Refresh

In what the tabloids might call an “A-Salt”, or perhaps a “Shakedown”, several cities in England have begun dispensing new five-hole saltshakers to area restaurants in the hopes of reducing people’s sodium consumption. The current widely used model has 17 holes in it, so if you go strictly by the math, patrons could end up shaking out a third of what they normally do.

Officials there certainly think it’s a breakthrough. The Food Standards Agency — a watchdog group established by the government — has nominated the new saltshakers for a “Food Champions Award”.

But does rationing like this really work? Throwing salt on fries (or “chips”, in this case) isn’t an exact science, so people could be just as happy with less. Critics, however, say diners will pour on the salt no matter how many shakes it takes. To draw a parallel with something that’s more familiar to consumers on this side of the pond, look at portion-control products. Over the past couple years, there’s been an explosion of 100-calorie packs in everything from chips to ice cream. These are supposed to put a consumption cap on rich foods, but some sources say they’re actually doing the opposite. A recent study from the Journal of Consumer Research showed people ate 46.1 grams of potato chips from portion-control bags, and only 23.5 from large bags.

Undoubtedly, though, there are those who will stick to the smaller-size regimen. Just like there will always be those who choose fresh produce and low-fat offerings, and those who opt for the candy aisle. Supermarkets shouldn’t force consumers into fewer shakes or smaller portions. Rather, they should continue to offer a variety of healthy products, then let the shopper choose.

I don’t want to date myself by making the well-worn reference to President George Bush the Elder and his opinion of broccoli. So, I’ll just say this: Put plenty of broccoli in your Fourth of July salads…. Heck, put broccoli in everything, especially if you’re a guy.

A new study out purportedly demonstrates just how this cruciferous vegetable fights cancer — a compound called isothiocyanate is believed to activate both genes that fight cancer, and shut off those that promote tumor growth. The dual action makes broccoli and its cousins — brussel sprouts, cauliflower, cabbage, rocket or arugula, watercress and horse radish, among others — twice as powerful in fighting cancer.

For the British study, 24 men with a high risk for prostate cancer were split into two groups. Half of them ate four extra servings of broccoli a week, while the others ate peas. Tissue samples taken during the year-long study showed that men who ate broccoli showed hundreds of changes in genes known to play a role in fighting cancer.

What makes broccoli king is that it contains a particularly powerful type of isothiocyanate called sulforaphane. It really seems to kick the butt-cells of prostate cancer.

Anyway, this is just another conclusion supporting Mom’s admonition to “Eat your vegetables.” In the words of one of the researchers here, now we’re learning why we should be eating them. Hear that, George?

Food safety is often overlooked in all the talk about health and wellness. But let’s face it, if the food makes you sick, who cares about antioxidant content? The point becomes moot, as they say.

Tomatoes are a great source of Vitamin A, beta carotene, lutein and lycopene. Currently they’re also the source of a major problem for government regulators, public health investigators, farmers and retailers. Daily news conferences hosted by top officials at the Food and Drug Administration announce that they’re not any closer to pinpointing the source of the salmonella outbreak first reported nearly three months ago. Meanwhile hundreds of people have become ill, and tomato fields not cleared by the agency have turned into a rotten red mess.

The lead story in today’s edition of The Wall Street Journal notes that tomatoes are the No. 2 seller in the supermarket produce department, behind bagged salads. A study conducted for our magazine, SN Whole Health, by Avero Research, indicates that a notable percentage of consumers will swear off all products associated with a recall, even if they’re not directly involved.

In this case, the FDA stresses that only red round, Roma, and plum varieties are suspect. But many consumers don’t hear that, or are too skeptical. So, the cherry, heirloom, on-vine and grape tomatoes go unsold too. If you’ve been in a produce department lately, you know this hurts retailers, who build big, proud displays of these summertime favorites.

I don’t think we’ll discover the cause of the salmonella outbreak. Officials have admitted as much, noting the tomato production process is extremely diversified and hard to trace. What I do hope is that retailers erect big signs saying their product comes from approved vendors, so that doubt is erased and consumers buy tomatoes. Then we can get back to talking about the benefits of lycopene.

Shoppers have said they want to see more sustainable packaging, but are they willing to make the necessary adjustments? According to yesterday’s New York Times, Wal-Mart and Costco customers aren’t too happy with the stores’ new gallon milk jugs, which are rectangular shaped to allow for more efficient shipping. They’re claiming the new design makes for a terrible pour, dousing much more than just a bowl of corn flakes.

In response, the stores, as well as the manufacturer of the new jugs, say there is a right way to pour — it’s just a little different from what people are used to. Instead of lifting and tipping, try resting the jug on a countertop and then tilting it. Or, as one dairy owner advised, give it a “rock-and-tip”.

Wal-Mart and Costco are trying to teach proper technique to their customers through in-store demonstrations. That’s a smart move, and it shows these retailers really are committed to the adoption of sustainable practices. Wal-Mart in particular has been on a roll lately. Just today, the Bentonville retailer announced plans to include more locally sourced produce in its stores.

Looking at the bigger picture, though, this milk jug issue holds an important lesson to retailers moving further and further into green marketing. Consumers are demanding eco-friendly products and practices from the stores they shop, but they’re often unaware of what that entails. That’s where the retailer needs to come in and tell customers what’s different, why, and what they need to do.

Because it’s not that people don’t want to make sacrifices or change their lifestyles a bit. They just want to know the right way to pour.

The energy drink market, which has been zooming through the beverage industry like a tooled-up muscle car, has just been given the caution flag. Yesterday Anheuser-Busch announced that it would reformulate its alcoholic energy drinks, Tilt and Bud Extra, by removing the caffeine and other stimulants that were their draw. The decision came after an investigation by 11 state attorneys general and the nonprofit Center for Science in the Public Interest concluded the brewer was marketing the drinks to minors and using misleading health claims.

At the heart of the investigation is the assertion that, with their sweet taste and stimulating effects, beverages like Tilt and Bud Extra are especially attractive to underage drinkers, encourage binge drinking and offer up a skewed sense of inebriation that can — among other things — lead people to drive when they’re in no condition to do so.

CSPI and the attorneys general stated they plan to target other manufacturers of alcoholic energy drinks. One of these is likely to be Miller Brewing Company, which markets a drink called Sparks.

This isn’t the first time this segment has run afoul of regulators, and likely won’t be the last. Even without the alcohol, minors imbibing these drinks have been ending up in emergency rooms, over stimulated by the multiple doses of caffeine, guarana and taurine in each can. Names like Monster, Full Throttle and Rockstar appeal to a particular demographic that often isn’t aware of the contents, and ignore the warnings that are posted on cans. But the drinks have always sold well, and always will. Marketers know this, retailers know this, and consumers themselves do, too.

The best thing the industry can do is to build a high wall between those beverages marketing themselves as teenage mutant ninja hyperdrinks and those that truly aim to refresh, replenish and rehydrate. The choices aren’t the problem here. What’s worrisome to regulators, medical practitioners and consumers is the lack of transparent marketing.

The Centers for Disease Control and Prevention issued an update this week announcing that the number of Americans with diabetes increased to 24 million, up more than 3 million in approximately two years. That’s nearly 8% of the entire U.S. population.

From the report: Among adults, diabetes increased in both men and women and in all age groups, but still disproportionately affects the elderly. Almost 25% of the population 60 years and older had diabetes in 2007. And, as in previous years, disparities exist among ethnic groups and minority populations including Native Americans, blacks and Hispanics. After adjusting for population age differences between the groups, the rate of diagnosed diabetes was highest among Native Americans and Alaska Natives (16.5%). This was followed by blacks (11.8%) and Hispanics (10.4), which includes rates for Puerto Ricans (12.6), Mexican Americans (11.9%), and Cubans (8.2%). By comparison, the rate for Asian Americans was 7.5% with whites at 6.6%.

The CDC report spins the numbers into something good, noting that more people are becoming aware of the condition, and taking steps to get tested and treated. This explains some of the steep increase, but not all of it. The disease is still on the upswing on its own.

SN Whole Health devoted a cover story to the diabetes epidemic in 2006 (then, the number of diabetes sufferers was roughly 15 million). At that time, we spoke with a number of retailers who were implementing various programs and services to help these special-needs shoppers navigate the store in a more healthful way.

For a condition so closely tied to food and lifestyle, it’s imperative that supermarkets get more deeply involved in education, testing and disease management. There are plenty of fantastic programs out there in stores right now, and lots of caring professionals leading the way. But the condition is continuing to worsen, and so it’s time to reassess and update diabetes-related education materials, product selection and outreach programs.

“I think we have a tremendous opportunity to be able to influence peoples’ lifestyle choices through diet,” said one of the retailers quoted in our 2006 story. To be sure, it’s an opportunity we can’t miss.

The green marketing revolution has certainly tapped a cultural vein, but it appears the flood of messages coming our way is putting us in danger of an overdose. Recent studies indicate that people are feeling a bit overwhelmed with eco messages, and marketers know this means trouble: The ensuing confusion will not only harm the cause, it’ll take a bite out of sales, too. One report cited in a recent story in The New York Times stated that consumers are buying as much as 55% fewer green products, due in part to the message overload. And a Harris Poll from last week showed that many consumers want to help the environment, but don’t know how.

Supermarkets contribute to all the “green noise” (as it’s come to be known) simply because they’re outlets for other peoples’ products. With them come the label claims, promotional signs and product packaging all shouting for attention. Which is greener? Which is better for the environment? Which is safer for my family? Which is best for this green-stress headache I suddenly have?

The questions are vexing to consumers, and potentially troublesome for the industry, because we all know that shoppers who can’t decide what to buy often end up not buying at all.

It doesn’t have to be this way. Just as retailers have begun to guide consumers on how to make healthy food choices, so too can they help them make green decisions. It all starts with focusing on the lifestyle as opposed to the products. Make a list of ten things that shoppers can do to reduce their carbon footprint, for example, and post it in circulars and around the store. Or hire a regional eco coordinator to develop promotions and stay up on top of trends.

Customers are looking for answers right now, and so they’ll appreciate any help they can get. They’ll also be happy not to have another green product pitch thrown their way.

While in Dallas this past week attending the Healthy Foods International Exposition and Conference, we had the opportunity to visit a few retailers in the area, including a all-out tour of a Market Street store, part of the United Supermarkets family. The Lubbock, Texas-based company also operates United Supermarkets, as well as a Hispanic format called Amigos United.

Market Street, the chain’s upscale banner, demonstrates United’s commitment to health and wellness. This particular store, #563, opened just this past February inside a green retail development on West Bethany Drive in Allen, just north of Dallas. There’s a dedicated Living Well boutique, located between the in-store pharmacy and HBC. The section is staffed and includes an informational kiosk and a service desk.

Even in dry grocery, the Living Well program was present, with set-off signage and bronze-colored shelves marking natural/organic/better-for-you choices within the conventional aisles. This is the type of integrated-segregated planogram increasingly favored by mainstream retailers as they bring their wellness products from a separate section into the regular aisles.

Shelf tags served as additional identifiers, with colored symbols denoting whole health or special needs choices. One of the more noticeable tags was the green organic mark. Green was also the color of the reusable bags for sale for $0.99. They were displayed prominently along the front end, as well as in the wine section. The latter bags were smaller and had a divider sewn in to hold up to six bottle — no clanking.

And while this has little to do with health, one of the most notable features of this store was the quality of the endcap displays. No on-ad products stuffed on shelves, covered with loud promotional signs. These displays worked: A baked bean display promotes barbecue and the Red Raiders of Texas Tech; another eye-catching shelf hawks condiments, arranged neatly beneath a full-size grill (also for sale, naturally). Many of the props were pulled from the store’s gift section, serving as an opportunity to cross-merchandise these high-ticket items, too.

It’s encouraging to see this kind of effort going into merchandising. Deep in the heart of Texas, here’s proof that a thoughtful, comprehensive approach can create success in the area of whole health. And it doesn’t hurt to have fun endcaps, either.

Food and fuel prices have driven consumers to conserve and repurpose like they’ve never had to before. As the Washington Post reported earlier this week, for example, more people have started buying meat en masse from local farms, and then packaging and freezing everything so it’ll last for the next year or so. Apparently the savings can add up to a couple hundred dollars.

Supermarkets and other companies are repurposing as well, and they’re finding it has the added bonus of being environmentally friendly. According to today’s Richmond Times-Dispatch, Ukrop’s will start turning leftover soy oil from the chicken fryers at its 11 Richmond stores into biodiesel for its delivery trucks. In all, this should produce around 65,000 gallons of fuel, or one quarter of what the retailer’s fleet consumes each year. It will also save the company $50,000 a year.

And Ukrop’s isn’t the only one. Online retailer FreshDirect, which delivers in the New York City area, is also working to turn excess kitchen grease into fuel for its trucks. “It makes us happy because it’s a closed loop system, and we’re also learning a lot as we go along about putting that process in place for a big fleet like the one that we have,” said Leitha Matz, FreshDirect’s head of environmental initiatives, in a recent interview.

Taking things a step further are companies like Straus Family Creamery, which powers its dairy with the help of a state-of-the-art “methane digester”. What’s a methane digester, you ask? Why, it’s a machine that converts cow poop into electricity. Laugh all you want, the machine generates 300,000 kilowatt-hours of electricity and saves Straus $40,000 each year.

As the urgency surrounding climate change builds — and it will — full-circle energy systems like the ones described here could become a vital next step for retailers. And I’m not just speaking in promotional terms.

No doubt, the need to source sustainable seafood is an urgent one for the food industry. Populations are depleting as a result of over fishing, and destructive practices such as bottom trawling have damaged fragile underwater ecosystems. Knowing how and where to find a truly sustainable catch is difficult, however. Retailers have price and supply concerns, and conscientious shoppers are having trouble sorting through the various certifiers out there.

Activist organization Greenpeace wants to help further the issue with its latest report, which rates 20 major supermarket chains according to how sustainable their seafood selection is. “Carting Away the Oceans: How Grocery Stores are Emptying the Seas” covers 75 pages, though I’ll go ahead and give away the plot right now (if you couldn’t figure it out from the title): They all failed. Even Greenpeace’s top scorer Whole Foods, which has worked closely with the respected Marine Stewardship Council since 1999, only dredges up a 4 out of 10 on the scorecard. Publix and Price Chopper, two retailers who have made great strides in health and wellness over the years, scored at the very bottom.

The report actually makes a lot of excellent points. Sustainable sourcing is nowhere near where it needs to be, considering the rate of aquaculture depletion right now. A number of retailers — Whole Foods included — have admitted as much. It also states, rightly, that supermarkets need to have a supply plan in place, as well as standards.

But it’s not a very constructive critique. Indeed, Greenpeace doesn’t recommend any species of fish or certification programs as alternatives — just that consumers and retailers abstain from its “Red List” of 22 different varieties of fish, as well as other unsustainable choices. That’s suspicious advice, especially since, as Los Angeles Times food writer Russ Parsons says, “the list paints with a very broad brush, and in the the confusing world of seafood that can lead to some serious oversimplifications.” It also snuffs a lot of highly reputable organizations working to certify and promote sustainable seafood.

As I mentioned, a lot of retailers have acknowledged that they need to do more to promote the health of aquaculture. That’s a good step, and they need to work hard and make sure they follow through with it. Otherwise, there might not be a seafood section years from now.