Page 46 - index

would be best served to tell the customer how easy, affordable and fun produce is.”
Sometimes there is an intimidation factor and, as a result, Spezzano says consumers make cooking with produce harder than it has to be. “Today’s Millen- nials are not as well-trained. They grew up on their own because mom was working. You can prepare a meal in 20 minutes; it doesn’t have to be two-and-a-half-hours.”
Spezzano says when it comes to health marketing, Millennials are the key demo- graphic. “Social media is where you need to make that push. It’s the Millennials that you need to market to with health messaging,” says Spezzano, who points out that a lot of retailers have a director of social media and three or four people working for that person. “I bet 5 or 10 years ago, it was probably an intern-type job.”
Informing Millennials also provides a trickle-down effect to the Baby Boomers, who are likely to get frequent health messaging from their doctors and children.
WHAT STUDIES SAY
In its U.S. Grocery Shopper Trends 2018
‘Consumers increasingly are integrating food as medicine, and that presents a huge opportunity for produce.’
Anne-Marie Roerink 210Analytics
report, the Food Marketing Institute (FMI) defined eating well to include meeting one’s needs, pleasures and values through food experiences that deliver health, taste or discovery, and mindful connections that enrich lives.
A high percentage of respondents to the FMI survey list high-quality fresh fruits and vegetables as the most important attri- butes for selecting a primary store, and 74 percent name great product selection and variety. The retailer also can provide extras such as instructional videos, recipe
demos and product tastings to go beyond just moving fruits and vegetables from the display into the cart.
The report notes: “Food retailers are uniquely positioned to be a resource in helping shoppers’ eating-well journeys by offering knowledge, support, inspiration and advice.” A majority of those surveyed say their primary store is on their side for helping them stay healthy, and cite afford- able products, healthier choices and greater selection as top priorities.
The 2018 SmartFood Choices survey sponsored by the United Fresh Produce Association, Washington, DC, found shop- pers define better-for-you foods as being prepared healthfully and having higher nutri- tional value. “Tips in the produce department on preparation methods that help preserve health and nutrition properties are a great way to educate shoppers on how to incor- porate produce into their daily meal plans,” suggests Mary Coppola, senior director, marketing and communications.
“Consumers increasingly are integrating food as medicine, and that presents a huge opportunity for produce,” says Anne-Marie
46 / OCTOBER 2018 / PRODUCE BUSINESS