sauce and vegan sausage in the Bolognese,” says Jacob
Shafer, senior marketing and communications specialist
for Mann Packing. High in plant-based protein and low
in calories, both Nourish Bowls can be prepared in four
minutes in the microwave.
The vast majority of millennials—72%—would rather
spend money on an experience than things, according to
a report from CNBC citing a Harris Group study.
As a result, experiential marketing (think yoga classes
offered at Lululemon or pop-up shops of all kinds) is
changing the way people engage with brands.
When it comes to supermarket experts in brand building
through engagement, Alex Jackson Berkley of Frieda’s Inc.,
a specialty produce company in Los Alamitos, Calif., says,
“Hy-Vee is the one to watch on community involvement.”
She points to the West Des Moines, Iowa-based Hy-Vee’s
smart use of its team of in-store registered dietitians and
the fitness center it opened adjacent to one of its stores.
“The fitness center says, ‘We promote your health,’”
Berkley says. A Hy-Vee Fitness membership includes
access to wellness programs, such as free nutrition and
menu planning classes with a Hy-Vee dietitian.
“Empower your RDs and produce managers to focus
on health,” says Berkley. Grocers who pay extra attention
to feeding kids healthy food while making it fun will go a
long way in building customer loyalty, she says. “Millenni-
als are having kids and are feeding them better than they
feed themselves. Capitalize on that. Entertain their kids.”
Heather Gengler, produce manager at the Hy-Vee in
Springfield, Mo., agrees. Gengler, who also was on the
“Retail Observations From Visionary Produce Manag-
ers” panel, said Hy-Vee offers a free piece of fruit from
the kid fruit basket to the store’s younger shoppers, as
well as balloons from the floral department. A parent of a
young child herself, she personally engages with kids on
the store floor, making it easier for their parents to shop.
As for experiential marketing for all ages, Hy-Vee has
that covered with dietitian-led demos. “We have a dietitian in the store, so anytime we sample, we try to make
an event out of it,” Gengler says. “If we’re demoing jackfruit, the dietitian offers recipes, samples and explains the
nutrition, so customers stop and interact.”
Read more at winsightgrocerybusiness.com.
Marketplace Foods in
Monit, N.D., is giving its
shoppers food for thought
with the relocation of a
popular fruit. The store
recently moved its banana
table to the front of the
produce department right
next to the doughnut case.
“Hopefully they buy both,
but it’s nice to put people
to the test,” says Produce
Manager Dennis Hoffer,
who has watched scores
of customers weigh their
options ever since.