Progressive Grocer - June 2018 - 142

SOLUTIONS

Health & Wellness

Store-Level Strategies

At the store level, this all-in approach is exemplified by the ShopRite
supermarket banner, operated by members of the Keasbey, N.J.based retailer cooperative Wakefern Food Corp.
"There is a greater awareness today of the connection between
food and health, and ShopRite is committed to sharing that message
with our customers," says Natalie Menza-Crowe, RD, MS, director of
health and wellness at Wakefern. "More than 100 registered dietitians
work in ShopRite stores and offer complimentary services such as
personal consultations, store tours, support groups, weight management classes, and kids' and adult cooking classes. Those dietitians
often work with different departments in the store, including
pharmacy staff, to coordinate care and programs and communicate
important messages about the best ways to maintain a healthy
lifestyle. ShopRite's Well Everyday campaign helps reinforce those
messages with consumer-friendly tips, recipes and in-store signage
to inform and educate customers as they shop throughout the store.
Color-coded shelf tags also help consumers better understand the
health-and-wellness attributes of products on store shelves."
The chain plans to expand and build on the program "by providing important information to customers in our stores - look for
new Well Everyday signs and tips each month in grocery aisles,"
notes Menza-Crowe.
When it comes to in-store items and services, "the most
important thing is to provide the information and products our
customers need and want," she asserts. "More customers are
seeking ways to create healthier meals, and our highly qualified
dietitians can help provide that information to customers right
where they need it most - at the stores where they shop for the
ingredients they need to make meals for their families."
These items include ShopRite's private label Wholesome Pantry
line, which debuted in 2017 and features foods made with simple,
clean ingredients free from artificial additives, flavors, colors and
preservatives, and packaged with easy-to-read labels, and a recently introduced line of dietitian-approved, gourmet-style meal kits
for customers seeking affordable meal solutions that are creative,
easy to make and prepared with better-for-you ingredients.
Produce for Kids teams with Meijer on displays featuring childfriendly recipes in the retailer's produce departments twice a year.

142

progressivegrocer.com

Consumers are
stressed for time, and
successful grocers understand
that they can be a thoughtful
resource to their customers."
-Susan T. Borra, FMI

Barrier-Breaking Partnerships

In addition to marketing their own brands, food retailers can join forces with outside manufacturers to
promote health-and-wellness initiatives.
"Our experiences with the Gold Plate Awards and
National Family Meals Month campaign [in September]
demonstrate how food retailers can collaborate with
suppliers to deliver mealtime solutions to the customer,"
notes Borra. "The business of food retail has always
been grounded in community, so FMI members can
ultimately serve a greater societal good by helping families meet both wellness and togetherness goals."
"With health and nutrition being top of mind for today's
shoppers, it only makes sense to collaborate efforts
across departments to drive plan development," points
out Amanda Keefer, director, marketing communications at Orlando, Fla.-based Produce for Kids (PFK), an
organization that develops programs involving retailers
and produce companies. "Creating merchandising that
brings together like-minded healthy brands across departments will provide meaningful and relevant resource
areas for shoppers. The barrier oftentimes boils down
to internal logistics of departmentalizing a grocery store
that has been strictly departmentalized for many years."
Some of the ways that PFK has helped to break
down this barrier is through programs such as a We
Heart RDs kit distributed to 400-plus retail dietitians at
more than 50 U.S. and Canadian retailers, containing
seasonal recipe ideas, a What's in Season counter
card, stickers for shoppers, and information on in-season commodities, and a partnership with Meijer stores
to deploy recipe standees in the chain's produce
department twice a year.
Outside of these programs, Keefer suggests "a
'What's for Dinner' cooler case near the front of the
store. We know every family struggles with this question.
Why not make it easy for a mom or dad running from
work to home with everything in the front of the store,
ready to go, simple, and, of course, with some sort of
nutritionally sound stamp of approval and recipe card?"
This kind of approach is heartily endorsed by Borra:
"Consumers are stressed for time, and successful grocers understand that they can be a thoughtful resource
to their customers."


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