Download - Intro to Guiding Stars® - MMA 2009 Seminar
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Betts FitzGeraldManaging Director
May 29, 2009
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Guiding Stars History:Consumer Research
Extensive consumer research with 3,000 shoppers beginning in 2005
• Consumer interest in making healthier food choices• Confusion surrounding on-pack nutrition labeling• Testing of various in-store concepts• 0-1-2-3 star system and Guiding Stars name were clear
winners
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Guiding Stars History:Scientific Advisory Panel
Panel of nutrition experts “translate” evidence-based science and identify criteria that differentiate more nutritious foods
– Lisa A. Sutherland, Ph.D., Dartmouth Medical School
– Leslie M. Fischer, Ph.D., MPH, RD, University of North Carolina
– Jeffrey B. Blumberg, Ph.D., Tufts University
– Tracy A. Fox, MPH, RD, Food, Nutrition & Policy Consultants
– Clare M. Hasler, Ph.D., M.B.A., University of California, Davis
– Lori A. Kaley, MS, MSB, RD, LD, Edmund S. Muskie School of Public Service at University of Southern Maine
– Dr. Jeremy Nobel, M.D., MPH, Harvard University
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Guiding Stars - Key Features
• Guiding Stars is an objective, consumer-driven program that is not influenced by price, brand or manufacturer trade groups.
• Simple, easy to understand, and user friendly.
• All edible products rated – Over 60,000 products and growing every day.
• Highlights foods with higher nutritional density, yet does not “police” less nutritious food choices.
• Proprietary algorithm is grounded in evidenced-based science and recommendations of authoritative bodies (FDA, USDA, WHO).
• Overwhelmingly positive consumer response.
• The only program with proven results.
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Evidence-Based Algorithm(patent pending)
The formula credits a product’s score for:
vitamins, minerals,
dietary fiber, whole grains
The formula debits a product’s score for:
trans fat, saturated fat, cholesterol,
added sodium, added sugars
The resulting score represents a weighted total
100 kcal
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Guiding Stars is Simple
No starsOnly foods that score above 0 receive stars
Good Nutritional Value
Better Nutritional Value
Best Nutritional Value
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Guiding Stars is Accurate
• Guiding Stars uses product data that is accurate, up-to-date and available to shoppers
• Packaged product data is collected from the Nutrition Facts label and ingredients panel
• Fresh product data is obtained from the USDA National Nutrient Database
• No other database is as current, comprehensive and accurate
• Database allows for immediate updates to product ratings
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Guiding Stars by Category
• 28% of Hannaford, Sweetbay, and Food Lion foods receive at least one star (~ 9,000 of the 33,000+ products carried)
– By category, stars are:
• 86% of fruits & vegetables (includes canned & frozen)
• 51% of cereals
• 41% of seafood
• 22% of dairy
• 21% of meat
• 7% of soups
• 7% of bakery
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Guiding StarsConsumer Communication
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Guiding Stars in the Marketplace
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Guiding Stars Program Expansion:School Cafeterias
• Pilot program underway in middle school and high school cafeterias in Maine.
• Supported with posters, signs, shelf tags, e-newsletter nutrition tips.
• Consistent messaging in community makes it easy to identify nutritious foods.
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Guiding StarsOther Program Expansions
• Partnership with Bates College to bring Guiding Stars into the campus dining program.
• Active discussions with additional schools, hospitals,
and restaurants.
• Connecting a number of touch points throughout the community
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Guiding Stars in the Marketplace Future Program Applications
• Hospitals – Cafeterias and patient food service
• Corporate cafeterias
• Restaurants
• Recipe rating for print and online publications
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Guiding Stars and Social Networking