Progressive Grocer - June 2018 - 140

SOLUTIONS

Health & Wellness

Worth Doing Well
GROCERS CAN BECOME POPUL AR HE ALTH
DESTINATIONS BY INVOLVING THE WHOLE STORE.
By Bridget Goldschmidt

any grocers offer in-store pharmacies, and
a growing contingent now feature in-store
nutritionists to counsel shoppers, but what
can supermarkets do to make their stores
true wellness centers? The first step is a
change in attitude.
"About six years ago, I recall driving up to
a grocery store and seeing a huge sign outside that said 'wellness,' in place of a more
familiar sign, 'pharmacy,'" recounts Susan
T. Borra, chief wellness officer at Arlington,
Va.-based Food Marketing Institute (FMI)
and executive director of the FMI Foundation. "This decision for a store to
stake its claim on being the destination for shoppers' wellness needs was
poignant to me as a registered dietitian, facilitator of the Food Marketing Institute Health and Wellness Council and as a consumer. It wasn't just a sign
on a storefront; this placard foreshadowed a movement among our food
retail members to embrace and align their brands with wellness."
Borra notes that such a shift in emphasis goes all the way to the top and
requires ongoing dedication. "According to 'FMI Retailer Contributions to
Health & Wellness,' back in 2014, we were aware of two primary leadership
teams responsible for operationalized health-and-wellness initiatives: pharmacy (59 percent) and nutrition (50 percent) leadership teams," she observes.
"Today, there's an entire category of managers for health-and-wellness
leadership, and 71 percent of these focused experts are leading the decision
process on how programs are established and operationalized in food retail.
We're also aware through our research that there's commitment at the highest corporate level, as 46 percent of companies say their president and CEO
are involved in evaluating health-and-wellness opportunities."

140

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Key Takeaways
Ongoing commitment to
creating comprehensive
supermarket health-andwellness programs goes
all the way to the top and
should encompass all
store departments.
Grocers are both
providing their own
branded solutions and
teaming up with outside
suppliers to promote
health and wellness.
Produce, deli and center
store products are just
some the items that can
experience improved
sales from health-andwellness positioning.
Most food retailers see
supermarket health-andwellness programs as
a significant business
growth opportunity
for the entire industry
going forward, and
are investing more in
community-based health
care initiatives.


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Table of Contents for the Digital Edition of Progressive Grocer - June 2018

Contents
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