greg ferrara - communicating shared values across the food chain

Animal Agriculture AllianceStakeholders Summit

May 2012

Communicating Shared Values Across the

Food Chain

AGENDA

• N.G.A.’s Membership

• Today’s Consumer

• Key Issues

• Initiatives

• Improving Communications

N.G.A.’s Membership

• Independent Retailers

• Wholesalers

• Manufacturer / Suppliers / Partners

• State Grocer / Retail Associations

The Supermarket is Still Very Relevant

N.G.A. 2012 Supermarket Guru Consumer Panel Survey

Where do you purchase the majority of your foods?

* 83.9% Grocery Store / Supermarket* 5.2% Mass Merchandiser* 4.2% Warehouse Store* 4.0% Specialty Food Store

Importance of Supermarket Features

High Quality Meats

* 74.3% Very Important* 19.2% Somewhat Important* 3.4% Not Too Important* 3.1% Not At All Important

Importance of Supermarket Features

Nutrition and Health Information Available for Shoppers

* 34.3% Very Important* 39.3% Somewhat Important* 22.4% Not Too Important* 4.1% Not At All Important

Today’s Consumer

• Grocery Store / Supermarket Still Primary Outlet

• Quality of Perishables is Important

• Today’s Consumer is Informed

• Era of “Instant Information” Google, Facebook, Twitter, YouTube, Pinterest

*Food Safety / Labeling*

Key Issues for N.G.A.

Food Safety Must Be #1 Priority

• Food Safety Modernization Act (FSMA)• Product Tracing• Reportable Food Registry• Certified Food Safety Manager (SafeMark)

Food Safety

• Country of Origin Labeling

• USDA Meat Nutritional Labeling

• FDA Menu Labeling

Labeling

Recalls • Retailer Recall Alerts

Wholesalers N.G.A. Rapid Recall Exchange Communicating to the Consumer

In-Store, POS, Robo Calls, Emails, Social Media

• Communicating to the Customer

Technology Initiatives

GS1 DataBar Implementation

• Supply Chain Working Together on Implementation

• Consumer Outreach (coupons)

• Center Store and HBC Products Next

• Technology Hurdles at Retail (POS Upgrades)

Coupons

• Explosion of Coupon Use and Fraud

• Joint Industry Coupon Committee

• Store Policies—New media, mobile

• Raising Consumer Awareness of Fraud

Other Issues

• 2012 Farm Bill

• SNAP (Food Stamps)

• Food Deserts Healthy Food Financing Initiatives

• Transportation — Hours of Service for Truck Drivers

Understanding & Improving Communications

• Stories / Information Going Viral• “Pink Slime”• “Mad Cow”• “Supermarket Chicken”

• Proactive Information & Education• Consumers• Media• Industry—Key Contacts

• Consumer Demand Will Drive Retailers• Responding to Consumer Demands / Concerns• Provide Resources – Not Tell Consumer What to Think

Questions?

Greg FerraraVice President Public AffairsNational Grocers Association

www.nationalgrocers.org