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

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  • 1. Supermarket DietitiansSupermarket Dietitians The Business of NutritionThe 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: bruhs@bashas.com PH: (480) 216-6848 Find more info on LinkedIn Revised: August 2012
  • 2. 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: barbruhs@yahoo.com
  • 3. 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, andincrease 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 Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
  • 4. 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!
  • 5. 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 Planning Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
  • 6. 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 Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
  • 7. Interview with Barbara Ruhs, MS, RD, Supermarket Dietitian: Nutrition Jobs.com - Dietetic Career Spotlight December 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.” Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
  • 8. Supermarket Dietitian Educational Events planned 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)
  • 9. Learn how to help customers to shopLearn how to help customers to shop and eat healthierand eat healthier OBJECTIVE 2
  • 10. West Valley Biggest Loser Contestants – Take a nutrition tour at Bashas’ (AZ) Barbara Ruhs, MS, RD, LDN 2010 bruhs@bashas.com 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: barbruhs@yahoo.com
  • 11. Shopper research confirms… customers are receptive to your help in making healthful choices and managing health concerns. In-market testing validates… Shopper Marketing Research Source: 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 assets Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
  • 12. Source: Catalina (www.catalinamarketing.com) – Sharon Glass presentation at FMI Health & Wellness Conference, 2010
  • 13. Source: Catalina (www.catalinamarketing.com) – Sharon Glass presentation at FMI Health & Wellness Conference, 2010
  • 14. PointPoint--ofof--Purchase (POP) Nutrition TagsPurchase (POP) Nutrition Tags According to theAccording to the U.S. Food and Drug AdministrationU.S. Food and Drug Administration (FDA),(FDA), nutrition shelf tags are an extension of the foodnutrition shelf tags are an extension of the food package label …package label …POP nutrition shelf labeling programs MUSTPOP 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 towhich amended the FD&C Act requires most foods to bear nutrition labeling and requires food labels thatbear nutrition labeling and requires food labels that bear nutrient content claims and certain healthbear nutrient content claims and certain health messages to comply with specific requirements.messages to comply with specific requirements.
  • 15. Nutrition information at the point-of-purchase influences shoppers to make healthier choices Learn more about Bashas’ Nutrition POP Shelf Tags Download nutrition criteria Barbara Ruhs, MS, RD, LDN 2011 barbruhs@yahoo.com 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
  • 16. 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 aCatalina Program demonstrated a 1.51.5--6.7% sales6.7% sales lift by shopperlift 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 publicThe Guiding Stars™ Program has data on sales impact and public health.health. --NUVAL (formerly known as ONQI) has data on public health andNUVAL (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: barbruhs@yahoo.com
  • 17. Case Study: Do Retail Dietitian Programs Work? OBJECTIVE 3 HowHow to buildto build a successfula successful programprogram Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
  • 18. @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) Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com 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
  • 19. Monthly Savings Guide Eat Smart Nutrition NewsletterBrochures Weekly AD Section Eat Smart Nutrition Newsletter Gluten Free Sampling EventMonthly Eat Smart In-Store Display
  • 20. Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
  • 21. 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 Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
  • 22. 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 programYES – 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! Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
  • 23. Building Successful Retail Health ProgramsBuilding Successful Retail Health Programs •• Corporate InitiativeCorporate 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 healthBuild 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 healthmarket 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 supportBuild 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. Barbara Ruhs, MS, RD, LDN 2011 barbruhs@yahoo.com
  • 24. 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. Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
  • 25. CommonCommon Mistakes in Marketing NutritionMistakes in Marketing Nutrition Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com 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 bruhs@bashas.com
  • 26. Questions?Questions? Barbara Ruhs, MS, RD, LDNBarbara Ruhs, MS, RD, LDN email:email: bruhs@bashas.combruhs@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 Stores www.Bashas.com/EatSmartwww.Bashas.com/EatSmart Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com