Registered Dietitians - Food Marketing Institute
Registered Dietitians - Food Marketing Institute
Registered Dietitians - Food Marketing Institute
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<strong>Registered</strong> <strong>Dietitians</strong>:<br />
The Success Factor for Retail<br />
Health & Wellness Programs<br />
May 30, 2013<br />
Kim Kirchherr, MS, RD, LDN, CDE<br />
RDBA Executive Committee @KimKirchherr<br />
Annette Maggi, MS, RD, LD, FADA<br />
RDBA Executive Director @AnnetteMaggi<br />
Allison Yoder, MA, RD, LD<br />
Health & Wellness Supervisor, Hy-Vee
Retail <strong>Dietitians</strong> Business Alliance<br />
Our Mission: To foster the continuing business education<br />
and career development of current and future retail (supermarket) dietitians.<br />
Learn more at www.retaildietitians.com
Why the Retail Space?
It All Converges at the Grocery Store
Discussion Topics<br />
• Not all health professionals are created equal<br />
• Retail RD positioning within corporate structure<br />
• Retail RD roles & responsibilities<br />
• Tapping the shoulder of talent<br />
• What success looks like
DISCUSSION TOPIC #1:<br />
NOT ALL HEALTH PROFESSIONALS ARE<br />
CREATED EQUAL<br />
What is a registered dietitian?<br />
How does a RD differ from a nutritionist?<br />
How does a RD differ from a pharmacist?<br />
Legalities & Regulatory considerations
DISCUSSION TOPIC #2:<br />
POSITIONING WITHIN THE RETAIL<br />
COMPANY<br />
Corporate, In-store, Regional<br />
Reporting Structure
<strong>Registered</strong> <strong>Dietitians</strong> Add Value at All Levels<br />
of the Retail Company<br />
Corporate<br />
lead and drive overall strategy<br />
Regional<br />
manage a territory of stores<br />
In-Store<br />
in-store education, community<br />
outreach, local media<br />
Safeway<br />
WalMart<br />
Weiss Markets<br />
Ingles Markets<br />
Harmon City<br />
Meijer<br />
Price Chopper<br />
Ingles Markets<br />
Harmon City<br />
Hy-Vee<br />
Giant Eagle<br />
Wakefern<br />
Marianos
Reporting Structure<br />
Options<br />
• Corporate & Regional RD<br />
• Communications/PR<br />
• <strong>Marketing</strong><br />
• Health and Wellness<br />
• Pharmacy<br />
• Human Resources<br />
• Store RD<br />
• Store Director<br />
• Corporate RD<br />
• Pharmacy<br />
Considerations<br />
• Store Structure<br />
• Centralized<br />
• Decentralized<br />
• Regional or National<br />
• Focus of RD role<br />
• internal vs. external<br />
• high vs. low consumer<br />
touch
DISCUSSION TOPIC #3<br />
HOW DIETITIANS ADD VALUE:<br />
ROLES & RESPONSIBILITIES OF THE<br />
RETAIL DIETITIAN
Typical Responsibilities of Retail RDs<br />
• Creditable Spokesperson<br />
• Traditional and social media<br />
• Blogging<br />
• E-newsletters to customers<br />
• Retailer websites<br />
• Consumer education<br />
• Community outreach<br />
• Drive health and wellness strategy<br />
• Training of department heads<br />
• Manage point-of-purchase systems (Guiding Stars, Nuval)<br />
• Influence merchandise assortments<br />
• Partner with food vendors/manufacturers<br />
• Recipe development<br />
• Partnerships with pharmacy on disease management<br />
• Employee health and wellness<br />
• Private label – labeling, regulatory affairs, nutrition strategy
Emerging Retail RD Role<br />
Medical Nutrition Therapy in the Grocery Store
DISCUSSION TOPIC #4<br />
TAPPING THE SHOULDER OF TALENT<br />
How to Find a RD<br />
How to Hire a RD<br />
Essential Traits for Success
DISCUSSION TOPIC #5:<br />
WHAT SUCCESS LOOKS LIKE<br />
Measuring the ROI of health<br />
& wellness programs
Kim Kirchherr<br />
847.951.0154 kimberly.kirchherr@gmail.com<br />
Annette Maggi<br />
651.485.7787 annette@retaildietitians.com<br />
Allison Yoder<br />
515.440.4940 AYoder@hy-vee.com<br />
Thank you!
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