2016_copy_cia_supermarketrd_b-ruhs

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:[email protected]

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:[email protected]

“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


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.


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


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


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!


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.


“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)


Improving Nutrition of Prepared Meals

Decrease •  Portions/Calories •  Sodium •  Sugar •  Saturated Fat

Increase •  Fruits & Vegetables •  Whole Grains •  Seafood •  Vegetarian


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.


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


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)


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


Forming Chef + RD Partnerships in Food Retail (Supermarkets, Convenience Stores) Presented by: Barbara Ruhs, MS, RDN Email: [email protected] Phone:(480) 216 – 6848 Twitter/Instagram @BarbRuhsRD

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