This year will mark my (gulp) 25th year in the food industry. There have been so many changes in what and how we eat and shop, but perhaps the greatest change is in food communications. Not just the channels, although we have watched weekly circulars become targeted Instagram offers, but most importantly our target consumer. When I started, it was all about a 25-54-year- old middle income mom. And now, we target. EVERYONE. Four generations actively shop in your stores. Those with food intolerances, on a cleanse and following ketogenic diets are fans of your concept. How can you target everyone? Our latest research says shift to targeting “Gen Food.”
There are many opportunities for retail dietitians to be in front of the camera whether it’s for a television segment or a Facebook live food demo. This media exposure can help you connect with existing and potential customers while driving traffic to your stores. Media training, however, is not typically part of a dietitian’s education, and for most, being in front of a camera can be a daunting experience. Here are some media training tips to help you feel more comfortable and ensure success:
Most Americans are skeptical about areas of scientific integrity, they tend to trust science practitioners (such as dietitians), more than researchers, and transparency matters. In addition, Americans with more factual science knowledge have greater confidence in science.
In March of this year, the Partnership for Food Safety Education (PFSE) launched a new tool that is expected to dramatically improve consumers’ food safety behaviors at home. The new Safe Recipe Style Guide is designed for use by anyone who writes and publishes recipes for distribution to the public. Learn how this resource can be used at retail as a food safety education tool.
Leveraging media can be an effective tool in the retail RD skill set. Consider that media segments enhance your company’s health and wellness brand and community relations, are an effective way to gain visibility with shoppers in your key market and can successfully market RD programs and services. “Media segments generate awareness with a population not necessarily shopping your stores and create loyalty with existing shoppers,” says Kerry Clifford, MS, RD, LDN, retail dietitian with Fresh Thyme.
A growing number of consumers are now looking at their diet with not personal health in mind, but also on how their food choices may impact environmental health. With recent media attention on this topic and the release of the 2019 EAT-Lancet Commission report, consumer interest in this topic will likely increase. But what does a sustainable diet truly mean? Here are some considerations for talking about this complex issue in your role as a retail dietitian:
Feeding infants and toddlers can certainly be a challenge for parents but retail dietitians are in a perfect position to provide meal tips and recommendations to encourage optimal nutrition for their little ones. The 2020 Dietary Guidelines for Americans will include birth to 24-month nutrition recommendations. Be prepared to show your shoppers how to put this guidance into practice with the expert advice and products your store(s) have to offer:
I have been the Corporate Dietitian at Redner’s Markets for ten years. During that time, my job has evolved greatly to now include purchasing, operations and marketing. With that being said, I still spend a portion of my time educating customers and doing media presentations.