Mr. Tom Heinen - Consumer and Food: Perceptions, Realities and Steps Towards Instilling Confidence

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Consumer and Food: Perceptions, Realities and Steps Towards Instilling Confidence - Mr. Tom Heinen, Heinen’s Fine Foods (17 stores throughout Ohio and Illinois), from the 2013 NIAA Symposium Bridging the Gap Between Animal Health and Human Health, November 12-14, 2013, Kansas City, MO, USA.

More presentations at http://www.trufflemedia.com/agmedia/conference/2013-niaa-antibiotics-bridging-the-gap-animal-health-human-health

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Mr. Tom Heinen - Consumer and Food: Perceptions, Realities and Steps Towards Instilling Confidence

  1. 1. Consumers and Food: Perceptions, Realities and Steps Towards Instilling Confidence Tom Heinen Co-President Heinen’s Fine Foods
  2. 2. Our History ♦ In 1929, our grandfather Joe Heinen opened the doors of a small butcher shop on the east side of Cleveland. His aim was to establish himself as the city’s purveyor of high quality meat. ♦ His philosophy and ours is to provide world-class customer service while offering the freshest, highest quality
  3. 3. A Simple Strategy for 3 Generations ♦ Be the very best at: – People • Our most important asset to be leveraged and not an expense to minimized • Associates who love working for Heinen’s and come to work every day wanting to make a difference • Enabled and empowered associates who own their jobs and are given the freedom to create highly satisfied customers
  4. 4. A Simple Strategy for 3 Generations ♦ Be the very best at: – Product • Our grandfather believed that to sell the best, you have to buy the best and we still believe that today • We seek out the best from all over the world and “know your sources” • We continue to expand our private label offerings both in packaged goods and perishable categories
  5. 5. Heinen’s Commitment to Fresh
  6. 6. What is Important to the Customer that a Retailer Needs to Understand? ♦ Supermarkets desperately try to win produce and meat ♦ Other departments such as Deli, Prepared Foods, Seafood, Wine and Beer, Wellness have become important over time ♦ A relevant and not necessarily the largest selection of all food categories ♦ The “experience “ of shopping has never been more important than it is today
  7. 7. What is Important to a Customer for a Producer to Understand? ♦ Where does their food come from? ♦ How was the food raised? – In fields? – In pastures? – In feedlots? – In the oceans? ♦ How were the animals treated? ♦ What were animals fed? ♦ How were pesticides used in the raising of fruits and vegetables? ♦ We want organic food
  8. 8. The Concerns Customers Have Today ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ Product of the USA Hormones Antibiotics Pesticides Humanely Raised and Handled Non-GMO feedstuffs Wild Caught Artificial ingredients Sustainably raised
  9. 9. How does Heinen’s Work to Address Customer Questions and Concerns? ♦ Sourcing of Products ♦ Detailed specifications ♦ Work hand in hand with our suppliers ♦ Honest and open communication with our customers ♦ Offer choices and alternatives. Allow them to choose. ♦ Enable and empower our associates to communicate and share ♦ Third Party Verification
  10. 10. Heinen’s Commitment to Source and Process Verification ♦ Allows us to speak with confidence about the products we sell. ♦ Heinen’s requires that our fresh meat suppliers are audited by an independent third party to verify and ensure that all products meet and exceed our strict production specifications. ♦ Our beef, pork, lamb and chicken now all meet the Source Verification requirements of the USDA.
  11. 11. Current Heinen’s Meat Offerings ♦ Heinen’s Own Premium Beef ♦ Heinen’s Own Premium Pork ♦ Local Grass-Fed Beef ♦ Organic Grass-Fed Beef ♦ Niman’s Ranch ABF Pork ♦ Spanish Pork ♦ Shepherd’s Pride Lamb ♦ Gerber Chicken ♦ Attributes of the products
  12. 12. Where are the Gaps in the Supply Side? ♦ Producers are very slow to respond to customers needs and wants ♦ Often what is best for a producer is not what the customer wants ♦ Retailers can be caught in the middle – Producers refuse to add cost – Customers are unhappy because they cannot get the healthy and wholesome food they are looking for
  13. 13. How has the Role of the Butcher Changed? ♦ Old Days – Butchers were behind a one way glass rarely interacting with customers – Butchers had limited knowledge about cooking ♦ Today – Butchers need to build relationships with customers on the sales floor and over the counter – Butchers need to be culinary experts
  14. 14. Rock Star Butchers
  15. 15. Heinens Commitment to Open and Honest Communication ♦ We are continually seeking ways to help our customers make informed choices about the foods they purchase
  16. 16. Many Ways to Communicate
  17. 17. ♦ Where Food Comes From® is a program that traces food back to the American farms and ranches where it was raised. As part of the Where Food Comes® From program, Heinens requires that their suppliers are audited by an independent third party to verify and ensure that all products meet and exceed their strict production specification – Heinen’s Own Beef and Pork – Shepherds Pride Lamb – Gerber Chicken
  18. 18. Honesty and Transparency
  19. 19. Honesty and Transparency

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