Transforming the Retail Environment in Low-Income Communities

1. Transforming the Retail Environment in Low-Income Communities Network for a Healthy California—Retail Program Presented by: Melanie Hall M.S., R.D.

2. 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.

3. 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.

4. Retail Program Staff Training

5. How the Network Fulfills Retailer Needs • Retailer needs vary according to size/location • Customer Loyalty • New Markets • Community Image

6. 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)

7. 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.

8. Merchandising: Seasonal Posters

9. Merchandising: Cross Promotional Wobblers

10. Merchandising: Newsletters

11. Promotions: Food Demonstrations Demonstrators provide information on: • Selection • Storage • Nutrition • Seasonality • Serving ideas

12. Promotions: Store Tours Tour guides teach the following lessons: • How Much Do I Need? • Touring the Produce Department • How do you Cook That?

13. Retailer Training Materials

14. 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

15. 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.

16. 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.

17. 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.

18. 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

19. Questions?