California’s
SNAP-Education
Healthy Retail Program
Oldways Supermarket Dietician Symposium
March 23, 2015
Presented by:
Courtney Cagle
Marketing Specialist – Healthy Retail
Public Health Institute - Center for Wellness and Nutrition
Grocery Stores: Frontline in the
Battle against Obesity
Overview
u  Purpose
and History
u  Point
of Purchase Strategies to Increase Produce
Purchases
u  Evaluation
u  Lessons
u  Q&A
Results
for Supermarket RDs
History: 5 a Day
Partnership with retail
industry since inception of
California 5 a Day – late
1990s
Targeted campaigns reach
people where they live,
learn, work, SHOP, play, &
pray
Retail Program
Purpose
Facilitate retailer & health agency
partnerships
Increase purchase of fruits &
vegetables among
CalFresh* eligible Californians
Provide promotional
materials, strategies & tools
Inspire healthy change
Edith, Regional Retail Program Manager
* SNAP is called CalFresh in California
Retail Program in 800+
Eligible Stores
Social Marketing Strategies
Visual cues
•  Merchandising materials throughout the
store
Targeted
campaigns
Shopper takeaways
Personal
connection
•  Recipes/Cookbooks
•  Harvest of the Month Newsletters
•  Healthy food demos
•  Store tours
Visual Cues:
Nutrition Messaging
Targeted Campaigns:
Culturally Tailored Merchandising
Shopper Take-Aways
Personal Connection
• 
• 
• 
• 
Food demonstration
Taste test
Store tour
Personal interaction
Connection to Community
Fruit and Veggie Fest
Connection to Store Staff:
Worksite Wellness Programs
Northgate Gonzalez Markets:
“We needed to start with our employees first, so that they could be the
champions and ambassadors for our stores and they could educate the
customers.”
Evaluation: Shopper Perception of
Merchandising Materials
MyPlate Posters
Cross-Promotional Wobblers
Freezer Clings
Evaluation: Large Store
Intervention Study
Food Demonstrations
Healthy Merchandising Materials
Evaluation: Effect of Fruit &
Veggie Promotions on Sales
Food Demonstrations
Healthy Merchandising Materials
Evaluation: Messaging at
Checkout Study
Lessons for Supermarket RDs
u  Focus
on a single, specific message
u  Give
shoppers a personal connection to promotion
efforts
u  For
maximum effect, combine:
u  appropriate
u  in-person
u  take
u  price
signage
promotions
away reinforcement items
promotions
Thank You!
Stay Connected:
Courtney Cagle
Marketing Specialist – Healthy Retail
[email protected]
(916)265-4042 ext.106
@C0urtneyCagle
Center for Wellness and Nutrition
www.phi.org