The Business of Nutrition: Supermarket Dietitians

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Dietitians working in supermarkets are the next generation of community healthcare solutions. Find out more about Supermarket Dietitians and their work across the U.S.

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The Business of Nutrition: Supermarket Dietitians

  1. 1. Dietitians Partnering with the Supermarket toDietitians Partnering with the Supermarket toPromote HealthPromote HealthBarbara Ruhs, MS, RD, LDNBarbara Ruhs, MS, RD, LDNCorporate Retail DietitianCorporate Retail DietitianCorporate Retail DietitianCorporate Retail DietitianBashasBashas’ Family of Stores’ Family of StoresArizona’s Hometown GrocerArizona’s Hometown GrocerTweet with Me! @EatSmartAZ
  2. 2. Why Grocery Stores Matter: A Public HealthPerspective“Grocery stores are uniquely positioned – in thesweet spot between manufacturers andconsumers – to market nutritious products toincrease the appeal and affordability, andincrease the appeal and affordability, andperhaps de-emphasize those products that arenot nutritious.”–James Marks, MD, MPH, Sr. VP and Health Group Director,Robert Wood Johnson FoundationTweet with me! @EatSmartAZBarbara Ruhs, MS, RD, LDN 2013 email: barbruhs@yahoo.com
  3. 3. We Need a New ParadigmWe Need a New ParadigmCommon Mistakes in Marketing NutritionCommon Mistakes in Marketing NutritionBarbara Ruhs, MS, RD, LDN 2013 email: barbruhs@yahoo.comThings I learned as a supermarket dietitian …• Marketing products as “healthy”doesn’t work and can have anegative influence on purchasedecisions…(Wansink)READ Excerpt: http://foodpsychology.cornell.edu/pdf/book/mnintroduction.pdfdecisions…(Wansink)• In general, customers perceive“healthy” as tasteless and expensive.*Discover strategies to sell “stealth”health
  4. 4. Introduction and overview of supermarketdietitiansHow supermarkets are utilizing dietitians toimpact customer health & public healthLearning Objectivesimpact customer health & public healthHelp dietitians in the community findresources at their local supermarketBarbara Ruhs, MS, RD, LDN 2013 email: barbruhs@yahoo.com Tweet with me! @EatSmartAZ
  5. 5. Corporate DietitianStore-Based DietitianExamples of Roles & ResponsibilitiesCustomer ServicePublic RelationsMarketing & AdvertisingSupermarket Dietitians: A Trusted Health VoiceMarketing & AdvertisingSocial MediaCulinary FocusFood SafetyCommunity Health Partnerships & NetworkingWork with Food Industry PartnersSupermarkets Reach Millions of People Daily…It is a GREATopportunity to educate!Barbara Ruhs, MS, RD, LDN 2013 barbruhs@yahoo.com
  6. 6. Successful Retail Health Program ComponentsSuccessful Retail Health Program Components•• Build Trust with Your Audience: #1 Priority is to be aBuild Trust with Your Audience: #1 Priority is to be a customercustomerhealth advocatehealth advocate•• Drive Sales! Offer customers affordable solutions to eatDrive Sales! Offer customers affordable solutions to eat healthy thathealthy thatis inis in--line with your business strategyline with your business strategy•• *Build Relationships with Food Industry Partners to find real*Build Relationships with Food Industry Partners to find real•• *Build Relationships with Food Industry Partners to find real*Build Relationships with Food Industry Partners to find realsolutions to solve our nation’s healthcare crisissolutions to solve our nation’s healthcare crisis•• A Holistic ApproachA Holistic Approach -- CorporateCorporate Initiatives work the best (educateInitiatives work the best (educateand inspire healthy behaviors within your organization)and inspire healthy behaviors within your organization)•• Networked with local health professionals (hospitals, clinics, healthNetworked with local health professionals (hospitals, clinics, healthorganizations)organizations)Barbara Ruhs, MS, RD, LDN 2013 barbruhs@yahoo.com
  7. 7. Supermarket Dietitians ImpactSupermarket Dietitians ImpactSales & Public HealthSales & Public Health1.1. Weekly AD Circular PromotionWeekly AD Circular Promotion2.2. Monthly InMonthly In--Store Savings GuideStore Savings Guide3.3. Nutrition Newsletter (biNutrition Newsletter (bi--monthly)monthly)4.4. Designated EndDesignated End--Cap DisplayCap Display5.5. Other InOther In--Store Merchandising/DisplayStore Merchandising/Display6.6. InIn--Store DemoStore Demo--Sampling (AZDHS)Sampling (AZDHS)6.6. InIn--Store DemoStore Demo--Sampling (AZDHS)Sampling (AZDHS)7.7. InIn--Store Radio MarketingStore Radio Marketing8.8. Nutrition Shelf Tag (POS)Nutrition Shelf Tag (POS)9.9. Pharmacy PromotionsPharmacy Promotions10.10. Social Networking (Twitter/Social Networking (Twitter/FacebookFacebook))11.11. Media AppearancesMedia Appearances12.12. Community EventsCommunity Events13.13. Dietitian Symposium EventsDietitian Symposium EventsTweet with me! @EatSmartAZBarbara Ruhs, MS, RD, LDN 2013 email: barbruhs@yahoo.com
  8. 8. Monthly Savings GuideBrochuresWeekly AD SectionEat Smart Nutrition NewsletterGluten Free Sampling EventMonthly Eat Smart In-Store Display
  9. 9. Desirable Skills: Supermarket Dietitian•Advanced Practice Dietitian (5 + years)• Knowledge and Experience in Public Health• Strong Clinical Nutrition & Counseling Skills• Media & Public Relations•Business Skills, Food Industry Experience, Strong Ethics!• Entrepreneurial & Trouble-shooter• Marketing & Advertising• Culinary Expertise• Diplomatic and Strategic-ThinkingBarbara Ruhs, MS, RD, LDN 2013 email: barbruhs@yahoo.com Tweet with me! @EatSmartAZ
  10. 10. Learn about how supermarketsLearn about how supermarketsare utilizing dietitians to impactare utilizing dietitians to impactcustomer health & publiccustomer health & publicOBJECTIVE 2customer health & publiccustomer health & publichealthhealth
  11. 11. Supermarket Dietitian Educational Eventsplanned in partnership with OldwaysRetailer Participants:• Bashas’ Family of Stores• Giant Eagle• Price Chopper• Wegman’s• Top’s Friendly Markets• Marsh’s (Nash Finch)• Kowalski’s• Byerly’s• Weis Markets• Whole Foods• Hy-Vee• Meijer• H-E-Butt• United Texas• Safeway• Kroger• Kroger• King Soopers• Shaw’s• Albertson’s• Balls Foods (Hen House)• Fresh Direct•Food for Less•K-VA-T• Save Mart• Festival Foods• Lowes Foods• Ingle’s Markets• Harmon’s•Stop & Shop (Ahold USA)• Big Y• Hannaford Bros.• Ralph’s• ShopRite• Sobeys (Canada)Learn more: www.Oldwayspt.orgBarbara Ruhs, MS, RD, LDN 2013 email: barbruhs@yahoo.com
  12. 12. Biggest Loser Contestants Take a Nutrition Tour at Bashas’ Stores in ArizonaBarbara Ruhs, MS, RD, LDN 2010 bruhs@bashas.comEmpower shoppers to learn about nutrition by involving them in fun & engaginglearning activities. Have participants run through a series of label-readingactivities in which they have fun, interact with the entire group and learn byexperience. (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 departmentswhere nutrition choices can be challenging – deli case; cereal aisle; dairy/spreads;seafood/meat counter…Barbara Ruhs, MS, RD, LDN 2013 email: barbruhs@yahoo.com Tweet with me! @EatSmartAZ
  13. 13. • Health & Wellness Corporate InitiativeDietitian in Every Store – Across 5 StatesBarbara Ruhs, MS, RD, LDN 2013 email: barbruhs@yahoo.com• Health & Wellness Corporate Initiative• Individual Counseling & Group Classes• Garden Projects• Meal Planning & Shopping Lists• Dietitian Pick of the Month – Shelf Tags• Dietitians featured on Retailer’s Trucks!
  14. 14. • Community & Employee HealthCampaign• Media Spokespeople• Strong Culinary, Meal & Food Focused• Foods You Feel Good About• Veteran Dietitians on Staff 20_ years!6CorporateDietitiansBased inNYTweet with me! @EatSmartAZ
  15. 15. Supermarket NutritionSuper StarsGiant Eagle HannafordBros.MeijerBarbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.comLowes FoodsBe A SmartShopperDietetic IntersNorth CarolinaHealthcarePartnershipsOhio,PennsylvaniaHannafordBros.Guiding StarsMassachusetts,Maine, NewHampshireHealthy LivingNuValMichigan,Indiana, Ohio,Illinois,Kentucky
  16. 16. Help dietitians in theHelp dietitians in thecommunity findcommunity findresources at their localresources at their localOBJECTIVE 3resources at their localresources at their localsupermarketsupermarketBarbara Ruhs, MS, RD, LDN 2013 email: barbruhs@yahoo.com Tweet with me! @EatSmartAZ
  17. 17. Source: Catalina (www.catalinamarketing.com) – Sharon Glass presentation at FMI Health & Wellness Conference, 2010
  18. 18. Source: Catalina (www.catalinamarketing.com) – Sharon Glass presentation at FMI Health & Wellness Conference, 2010
  19. 19. Nutrition information at the point-of-purchaseinfluences shoppers to make healthier choicesAccording to the U.S. Food andDrug Administration (FDA),nutrition shelf tags are anextension of the food packagelabel …POP nutrition shelfBarbara Ruhs, MS, RD, LDN 2013 barbruhs@yahoo.comlabel …POP nutrition shelflabeling programs MUST be incompliance with FDA.Download nutrition criteriaused for each nutrition tag*www.bashas.com/eatsmartTweet with me! @EatSmartAZ
  20. 20. Supermarket Tours 101Supermarket Tours 101*Work with organizations that will bring a group to your store –YMCA, Mom’s clubs, CrossFit, Diabetes Camp, etc.More Resources Available on my “Reading List”-California Department of Public Health (CDPH) - Champions for2020Barbara Ruhs, MS, RD, LDNBarbara Ruhs, MS, RD, LDN bruhs@bashas.combruhs@bashas.com-California Department of Public Health (CDPH) - Champions forChange: Network for Healthy California. A Retail ProgramFruit and Vegetable Store Tour Guidehttp://bit.ly/UogjES-Joslins Supermarket Smarts™: Making Heart-Healthy ChoicesAisle by Aislehttp://tinyurl.com/chww837Tweet with me! @EatSmartAZ
  21. 21. How Supermarket RDs Can Help YouHow Supermarket RDs Can Help Youand Your Clientsand Your ClientsTeach CulinarySkillsFood DemosRead FoodLabelsMake ShoppingFun forEveryoneConnect/CreatBarbara Ruhs, MS, RD, LDNBarbara Ruhs, MS, RD, LDN bruhs@bashas.combruhs@bashas.comFood DemosIncreaseExposure toNew FoodsProvide Recipes& Plan HealthyMenusShopping List toManage HealthConcernsManage FoodAllergiesConnect/CreatWellnessProgramsMake HealthyEating MoreAffordableTweet with me! @EatSmartAZ
  22. 22. Questions?Questions?Barbara Ruhs, MS, RD, LDNBarbara Ruhs, MS, RD, LDNemail:email: bruhs@bashas.combruhs@bashas.comPhone: (480) 216Phone: (480) 216--68486848Follow me! @Follow me! @EatSmartAZEatSmartAZLike me!Like me! BashasBashas’ Dietitian’ DietitianConnect on LinkedInConnect on LinkedInBashasBashas’ Family of Stores’ Family of Storeswww.Bashas.com/EatSmartwww.Bashas.com/EatSmartTweet with me! @EatSmartAZ Thanks to @DaisyHealthRD

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