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Industry analyst and consultant Anne-Marie Roerink of 210 Analytics is an expert on marketing produce from farm to retail. Her travels take her to stores around the world. Every week in SPW, Anne-Marie shares one of her favorite retail displays or grower marketing success stories with a photo and her thoughts on why these are Ideas Ripe For The Picking.
WHAT I LOVE ABOUT THIS:
As a researcher, I quickly learned that it’s easy to get lost in your own world and vocabulary. A technical geek sentence that worked perfectly fine for me left many others scratching their heads. The same goes for shoppers: Just keep it simple.
Shoppers are increasingly tying food to their overall health and crave information.
Whether driven by government regulations that are on the horizon or as part of a bigger consumer education program, many retailers are starting to implement menu labeling in their deli prepared offerings.
Information is great, but is it always useful? When shopping with a friend the other day, she threw up her hands in the air when seeing all the “x calories per ounce” signage when we hit the deli self-serve bar for lunch. She was frustrated because she had no idea how many ounces a spoonful of salad dressing was. Or a serving spoon of potato salad. Or a spoonful of cut fruit.
Few consumers think in ounces, cups or grams. But providing calorie counts by the spoon, as seen here at United Supermarkets in Dallas, now that makes sense to me. A refreshing, common sense approach to nutritional menu labeling in my book! Whether this or other information, do your signs pass the common sense test?
Anne-Marie Roerink specializes in quantitative and qualitative market research. Prior to launching 210 Analytics, she served as the Director of Research for the Food Marketing Institute (FMI).