Information for supermarket owners and managers about promoting healthy eating in their community
You can include health and nutrition in your Corporate Responsibility Policy.
It’s important to articulate exactly what your company will do to assist customers and staff to identify and make healthier food choices when grocery shopping.
It is recommended that targets (or key performance indicators) are set and reported in annual reports, corporate responsibility reports, and on the company website. Policy areas for consideration include, but are not limited to:
Stocking of healthy, fresh produce, and processed foods that are of high quality. This includes providing adequate shelf space in prominent positions dedicated to fruit and vegetables, and healthier options in key food categories such as bread, breakfast cereals, dairy products, red meat, chicken, pork and fish.
Studies show that doubling shelf space can increase sales of that food product by 40%.
Ensure affordable prices for healthy choices in everyday staple items such as fruit, vegetables, bread, breakfast cereals, dairy products, meat, chicken, pork and fish (that do not compromise the supplier).
Offer regular promotions of healthy foods and beverages, especially vegetables and fruit, in prominent store positions (including end of aisle and eye level). A recent New Zealand study showed that less healthy beverages were discounted more often than more healthy beverages (milk, water). Supermarkets could set targets on the number or percentage of healthy food promotions they will run per month or per campaign.
Some great ideas for in-store promotion of fruit and vegetables include:
British Retailing: A Commitment to Health includes many positive case studies describing promotions and strategies being undertaken by leading UK supermarkets to increase consumption of healthier foods.
For example, fruit and vegetable promotions in Tesco supermarkets increased fruit and veg sales by 8%. Practical information was also provided to help consumers understand what a portion of fruit looks like. Tesco also ran a promotional campaign with over 200 promotions on fresh produce, fish, whole foods and Healthy Living products.
Reformulation means modifying the nutrient profile of processed food and beverages (as appropriate to the product) to be:
This is particularly important for the common food categories that most people buy, such as bread, breakfast cereals, crackers, tinned vegetables and fruit, dairy products, fresh, and processed meats (for example, lean fresh cuts), tinned fish and legumes, margarine and oils, soups, simmer sauces, savoury pie categories, savoury crackers, noodles and condiments.
For supermarkets and food manufacturers interested in reformulating their products, contact the Dietitians in the Health Promotion Branch, SA Health, telephone: (08) 8226 6329.
Your Corporate Responsibility Policy should outline to customers what the supermarket does to assist them in making healthy choices. This may include, but is not limited to:
*These topics should be provided and approved by an Accredited Practicing Dietitian.
Prompts for healthier choices, for example shopping basket or trolley inserts with key nutrition messages such as: