Transforming the Retail Environment in Low-Income CommunitiesNetwork for a Healthy California—Retail Program

Presented by:

Melanie Hall M.S., R.D.

Retail Program

Mission• The Retail Program supports the Network for a

Healthy California—Champions for Change brand through produce industry collaborations that empower low-income families to purchase fruits and vegetables every time they shop.

• We are unique in our ability to form customized private/public partnerships that highlight the important role the produce industry plays in the health of Californian families.

Retail Program Specialists

Retail Program Specialist Responsibilities:

•Staff responsible for building partnerships with all members of the California produce supply chain.

•Placing merchandising signage.

•Training partners to conduct produce promotions such as cooking demonstrations, stores tours, health fairs, and other activities.

Retail Program Staff Training

How the Network Fulfills Retailer Needs

• Retailer needs vary according to size/location– Customer Loyalty– New Markets– Community Image

Common Retailer Barriers

• Inventory Quality and Variety (independent stores)

• Language Barriers (independent/some targeted stores)

• The Need for a Consistent Look/Brand (chain stores)

• Storage/Sales Floor Space (all)

• Lack of Time (all)

• Varying Organizational Structure (all)

Retailer Opportunities

• Gain information to help improve the quality or quantity of they fresh produce selection (independent retailers).

• Increase sales by providing a venue for point-of-sale education on produce selection, storage, and preparation.

• Increase community image and customer loyalty through sponsored events.

• Increase community image and sales through donation programs.

Merchandising: Seasonal Posters

Merchandising: Cross Promotional Wobblers

Merchandising: Newsletters

Promotions: Food Demonstrations

Demonstrators provide information on:•Selection•Storage •Nutrition •Seasonality•Serving ideas

Promotions: Store Tours

Tour guides teach the following lessons:

•How Much Do I Need?

•Touring the Produce

Department

•How do you Cook That?

Retailer Training Materials

Desired Outcomes

• Consumers Empowered to ask for Change

• Increased Availability of High Quality Produce

• Increased Consumer Skills for Selecting and Preparing Fruits and Vegetables

• Improved Attitudes Toward Fruits and Vegetables

Produce Industry Trends: Economy

• Value and need have replaced price and want. And people expect value at a lower price point

• Decrease in shopper loyalty.

• Increase of frozen (5.8%), canned (6.3%), shopping in discount stores, eating at home.

• Need to combat the myth that fresh=expensive, hard to prepare, inconsistent flavor.

Produce Industry Trends: Consumers

• Need to pay more attention to women shoppers.

• The influence of nesting on purchases.

• Older Americans embracing the link between nutrition and health.

• Consumers (mostly mothers) looking for a connection with growers.

Produce Industry Trends: Other Issues

• National Fruit and Vegetable Board

• Make more with less (population, land, water)!

• Food safety reform.

• Connection between healthcare reform and increased consumption of fruits and vegetables.

Foodservice Industry Trends

• Partnership between NRA, PMA, IFDA to double the use of produce at foodservice by 2020.

• The use of produce marketing to differentiate restaurants and increase sales.

• The affect of policy on recipe development.

• Menu labeling in NYC

Questions?