The Business of Nutrition: Supermarket Dietitians

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


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…


• Health & Wellness Corporate Initiative

Dietitian in Every Store – Across 5 States


• 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


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


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


label …POP nutrition shelf

labeling programs MUST be in

compliance with FDA.

Download nutrition criteria

used for each nutrition tag*

www.bashas.com/eatsmart


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


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


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

Health & Medicine

The Business of Nutrition: Supermarket Dietitians