Barbara RuhsBarbara RuhsMS, RDN, LDNMS, RDN, LDN

Corporate DietitianCorporate DietitianBashas’ Family of StoresBashas’ Family of Stores

Phoenix, AZPhoenix, AZ@EatSmartAZ@EatSmartAZ

How Supermarket Dietitians How Supermarket Dietitians Build Bridges to Impact Build Bridges to Impact

Community HealthCommunity Health

DISCLOSURES Barbara Ruhs, MS, RDN, LDN

• Advisor– Oldways Supermarket Dietitian Symposium

• Employee– Bashas’ Family of Stores

• Other– Contributing Editor, Progressive Grocer Magazine

(Stagnito Media)– Contributing Editor, Environmental Nutrition

(Belvoir)

Audience Participation

FNCE 2013 – 5 Sessions Relating to the topic of Supermarkets and RDs

Please identify yourself…– Supermarket Dietitians– Food Industry Dietitians– Public Relations Dietitians– Dietitians Interested in Opportunities

with Supermarkets– Dietitians that like to shop

Building Bridges to Impact Community Health

1.Recognize the impact of supermarkets on public health

2.Learn about the varying roles of supermarket RDs

3.Learn how RDs can work together to impact community health*

*Focus: Food Industry & Research

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 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 2013 Twitter @EatSmartAZ

Things I learned in my career as a (supermarket) dietitian…

• Marketing products as “healthy” doesn’t work …may have a negative influence on purchases…

• Perceive “healthy” as tasteless and expensive.

• Food industry partners can be part of the solution

We Need A New Paradigm

Another Reason We Need a New Paradigm

• How many of you visit or talk to your MD more than 2 x per year?

• 21 million viewers

• Safeway 44 million shoppers per week• Kroger 68 million shoppers per week• Wal-Mart 150 million shopper per week

This is the power of retail…

Healthcare vs. Retail

The Power of Retail Supermarkets

Real Estate - 32,000 U.S. supermarkets –Nielsen, 2011

Routine - 2.2 average visits to grocery store/wk– FMI, 2012

Relationships: Location is ranked #1, Time, 2102

Rewards: Price and loyalty promotions influence shoppers.

-Dietitians Pay Off For Supermarkets (New York Times – Aug. 2012)

The Power of Retail: Food Industry

Leveraging the Power of Food Industry Partnerships & Collaboration

Big Food, Big Data, Big Impact

• Shopper Analytics, Insights…Research!– Nielsen, Spins, Spire, Catalina, custom loyalty

promotions

Ethical Concerns Need to Be Addressed

Example: Big Food (Ag), Big Data, Ethical

Research Collaboration• Influencing Milk Purchase Behavior in Hispanics

– The Food Trust– Bashas’ Family of Stores– Arizona State University– Catalina Marketing– The American Heart Association

• 100% Vegetable Oil vs. Soybean Oil-United Soybean Board-Nutrition at shelf edge, in-store radio, coupons,

demos

Corporate Dietitian

-Nutrition Expert Advisor-Strategic Initiatives-Nutrition Labeling -Spokesperson-Marketing & Advertising-Research Projects-Food Industry Partnerships

Store-Based

-One-on-One -Food Demos-Employee Wellness-Community Links

Customer Service

The NEW Trusted Health Voice in Retail

Retailer Participants:• Bashas’ Family of Stores• Giant Eagle • Price Chopper • Wegman’s • Marsh’s (Nash Finch)• Kowalski’s• Byerly’s• Weis Markets• Whole Foods• Hy-Vee • Meijer• H-E-B• United Texas• Safeway• Kroger• King Soopers• Albertson’s• Balls Foods (Hen House)• Fresh Direct•Food for Less•K-VA-T• Save Mart• Festival Foods• Lowes Foods• Ingle’s Markets• Big Y• ShopRite• Sobeys (Canada)

Oldways Supermarket Dietitian Symposium

Barbara Ruhs, MS, RD, LDN 2013 Twitter @EatSmartAZ

Impact Sales & Public Health

1. Weekly AD Promotions & Education2. Nutrition Education Newsletters3. Merchandising Displays for Health4. Demo-Sampling & Culinary Education5. In-Store Radio Marketing6. Store Tours & Counseling & Events7. Nutrition Labeling & POP Shelf Tags8. Media Appearances9. Community Events10. Social Media11. Research Collaboration12. Oversee Dietetic Interns

Desirable Skills To Be A Supermarket Dietitian

•Advanced Practice Dietitian (5 + years)

• Experience in Public Health

• Strong Clinical Nutrition & Counseling Skills

• Media Savvy and Social Media Know-How

•Business Skills, Food Industry Experience, Strong Ethics!

• Entrepreneurial & Trouble-shooter

• Public Relations Background – Marketing, Advertising

• Food, Culinary, and Food Safety Expertise

• Diplomatic and Strategic-Thinking

How Supermarket RDs Can Help Bridge Gaps in Community Health

Practice Applications…Bridging GapsFor All Dietitians• Reconsider the role of the supermarkets and

the food industry’s role in impacting community health (“How Junk Food Can End Obesity – Atlantic Monthly, July/August 2013”)

For all RDs in Food Industry• Seek to engage RDs in retail and community to

guide product development, marketing and address ethical concerns.

For All Supermarket RDs:• Measure and share results to have greater

impact – enlist support of research institutions

Building Bridges to Impact Community Health

Barbara Ruhs, Barbara Ruhs, MS, RDN, LDNMS, RDN, LDNCorporate DietitianCorporate Dietitian

Bashas’ Family of StoresBashas’ Family of StoresPhoenix, AZPhoenix, AZ

E-mail: E-mail: bruhs@bashas.combruhs@bashas.com @EatSmartAZ@EatSmartAZ

Thank you!Thank you!