greg ferrara - communicating shared values across the food chain
DESCRIPTION
Communicating Shared Values Across the Food Chain - Greg Ferrara, National Grocers Association, VP of Public Affairs, from the 2012 Animal Ag Alliance Stakeholders Summit, Real Farmers Real Food, Celebrating Tradition and Technology, May 2-3, Arlington, VA, USA. More presentations at http://www.trufflemedia.com/agmedia/conference/2012-aaa-real-farmers-real-foodTRANSCRIPT
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