Date post: | 27-Dec-2014 |
Category: |
Health & Medicine |
Upload: | bashas-dietitian |
View: | 632 times |
Download: | 2 times |
Dietitians Partnering with the Supermarket to Dietitians Partnering with the Supermarket to
Promote HealthPromote Health
Barbara Ruhs, MS, RD, LDNBarbara Ruhs, MS, RD, LDN
Corporate Retail DietitianCorporate Retail DietitianCorporate Retail DietitianCorporate Retail Dietitian
BashasBashas’ Family of Stores ’ Family of Stores
Arizona’s Hometown GrocerArizona’s Hometown Grocer
Tweet with Me! @EatSmartAZ
Why Grocery Stores Matter: A Public Health
Perspective
“Grocery stores are uniquely positioned – in the
sweet spot between manufacturers and
consumers – to market nutritious products to
increase the appeal and affordability, and increase the appeal and affordability, and
perhaps de-emphasize those products that are
not nutritious.”
–James Marks, MD, MPH, Sr. VP and Health Group Director,
Robert Wood Johnson Foundation
Tweet with me! @EatSmartAZBarbara Ruhs, MS, RD, LDN 2013 email: [email protected]
We Need a New ParadigmWe Need a New Paradigm
Common Mistakes in Marketing Nutrition Common Mistakes in Marketing Nutrition
Barbara Ruhs, MS, RD, LDN 2013 email: [email protected]
Things I learned as a supermarket dietitian …
• Marketing products as “healthy”
doesn’t work and can have a
negative influence on purchase
decisions…(Wansink)
READ Excerpt: http://foodpsychology.cornell.edu/pdf/book/mnintroduction.pdf
decisions…(Wansink)
• In general, customers perceive
“healthy” as tasteless and expensive.
*Discover strategies to sell “stealth”
health
� Introduction and overview of supermarket
dietitians
� How supermarkets are utilizing dietitians to
impact customer health & public health
Learning Objectives
impact customer health & public health
� Help dietitians in the community find
resources at their local supermarket
Barbara Ruhs, MS, RD, LDN 2013 email: [email protected] Tweet with me! @EatSmartAZ
Corporate Dietitian
Store-Based Dietitian
� Examples of Roles & Responsibilities
� Customer Service
� Public Relations
� Marketing & Advertising
Supermarket Dietitians: A Trusted Health Voice
� Marketing & Advertising
� Social Media
� Culinary Focus
� Food Safety
� Community Health Partnerships & Networking
� Work with Food Industry Partners
Supermarkets Reach Millions of People Daily…It is a GREAT
opportunity to educate!Barbara Ruhs, MS, RD, LDN 2013 [email protected]
Successful Retail Health Program ComponentsSuccessful Retail Health Program Components
•• Build Trust with Your Audience: #1 Priority is to be a Build Trust with Your Audience: #1 Priority is to be a customer customer health advocatehealth advocate
•• Drive Sales! Offer customers affordable solutions to eat Drive Sales! Offer customers affordable solutions to eat healthy that healthy that is inis in--line with your business strategyline with your business strategy
•• *Build Relationships with Food Industry Partners to find real *Build Relationships with Food Industry Partners to find real •• *Build Relationships with Food Industry Partners to find real *Build Relationships with Food Industry Partners to find real solutions to solve our nation’s healthcare crisissolutions to solve our nation’s healthcare crisis
•• A Holistic Approach A Holistic Approach -- Corporate Corporate Initiatives work the best (educate Initiatives work the best (educate and inspire healthy behaviors within your organization)and inspire healthy behaviors within your organization)
•• Networked with local health professionals (hospitals, clinics, health Networked with local health professionals (hospitals, clinics, health organizations) organizations)
Barbara Ruhs, MS, RD, LDN 2013 [email protected]
Supermarket Dietitians Impact Supermarket Dietitians Impact Sales & Public HealthSales & Public Health
1.1. Weekly AD Circular PromotionWeekly AD Circular Promotion
2.2. Monthly InMonthly In--Store Savings GuideStore Savings Guide
3.3. Nutrition Newsletter (biNutrition Newsletter (bi--monthly)monthly)
4.4. Designated EndDesignated End--Cap DisplayCap Display
5.5. Other InOther In--Store Merchandising/DisplayStore Merchandising/Display
6.6. InIn--Store DemoStore Demo--Sampling (AZDHS)Sampling (AZDHS)6.6. InIn--Store DemoStore Demo--Sampling (AZDHS)Sampling (AZDHS)
7.7. InIn--Store Radio MarketingStore Radio Marketing
8.8. Nutrition Shelf Tag (POS)Nutrition Shelf Tag (POS)
9.9. Pharmacy PromotionsPharmacy Promotions
10.10. Social Networking (Twitter/Social Networking (Twitter/FacebookFacebook))
11.11. Media AppearancesMedia Appearances
12.12. Community EventsCommunity Events
13.13. Dietitian Symposium EventsDietitian Symposium EventsTweet with me! @EatSmartAZBarbara Ruhs, MS, RD, LDN 2013 email: [email protected]
Monthly Savings GuideBrochures
Weekly AD Section
Eat Smart Nutrition Newsletter
Gluten Free Sampling Event Monthly Eat Smart In-Store Display
Desirable Skills: Supermarket Dietitian
•Advanced Practice Dietitian (5 + years)
• Knowledge and Experience in Public Health
• Strong Clinical Nutrition & Counseling Skills
• Media & Public Relations
•Business Skills, Food Industry Experience, Strong Ethics!
• Entrepreneurial & Trouble-shooter
• Marketing & Advertising
• Culinary Expertise
• Diplomatic and Strategic-ThinkingBarbara Ruhs, MS, RD, LDN 2013 email: [email protected] Tweet with me! @EatSmartAZ
Learn about how supermarkets Learn about how supermarkets are utilizing dietitians to impact are utilizing dietitians to impact
customer health & public customer health & public
OBJECTIVE 2
customer health & public customer health & public healthhealth
Supermarket Dietitian Educational Eventsplanned in partnership with Oldways
Retailer Participants:
• Bashas’ Family of Stores
• Giant Eagle
• Price Chopper
• Wegman’s
• Top’s Friendly Markets
• Marsh’s (Nash Finch)
• Kowalski’s
• Byerly’s
• Weis Markets
• Whole Foods
• Hy-Vee
• Meijer
• H-E-Butt
• United Texas
• Safeway
• Kroger• Kroger
• King Soopers
• Shaw’s
• Albertson’s
• Balls Foods (Hen House)
• Fresh Direct
•Food for Less
•K-VA-T
• Save Mart
• Festival Foods
• Lowes Foods
• Ingle’s Markets
• Harmon’s
•Stop & Shop (Ahold USA)
• Big Y
• Hannaford Bros.
• Ralph’s
• ShopRite
• Sobeys (Canada)
Learn more: www.Oldwayspt.orgBarbara Ruhs, MS, RD, LDN 2013 email: [email protected]
Biggest Loser Contestants Take a Nutrition Tour at Bashas’ Stores in Arizona
Barbara Ruhs, MS, RD, LDN 2010 [email protected]
Empower shoppers to learn about nutrition by involving them in fun & engaging
learning activities. Have participants run through a series of label-reading
activities in which they have fun, interact with the entire group and learn by
experience. (Ask Barb about in-store activities that merge behavior change, psychology and nutrition)
Barb hosts in-store nutrition activities to engage the audience in key departments
where nutrition choices can be challenging – deli case; cereal aisle; dairy/spreads;
seafood/meat counter…
Barbara Ruhs, MS, RD, LDN 2013 email: [email protected] Tweet with me! @EatSmartAZ
• Health & Wellness Corporate Initiative
Dietitian in Every Store – Across 5 States
Barbara Ruhs, MS, RD, LDN 2013 email: [email protected]
• Health & Wellness Corporate Initiative
• Individual Counseling & Group Classes
• Garden Projects
• Meal Planning & Shopping Lists
• Dietitian Pick of the Month – Shelf Tags
• Dietitians featured on Retailer’s Trucks!
• Community & Employee Health Campaign
• Media Spokespeople
• Strong Culinary, Meal & Food Focused
• Foods You Feel Good About
• Veteran Dietitians on Staff 20_ years!
6 Corporate Dietitians
Based in NY
Tweet with me! @EatSmartAZ
Supermarket Nutrition Super Stars
Giant Eagle Hannaford Bros.
Meijer
Barbara Ruhs, MS, RD, LDN 2012 email: [email protected]
Lowes Foods
Be A Smart Shopper
Dietetic Inters
North Carolina
Healthcare Partnerships
Ohio, Pennsylvania
Hannaford Bros.
Guiding Stars
Massachusetts, Maine, New Hampshire
Healthy Living
NuVal
Michigan,
Indiana, Ohio, Illinois, Kentucky
Help dietitians in the Help dietitians in the community find community find
resources at their local resources at their local
OBJECTIVE 3
resources at their local resources at their local supermarket supermarket
Barbara Ruhs, MS, RD, LDN 2013 email: [email protected] Tweet with me! @EatSmartAZ
Source: Catalina (www.catalinamarketing.com) – Sharon Glass presentation at FMI Health & Wellness Conference, 2010
Source: Catalina (www.catalinamarketing.com) – Sharon Glass presentation at FMI Health & Wellness Conference, 2010
Nutrition information at the point-of-purchase
influences shoppers to make healthier choices
According to the U.S. Food and
Drug Administration (FDA),
nutrition shelf tags are an
extension of the food package
label …POP nutrition shelf
Barbara Ruhs, MS, RD, LDN 2013 [email protected]
label …POP nutrition shelf
labeling programs MUST be in
compliance with FDA.
Download nutrition criteria
used for each nutrition tag*
www.bashas.com/eatsmart
Tweet with me! @EatSmartAZ
Supermarket Tours 101Supermarket Tours 101
*Work with organizations that will bring a group to your store –
YMCA, Mom’s clubs, CrossFit, Diabetes Camp, etc.
More Resources Available on my “Reading List”
-California Department of Public Health (CDPH) - Champions for
2020
Barbara Ruhs, MS, RD, LDN Barbara Ruhs, MS, RD, LDN [email protected]@bashas.com
-California Department of Public Health (CDPH) - Champions for
Change: Network for Healthy California. A Retail Program
Fruit and Vegetable Store Tour Guide
http://bit.ly/UogjES
-Joslin's Supermarket Smarts: Making Heart-Healthy Choices
Aisle by Aisle
http://tinyurl.com/chww837
Tweet with me! @EatSmartAZ
How Supermarket RDs Can Help You How Supermarket RDs Can Help You
and Your Clientsand Your Clients
Teach Culinary Skills
Food Demos
Read Food Labels
Make Shopping Fun for
Everyone
Connect/Creat
Barbara Ruhs, MS, RD, LDN Barbara Ruhs, MS, RD, LDN [email protected]@bashas.com
Food Demos Increase
Exposure to New Foods
Provide Recipes & Plan Healthy
Menus
Shopping List to Manage Health
Concerns
Manage Food Allergies
Connect/CreatWellness Programs
Make Healthy Eating More Affordable
Tweet with me! @EatSmartAZ
Questions?Questions?Barbara Ruhs, MS, RD, LDNBarbara Ruhs, MS, RD, LDN
email: email: [email protected]@bashas.com
Phone: (480) 216Phone: (480) 216--68486848
Follow me! @Follow me! @EatSmartAZEatSmartAZ
Like me! Like me! BashasBashas’ Dietitian’ Dietitian
Connect on LinkedInConnect on LinkedIn
BashasBashas’ Family of Stores’ Family of Storeswww.Bashas.com/EatSmartwww.Bashas.com/EatSmart
Tweet with me! @EatSmartAZ Thanks to @DaisyHealthRD