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THE EVER-EVOLVING SHOPPER
“Everything we do in produce at ShopRite always is about health and wellness; what has changed is how we go to market with the message,” says Derrick Jenkins, vice president, produce and floral, Wakefern, Keasbey, NJ. “Demand for high-quality organic products and seasonal locally grown produce, for example, continues to spiral upward. We’re also carrying more club items and convenience products such as cut-fruit and vegetables in both the conventional and
organic categories.
“We create sophisticated social media
and advertising campaigns to reach our customers with a 360-degree approach that includes promotion on our social pages, in our circulars and stores with destination signage, plus videos on our website about fruit and produce usage in a fun and entertaining way,” explains Jenkins.
Jenkins acknowledges customers want products that are quick, easy and ready to eat. “Some ShopRite stores feature a
refrigerated cart with all the ingredients for custom ‘meal kits’ using in-store recipes created by corporate chefs and approved by store dietitians. Customers can purchase the ingredients for an entire meal, including prepped fresh vegetables, while watching a video showing them how to cook the meal.”
“We also partner with our corporate health and wellness team, including in-store dietitians covering about 140 of our stores in the tri-state area, and they educate our shoppers about produce through department tours, in-store demonstrations, recipes, classes videos and social media posts.
ADDRESS CONSUMER CONCERNS
In today’s society, consumers are bombarded with food messages that can be conflicting. Documentaries that consumers are likely to watch have generated debate in recent years. Those that support a partic- ular point of view may not tell a scientifically balanced story, causing concern and confu- sion. Forks over Knives (2011) advocates for a plant-based diet. GMO OMG (2013) warns against genetic engineering. Food Choices (2016) explores a sustainable food supply and What the Health (2017) cautions viewers about advice from leading health organizations.
“This is a challenging time because consumers no longer trust the fundamen- tals of science, and they also want to take charge of their health decisions,” says Dr. David Katz, director, Yale University Preven- tion Research Center, Griffin Hospital, Derby, CT, and author. “So they shop and eat based on opinions they hear rather than sticking with the scientifically proven basics about diet. We need to help them understand that simple actions like eating a cornucopia of fruits and vegetables is good for health and good for the planet.”
In instances like this, the supermarket dietitian serves as a valuable resource for helping answer shopper questions and reassuring them of the safety of the fresh produce supply.
PRICE SMART
United’s 2018 SmartFood Choices study shows 38 percent of shoppers cite “healthful eating costs too much,” as a major barrier, and an additional 37 percent cite it as a minor barrier.
“In lower income areas, people often try to stretch their money for the whole month,” says Jenkins. “By offering customers the widest range of vegetables
50 / OCTOBER 2018 / PRODUCE BUSINESS