Following USDA dietary guidelines, foods low in fat, high in fruits and vegetables, are known to prevent the development of many chronic diseases. Despite past efforts focusing on individual behavior change, few Americans have adopted eating behaviors consistent with USDA guidelines. Local public health agencies have a special and underdeveloped role to facilitate partnerships that enact environmental change and subsequently improve consumer’s food choices. Public health officials hypothesized that a public-private partnership with a local supermarket chain could influence consumer-purchasing behavior of heart healthy foods.Public health officials collaborated with Lowes Foods Inc. (southeastern regional supermarket) to implement point of selection materials endorsing low fat foods in nine stores across a 3 county region. A bi-lingual heart healthy shelf tag was attached below the foods to indicate it met healthy criteria. (30% or less calories from fat). In-store marketing materials were displayed and in-store promotions (i.e. healthy food samples) were conducted throughout each store. Pre and post scanner data, focus groups, and a market survey were conducted to measure the impact of the materials and promotions. Results were presented to Lowes Foods Inc. illustrating the effectiveness of point of selection materials. Lowes Foods Inc. and public health officials decided to implement the project statewide. Scanner data will be collected to measure the purchasing of low fat versus high fat products. (i.e. 1% versus Whole Milk sales) Quantitative results will be available.
Learning Objectives: Learning Objectives At the end of the session the participant will be able to: 1. Identify one alternative approach to facilitating behavior change. 2. List three benefits of a public-private partnership. 3. Describe the Lowes Foods Project. 4. List three criteria people use to make food choices. 5. Identify a past unsuccessful approach to facilitating behavior change.
Keywords: Social Marketing, Public/Private Partnerships
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Lowes Foods Inc. (southeastern supermarket chain)
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.