1. Supermarket DietitiansSupermarket Dietitians
The Business of NutritionThe Business of Nutrition
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
Chandler, ArizonaChandler, Arizona
Email: bruhs@bashas.com PH: (480) 216-6848 Find more info on LinkedIn Revised: August 2012
2. Learn about the roles of dietitians working for
supermarkets (and educational opportunities)
Learn how to help customers to shop and eat
healthier
Learning Objectives
Case Study: Do Retail Dietitian Programs Work?
How to build a successful program
Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
3. 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, andincrease 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
Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
4. Corporate Dietitian
Store-Based Dietitian
Examples of Roles & Responsibilities
Customer Service
Public Relations
Marketing & Advertising
Supermarket Dietitians: A Trusted Health Voice
Marketing & Advertising
Sales & Merchandising
Social Media
Culinary Focus
Food Safety
Community Health Partnerships & Networking
Supermarkets Reach Millions of People Daily…It is a GREAT
opportunity to educate!
5. A Typical Day in the Life of…
•Fund Program – Meet with Food Industry representatives/brokers to sponsor program
•Sample/Taste Test potential new products along with Category Management
•Coordinate Promotions with Category Management & Depts. (Pharmacy, Produce)
•Plan weekly Ads (3 months in advance) & write weekly AD message (8 weeks prior)
•Plan monthly merchandising displays for Eat Smart
•Answer Customer Questions – Nutrition Facts Information, Allergies, Product Requests
•Twitter Updates & Facebook Posting
•Pitch & Prepare Media
•Plan, write, edit & execute newsletters
•Plan monthly in-store radio messages
•Coordinate in-store events (tours); community health events
•Mentor student volunteer projects
•Manage in-store signage; nutrition shelf label program
•Perform Nutrition Analysis of Recipes – Test & Edit recipes
•Employee Health & Wellness Program Planning
Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
6. Desirable Skills: Supermarket Dietitian
•Advanced Practice Dietitian (5 + years)
•Public Health
•Clinical Practice
•Media & Public Relations (Public Speaking)
•Business Savvy (Food Industry Experience +)
•Marketing & Advertising
•Culinary Expertise
•Acceptance & Understanding of the Business of
Selling Groceries
Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
7. Interview with Barbara Ruhs, MS, RD,
Supermarket Dietitian:
Nutrition Jobs.com - Dietetic Career Spotlight
December 2010
http://bit.ly/iapiLV
“Supermarkets offer great career opportunities“Supermarkets offer great career opportunities
for dietitians, especially if RDs aim for
executive positions that implement health &
wellness as part of a company's overall
business strategy.”
Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
8. Supermarket Dietitian Educational Events
planned in partnership with Oldways
March 2010 (Scottsdale, AZ), March 2011 Santa Rosa, CA),
February 2012 (Savannah, GA)
Retailer Participants:
• Bashas’ Family of Stores
• Giant Eagle
• Price Chopper
• Wegman’s
•Weis Markets
• Whole Foods
• Hy-Vee
• Meijer
• H-E-Butt
• United Texas
• Safeway
• Kroger
• Supervalu
• Balls Foods (Hen House)
• Fresh Direct
•Food for Less
Download Handouts & Presentations:
http://www.oldwayspt.org/2011-supermarket-dietitian-symposium
•Food for Less
•K-VA-T
• Save Mart
• Festival Foods
• Lowes Foods
•Ingle’s Markets
•Wal-Mart
• PCC Markets
•Lucky’s
•King Kullen
•Stop & Shop (Ahold USA)
• Big Y
• Hannaford Bros.
• Ralph’s
•ShopRite
• Sobeys (Canada)
9. Learn how to help customers to shopLearn how to help customers to shop
and eat healthierand eat healthier
OBJECTIVE 2
10. West Valley Biggest Loser Contestants – Take a nutrition tour at Bashas’ (AZ)
Barbara Ruhs, MS, RD, LDN 2010 bruhs@bashas.com
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 2012 email: barbruhs@yahoo.com
11. Shopper research confirms…
customers are receptive to your help in making
healthful choices and managing health concerns.
In-market testing validates…
Shopper Marketing Research
Source: Catalina (www.catalinamarketing.com) – Sharon Glass presentation
at FMI Health & Wellness Conference, 2010
In-market testing validates…
shoppers are responsive to programs that help them
take simple steps towards health.
Supermarkets are uniquely positioned…
to implement effective wellness marketing
programs that leverage current assets
Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
14. PointPoint--ofof--Purchase (POP) Nutrition TagsPurchase (POP) Nutrition Tags
According to theAccording to the U.S. Food and Drug AdministrationU.S. Food and Drug Administration
(FDA),(FDA), nutrition shelf tags are an extension of the foodnutrition shelf tags are an extension of the food
package label …package label …POP nutrition shelf labeling programs MUSTPOP nutrition shelf labeling programs MUST
be in compliance with FDA.be in compliance with FDA.
The Nutrition Labeling and Education Act (NLEA),The Nutrition Labeling and Education Act (NLEA),The Nutrition Labeling and Education Act (NLEA),The Nutrition Labeling and Education Act (NLEA),
which amended the FD&C Act requires most foods towhich amended the FD&C Act requires most foods to
bear nutrition labeling and requires food labels thatbear nutrition labeling and requires food labels that
bear nutrient content claims and certain healthbear nutrient content claims and certain health
messages to comply with specific requirements.messages to comply with specific requirements.
15. Nutrition information at the point-of-purchase
influences shoppers to make healthier choices
Learn more about Bashas’
Nutrition POP Shelf Tags
Download nutrition criteria
Barbara Ruhs, MS, RD, LDN 2011 barbruhs@yahoo.com
Download nutrition criteria
used for each nutrition tag*
www.bashas.com/eatsmart
*Compliant with FDA Labeling Regulations. All
products must pass a universal filter for basic
nutrition qualifications
16. Evaluating Effectiveness of Nutrient
Profiling Systems
Increase Sales?Increase Sales?
Impact Public Health?Impact Public Health?
Improve Individual Health?Improve Individual Health?
Published Research Available*Published Research Available*
--(2009) The American Heart Association, “Heart Check” Campaign and(2009) The American Heart Association, “Heart Check” Campaign and
Catalina Program demonstrated aCatalina Program demonstrated a 1.51.5--6.7% sales6.7% sales lift by shopperlift by shopper
segment, test. Vs. control.segment, test. Vs. control.*PowerPoint presentation is available upon*PowerPoint presentation is available upon
request from the American Heart Association.request from the American Heart Association.
--The Guiding Stars™ Program has data on sales impact and publicThe Guiding Stars™ Program has data on sales impact and public
health.health.
--NUVAL (formerly known as ONQI) has data on public health andNUVAL (formerly known as ONQI) has data on public health and
individual healthindividual health..
*Request an updated listing of current research on POP nutrition tags*Request an updated listing of current research on POP nutrition tags..
Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
17. Case Study: Do Retail
Dietitian Programs Work?
OBJECTIVE 3
HowHow to buildto build a successfula successful
programprogram
Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
18. @EatSmartAZ
Bashas’ Eat Smart Program Components
1. Weekly AD Circular Promotion
2. Nutrition Newsletter (bi-monthly)
3. Display end-cap with monthly theme
4. In-Store Demo-Sampling
5. In-Store Radio Marketing
6. Nutrition Shelf Tag (POS)
Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
facebook.com/bashas.dietitian6. Nutrition Shelf Tag (POS)
7. Pharmacy Promotions
8. Produce Nutritional Signage
9. Social Networking
10.Media Appearances
11.Community Events
12.Dietitian Symposium Events
21. Sample Performance Recap (Nielsen)
• Total sales grew by over $44,529 vs. prior 5 week period (133 % increase)
• Additional units vs. Prior Period = 99,760 units (259 % increase)
• Item reached a max of 79% ACV on Feature during ad week
Product: S & W canned beans
• $0.05 cost per additional unit (lump sum for promotion divided by unit increase)
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$ Vol Units
$ Vol $5,164 $6,113 $6,459 $5,965 $9,664 $26,246 $13,012 $10,521 $22,847 $5,268
Units 5442 6171 6508 6022 14379 52052 18702 15127 45346 7055
01/03/09 01/10/09 01/17/09 01/24/09 01/31/09 02/07/09 02/14/09 02/21/09 02/28/09 03/07/09
Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
22. Case Study:
Do Retail Dietitian Programs
Work?
YES – Provides a competitive advantage in trade area
YES – Provides incremental sales opportunity for vendors
YES – Provides ROI for vendors involved in the programYES – Provides ROI for vendors involved in the program
YES – Generates additional revenues for retailer and vendor
YES – Raises Awareness of healthy eating for shoppers
YES – Creates opportunities for food industry partners and
retailers to work more closely together towards
common goals…
YES – Creates new partnership opportunities with local
media, charities, healthcare organizations, and more!
Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
23. Building Successful Retail Health ProgramsBuilding Successful Retail Health Programs
•• Corporate InitiativeCorporate Initiative –– Holistic ApproachHolistic Approach
Employee Health Program to create InEmployee Health Program to create In--Store AdvocatesStore Advocates
Comprehensive Marketing & Advertising StrategyComprehensive Marketing & Advertising Strategy
Aggressive Public Relations promotion with local mediaAggressive Public Relations promotion with local media
•• Build Trust with Your Audience: #1 Priority is to be a healthBuild Trust with Your Audience: #1 Priority is to be a health
advocate for your customersadvocate for your customers
•• Develop local network of health professionals (hospitals, clinics,Develop local network of health professionals (hospitals, clinics,
health organizations) to cohealth organizations) to co--market and support retail healthmarket and support retail health
promotions (host store tours, coupons, samples, attend events)promotions (host store tours, coupons, samples, attend events)
•• Build Relationships with Food Industry Partners to supportBuild Relationships with Food Industry Partners to support
program’s success.program’s success.
•• Drive Sales! Offer customers affordable solutions to eat healthy.Drive Sales! Offer customers affordable solutions to eat healthy.
Barbara Ruhs, MS, RD, LDN 2011 barbruhs@yahoo.com
24. Elements of Successful Healthy Product PromosElements of Successful Healthy Product Promos
Barb’s Top TipsBarb’s Top Tips
1. Align trade promotions to make healthy eating affordable to the customer and
drive traffic to store. Offer a point of differentiation to the customer.
2. Marketing/Advertising platform must be comprehensive (print, digital, media…)2. Marketing/Advertising platform must be comprehensive (print, digital, media…)
3. Social Networking is critical to build buzz and facilitate a dialogue.
4. Whole Store Concept Merchandising to raise awareness of retailers’
commitment to health (POS – nutrition shelf tags, signage throughout stores,
radio, pharmacy).
5. Demo-Sampling to combat perception that healthy doesn’t taste good!
6. Excitement and education – create a destination in the store; reward customers
for healthy eating. Host local celebrities to demonstrate recipes and share.
Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
25. CommonCommon Mistakes in Marketing NutritionMistakes in Marketing Nutrition
Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
Things I learned as a supermarket dietitian (Barb Ruhs)
• Marketing products as “healthy” is
a poor strategy to inspired healthy
eating and influence purchase
decisions…
READ Excerpt: http://foodpsychology.cornell.edu/pdf/book/mnintroduction.pdf
decisions…
• In general, customers perceive
“healthy” as tasteless and
expensive.
Request a comprehensive recommended reading list and other helpful
supermarket resources (hosting store tours; websites, etc.)
Send email to bruhs@bashas.com
26. Questions?Questions?
Barbara Ruhs, MS, RD, LDNBarbara Ruhs, MS, RD, LDN
email:email: bruhs@bashas.combruhs@bashas.com
Phone: (480) 216Phone: (480) 216--68486848
Follow me! @Follow me! @EatSmartAZEatSmartAZ
Like me!Like me! BashasBashas’ Dietitian’ DietitianLike me!Like me! BashasBashas’ Dietitian’ Dietitian
Pin with me!Pin with me! PinterestPinterest
BashasBashas’ Family of Stores’ Family of Stores
www.Bashas.com/EatSmartwww.Bashas.com/EatSmart
Barbara Ruhs, MS, RD, LDN 2012 email: barbruhs@yahoo.com
