Supermarket Perimeter - August 2020 - 47

immediate emotional satisfaction from eating
fruits and veggies."
And the fact that many of those reported more
personal happiness in the short term provides a
whole new opportunity for the produce industry
to explore, she added.
"Not to focus only on long term health benefits
but on the here and now."
Kapsak characterizes PBH's new approach as
a "know, feel, do" framework, with the aim of
"closing an intention action gap."
"It gets into routines, plans and hopefully
habits," she said. "We're shifting from knowledge
- which, yes, is very important - to also
considering feeling and doing, tapping into
emotional connections."
Emotion is the fabric of life, Riis pointed out -
the average human spends at least 90% of their
day in an emotional state that is either prominent
or at least in the background. And, he added, there
is such a wide variety of emotions associated with
fruit and veggie consumption.
"It's not just enjoyment. There's pride,
relaxation. It can be shared and talked about, and

that sharing is incredibly important. Pride can lead
to greater perseverance in the face of a tedious
task, like eating fruits and veggies."
Reaching more than 1.5 million consumers
daily, PBH's efforts are now transitioning to a new
phase, launched in the spring, to elevate new
fruit and vegetables behaviors as a "national and
people-focused activity," as Kapsak calls it.
"With the pandemic, there's a chance to
connect with consumers in a new and meaningful
way and hopefully spur consumption," she said.
To accomplish the elusive goal of increasing
produce consumption, Riis said the industry
would do well to remember a famous maxim of
economist Richard Thaler: if you want people to
do something, you have to make it easy for them.
"That's not just an off hand remark: it's how he
won a Nobel Prize, for versions of that idea," Riis
said. "It's a fundamental idea in economics. The
problem is, it's a great quote but it's not easy to do.
We have to get better at it."
Businesses need to identify the person on their
staff who will own the task of making things easier
for the company's customers, Riis said.

The Whole Point of a

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Supermarket Perimeter - August 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - August 2020

Supermarket Perimeter - August 2020 - 1
Supermarket Perimeter - August 2020 - 1
Supermarket Perimeter - August 2020 - 2
Supermarket Perimeter - August 2020 - 3
Supermarket Perimeter - August 2020 - 4
Supermarket Perimeter - August 2020 - 5
Supermarket Perimeter - August 2020 - 6
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Supermarket Perimeter - August 2020 - 8
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