Communicating Shared
Values Across the
Food Chain

Animal Agriculture Alliance
Stakeholders Summit
May 2012
AGENDA
• N.G.A.’s Membership
• Today’s Consumer
• Key Issues
• Initiatives

• Improving Communications
N.G.A.’s Membership
• Independent Retailers
• Wholesalers
• Manufacturer / Suppliers / Partners

• State Grocer / Retail A...
The Supermarket is Still Very Relevant
N.G.A. 2012 Supermarket Guru Consumer Panel Survey
Where do you purchase the majori...
Importance of Supermarket Features
High Quality Meats
* 74.3% Very Important
* 19.2% Somewhat Important
* 3.4% Not Too Imp...
Importance of Supermarket Features

Nutrition and Health Information Available for Shoppers

* 34.3% Very Important
* 39.3...
Today’s Consumer
• Grocery Store / Supermarket Still Primary Outlet
• Quality of Perishables is Important
• Today’s Consum...
Key Issues for N.G.A.
*Food Safety / Labeling*
Food Safety
Food Safety Must Be #1 Priority
• Food Safety Modernization Act (FSMA)
• Product Tracing
• Reportable Food Reg...
Labeling
• Country of Origin Labeling
• USDA Meat Nutritional Labeling
• FDA Menu Labeling
Recalls
• Retailer Recall Alerts





Wholesalers
N.G.A.
Rapid Recall Exchange
Communicating to the Consumer
 In-Stor...
Technology Initiatives
GS1 DataBar Implementation
• Supply Chain Working Together on Implementation
• Consumer Outreach (coupons)

• Center Store...
Coupons
• Explosion of Coupon Use and Fraud
• Joint Industry Coupon Committee

• Store Policies—New media, mobile
• Raisin...
Other Issues
• 2012 Farm Bill
• SNAP (Food Stamps)

• Food Deserts

Healthy Food Financing Initiatives

• Transportation —...
Understanding & Improving Communications
• Stories / Information Going Viral
• ―Pink Slime”
• “Mad Cow”
• “Supermarket Chi...
Questions?
Greg Ferrara
Vice President Public Affairs
National Grocers Association
www.nationalgrocers.org
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Greg Ferrara - Communicating Shared Values Across the Food Chain

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Communicating Shared Values Across the Food Chain - Greg Ferrara, National Grocers Association, VP of Public Affairs, from the 2012 Animal Ag Alliance Stakeholders Summit, Real Farmers Real Food, Celebrating Tradition and Technology, May 2-3, Arlington, VA, USA.

More presentations at http://www.trufflemedia.com/agmedia/conference/2012-aaa-real-farmers-real-food

Published in: Technology, Business
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Greg Ferrara - Communicating Shared Values Across the Food Chain

  1. 1. Communicating Shared Values Across the Food Chain Animal Agriculture Alliance Stakeholders Summit May 2012
  2. 2. AGENDA • N.G.A.’s Membership • Today’s Consumer • Key Issues • Initiatives • Improving Communications
  3. 3. N.G.A.’s Membership • Independent Retailers • Wholesalers • Manufacturer / Suppliers / Partners • State Grocer / Retail Associations
  4. 4. The Supermarket is Still Very Relevant N.G.A. 2012 Supermarket Guru Consumer Panel Survey Where do you purchase the majority of your foods? * 83.9% Grocery Store / Supermarket * 5.2% Mass Merchandiser * 4.2% Warehouse Store * 4.0% Specialty Food Store
  5. 5. Importance of Supermarket Features High Quality Meats * 74.3% Very Important * 19.2% Somewhat Important * 3.4% Not Too Important * 3.1% Not At All Important
  6. 6. Importance of Supermarket Features Nutrition and Health Information Available for Shoppers * 34.3% Very Important * 39.3% Somewhat Important * 22.4% Not Too Important * 4.1% Not At All Important
  7. 7. Today’s Consumer • Grocery Store / Supermarket Still Primary Outlet • Quality of Perishables is Important • Today’s Consumer is Informed • Era of ―Instant Information‖  Google, Facebook, Twitter, YouTube, Pinterest
  8. 8. Key Issues for N.G.A. *Food Safety / Labeling*
  9. 9. Food Safety Food Safety Must Be #1 Priority • Food Safety Modernization Act (FSMA) • Product Tracing • Reportable Food Registry • Certified Food Safety Manager (SafeMark)
  10. 10. Labeling • Country of Origin Labeling • USDA Meat Nutritional Labeling • FDA Menu Labeling
  11. 11. Recalls • Retailer Recall Alerts     Wholesalers N.G.A. Rapid Recall Exchange Communicating to the Consumer  In-Store, POS, Robo Calls, Emails, Social Media • Communicating to the Customer
  12. 12. Technology Initiatives
  13. 13. GS1 DataBar Implementation • Supply Chain Working Together on Implementation • Consumer Outreach (coupons) • Center Store and HBC Products Next • Technology Hurdles at Retail (POS Upgrades)
  14. 14. Coupons • Explosion of Coupon Use and Fraud • Joint Industry Coupon Committee • Store Policies—New media, mobile • Raising Consumer Awareness of Fraud
  15. 15. Other Issues • 2012 Farm Bill • SNAP (Food Stamps) • Food Deserts Healthy Food Financing Initiatives • Transportation — Hours of Service for Truck Drivers
  16. 16. Understanding & Improving Communications • Stories / Information Going Viral • ―Pink Slime” • “Mad Cow” • “Supermarket Chicken‖ • Proactive Information & Education • Consumers • Media • Industry—Key Contacts • Consumer Demand Will Drive Retailers • Responding to Consumer Demands / Concerns • Provide Resources – Not Tell Consumer What to Think
  17. 17. Questions? Greg Ferrara Vice President Public Affairs National Grocers Association www.nationalgrocers.org

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