A new report from the Robert Wood Johnson Foundation (RWJF) and The Food Trust examines marketing strategies that may help parents, caregivers and youths select and purchase healthier foods and beverages at the grocery store. Released on April 3, 2011, at the Food Marketing Institute’s Health and Wellness Conference in Florida, Harnessing the Power of Supermarkets to Help Reverse Childhood Obesity includes case studies and recommendations about marketing tactics, such as in-store promotions, placement and pricing, that can encourage healthy eating, increase customer satisfaction and help food retailers increase profitability.
The report provides highlights from a meeting co-hosted by RWJF and The Food Trust in June 2010. More than 60 public health leaders, food retailers, food manufacturers, consumer product designers and marketers met in Philadelphia to address the vital role supermarkets can play in providing access to healthy affordable foods in all communities, and the unique role they can play in reversing the childhood obesity epidemic, especially in lower-income and multi-ethnic communities. Throughout the meeting, participants worked to find “win-win-win” solutions for consumers, retailers and manufacturers.
Some of the recommendations included:
"When we talk about the food gap in America, we're really talking about communities like North Philadelphia. Some of the work that we're doing is helping youth understand what good nutrition looks like, and to help corner stores, who are really the primary source of food in North Philadelphia, understand the kinds of things they can do to offer better food for the kids as they're coming to and from school, and to market that food, so that it's profitable for them."
-Allison Karpyn, Director of Research & Evaluation
The Food Trust
This video is a collaboration between The Food Trust and the Robert Wood Johnson Foundation.