas.com

Phone: (480) 216Phone: (480) 216--68486848

Follow me! @Follow me! @EatSmartAZEatSmartAZ

Like me! Like me! BashasBashas’ Dietitian’ DietitianLike me! Like me! BashasBashas’ Dietitian’ Dietitian

Pin with me! Pin with me! PinterestPinterest

BashasBashas’ Family of Stores’ Family of Storeswww.Bashas.com/EatSmartwww.Bashas.com/EatSmart


B ruhs-supermarket-rd-bashas-rev aug-2012

Health & Medicine

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