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Supermarket Retail Dietitians
Forming beneficial chef + Dietitian partnerships
Barbara Ruhs, MS, RDN
The Culinary Institute of America January 18-20, 2016
Barbara Ruhs, MS, RDN Registered Dietitian Nutritionist
Launched Retail Dietitian Programs – Oldways Dietitian Symposium, 2010-
present – Progressive Grocer Summit, 2012-2014
Retail Health Columnist, Progressive Grocer, 2012-2015
Supermarket Dietitian, Bashas’ Family of Stores (AZ), 2008-2013
Dietitian, Harvard University, 2002-2008
Private Practice in Boston, 1998-2013 USDA Child Nutrition Programs, 1996-2001
RetailerPar*cipants:• GiantEagle• Ahold(GiantMar2n’s)• PriceChopper• Wegman’s• Top’sFriendlyMarkets• SpartanNash• Kowalski’s• Byerly’s• WeisMarkets• WholeFoods• Hy-Vee• Meijer• H-E-BuJ• UnitedTexas• Safeway• Kroger• KingSoopers• Albertson’s• BallsFoods(HenHouse)• FreshDirect• FoodforLess• K-VA-T• SaveMart• Fes2valFoods• LowesFoods• Ingle’sMarkets• Harmon’s• BigY• HannafordBros.• Ralph’s• ShopRite• Sobeys(Canada)• Loblaws• Target• 7-Eleven
Learnmore:www.Oldwayspt.orgBarbaraRuhs,MS,RD,LDN2013email:barbruhs@yahoo.com
Oldways Supermarket Dietitian Symposium, 2010 - Present
1. Opportunities & Impact of retail Dietitians (Supermarkets & Foodservice)
2. Overview of Supermarket Retail Dietitians
3. Forming Retail Dietitian + Chef Collaborations to Impact Health
Agenda Today
BarbaraRuhs,MS,RD,LDN2016email:barbruhs@yahoo.com
“Grocery stores are uniquely positioned – in the
sweet spot between manufacturers and consumers
– to market nutritious products to 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
BarbaraRuhs,MS,RD,LDN2016email:barbruhs@yahoo.com
85 % of all U.S. Supermarkets have a dietitian on staff (vs. <10% in 2007)
20% of all U.S. Spending is on healthcare
¾ of all spending is on cardiovascular disease, cancer, diabetes
and obesity which are preventable and modified by diet.
BarbaraRuhs,MS,RD,LDN2016email:barbruhs@yahoo.com
Retail Supermarket Dietitians
-Influential Advisor to Category Managers/Buyers
-Media Spokesperson
-Weekly AD Promotions
-Nutrition Publications
-Community Partnerships & Events
-In-Store Education, Tours, Classes
-Merchandising & Displays
-Nutrition Shelf Labeling (Dietitian’s Pick)
-Social Media & Blogs
-Employee Wellness
-Nutrition Analysis – Prepared Items
-Culinary Education & Demo Sampling
BarbaraRuhs,MS,RD,LDN2016email:barbruhs@yahoo.com
In-Store Nutrition Education Programs
RD Demos, Signage &
Displays
Adding Value to Stores
Enhance customer experience
Spend 2x as other
customers with decreased
price sensitivity
Dietitians are the key to
customer engagement
in Supermarkets
BarbaraRuhs,MS,RD,LDN2016email:barbruhs@yahoo.com
HealthandDiet
Interna*onalFoodInforma*onCouncilFounda*onFoodandHealthSurvey2015 9
How much of an impact do the following have on your decision to buy foods and beverages?
(% Rating 4 to 5 on 5-point scale, from No Impact to A Great Impact)
Taste, price, and healthfulness continue to drive food selection.
2015 n=1,007 Arrows indicate significant (.95 level) differences vs. 2014.
Groceries vs. Restaurants
“*Americans’ spending on dining out just overtook grocery sales for the first time ever.” ~Bloomberg Business, April 2015 *Does NOT include big box stores, including Wal-Mart, Costco, Target, nor does it include specialty stores!
BarbaraRuhs,MS,RD,LDN2016email:barbruhs@yahoo.com
Groceries vs. Restaurants • Bloomberg Data is misleading! Their food sales in “retail”
data does not include big box stores, like Wal-Mart, Target, or Costco!
• Bloomberg Data does not include food sales from specialty stores either!
• The Food Institute, an information service for the food industry reports (2015) food sales:
• $222.3 billion from grocery stores, warehouse clubs, supercenters, specialty stores
• $147 billion from eating and drinking places – including ALL foodservice categories.
BarbaraRuhs,MS,RD,LDN2016email:barbruhs@yahoo.com
“The next American cook is going to be the supermarket.
Take out from
the supermarket, that’s the future.
All we need now is
the drive-through supermarket.”
~Harry Balzer, Analysis, NPD Group
(speaking to Michael Pollen in 2009)
BarbaraRuhs,MS,RD,LDN2016email:barbruhs@yahoo.com
Improving Nutrition of Prepared Meals
Decrease • Portions/Calories • Sodium • Sugar • Saturated Fat
Increase • Fruits & Vegetables • Whole Grains • Seafood • Vegetarian
BarbaraRuhs,MS,RD,LDN2016email:barbruhs@yahoo.com
Supermarket RD + Chef Example
What to Expect Discover fundamental cooking skills to gain confidence in the kitchen. Work side-by-side with chefs and dietitians to prepare an entire menu. Learn how to read a recipe, and take home a packet with all of the recipes form the class. Offer 5 types of classes: Kids, Technique, Dietitian Selection, Foodie, Specialty Diet.
BarbaraRuhs,MS,RD,LDN2016email:barbruhs@yahoo.com
Supermarket RD + Chef Example
• Food You Feel Good About Makes It Easy to Shop!
(Private Label Products, Prepared Foods & Market Café)
• Wellness Keys: Fruit or Vegetable Serving, Gluten Free, Lactose Free, Heart Healthy, Whole Grain, Low Sodium, Low Calorie, Lean, Vegan, High Calcium, Sugar Free, Fat Free. (Found on all products in the store)
• Menu Magazine Passport to Wellness Media
BarbaraRuhs,MS,RD,LDN2016email:barbruhs@yahoo.com
Supermarket RD + Chef Opportunities
1. Nutrition Analysis for Prepared Foods
2. Meal Innovation, RD Taste-Testing
3. Meal Planning, Special Diets, Shopping Lists
4. Culinary-Focused Media Segments
5. In-Store Chef + RD Demos
6. Culinary Classes featuring RD
81% of retailers are emphasizing health & wellness as a competitive strategy (FMI 2015)
BarbaraRuhs,MS,RD,LDN2016email:barbruhs@yahoo.com
Supermarket RD + Chef Opportunities
7. Integrated Health Improvement across all
Departments (Bakery, Seafood, Deli)
8. Meals for Special Dietary Concerns
(Diabetes, Gluten Free, Vegetarian, Heart Health)
9. Community Partnerships
10. Employee Wellness & Culinary Education
BarbaraRuhs,MS,RD,LDN2016email:barbruhs@yahoo.com
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