3018.0: Monday, November 13, 2000 - Board 6

Abstract #9696

Influencing consumer behavior in supermarkets regarding healthy food choices

Frank Clawson, BS, Start with Your Heart, Surry County Health and Nutrition Center, 118 Hamby Road, Dobson, NC 27017, 336-401-8459, frank@advi.net, Susan Gregory, MS, RD, LDN, Nutrition, Surry County Health & Nutrition Center, 118 Hamby Rd., Dobson, NC 27017, 336-401-8455, gregorys@county.surry.nc.us, Samantha Berryman, BS, Nutrition Department, Surry County Health and Nutrition Center, 118 Hamby Road, Dobson, NC 27017, 336-401-8454, N/A, Walter Linz, MD, Administration, Surry County Health and Nutrition Center, 118 Hamby Road, Dobson, NC 27017, 336-401-8400, N/A, and Cindy Silver, MS, RD, LDN, Lowes Food Inc, PO Box 24908, Winston-Salem, NC 27114.

Problem Statement: Diets that follow USDA guidelines, (low in fat, high in fruits and vegetables), are known to prevent the development of many chronic diseases (i.e. Diabetes, Heart disease, Colon cancer). Despite years of public awareness efforts, few Americans have adopted eating behaviors consistent with USDA guidelines. (Only 27.8% of women and 19.5% of men eat 5 or more fruits/vegetables per day BRFSS 1998). To help control chronic disease, local public health agencies have a special and underdeveloped role which is to design feasible local programs and partnerships to improve consumers food choices.

Hypothesis: The Surry County Health and Nutrition Center, a local public health authority, hypothesized that public health organizations could collaborate with local supermarkets to influence consumer behavior. We hypothesize that point of sale materials will increase sale and consumption of foods recommended by the USDA.

Method: Public health officials contacted Lowes Foods Inc. (a southeastern regional supermarket chain), to discuss development of collaborative relationships to influence consumer behavior. The partnership developed point of sale materials endorsing healthy food choices. Scanner data would be collected to assess the impact of the materials. Historical sales data will serve as baseline. This being a unique collaborative relationship, store managers and staff will be surveyed to assess their subjective impressions of the quality of this partnership.

Results: Public Health can influence food retailers to support and offer programs to improve the nutritional status of the public. Quantitative results of point of sales items will be available.

Conclusions: Corporate entities and public health can collaborate to influence consumer behaviors.

Learning Objectives: Acquire collaboration skills directed toward supermarkets to affect consumer behavior regarding food choices. Acquire knowledge of successful tools in marketing heart healthy food choices among English speaking and Hispanic populations

Keywords: Nutrition, Behavior Modification

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Lowes Food Inc., Surry County Health and Nutrition Center
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

The 128th Annual Meeting of APHA