Gluten-Free Stores - Wisconsin Grocers Association

simply grab just anything on the run as
most shoppers can. Trips to restaurants or
lunch meetings become issues. We must
carry food for these meals or go without.
That’s why grocery products that allow
people to have fast, convenient gluten-free
meals are of great importance. And that
includes foods from all departments, from
meat to deli to frozen foods and dairy.”
For many years gluten-free shoppers have
been neglected by grocers but that is
changing as more gluten-free products are
becoming available. In fact, the quality
and variety of gluten-free food items on
the market is increasing almost daily.
Quillin notes, “Today, there are many
high quality national manufacturers like
General Mills, Frito-Lay, and Betty
Crocker who embrace gluten-free
products and help customers make
healthy lifestyle choices.”
If you want to create a following of
customers who share these needs and who
will likely become regular customers,
Quillin says, “Create a store with glutenfree
products within your store. It is also
helpful to have someone on staff that lives
that lifestyle and can offer first-hand ideas
about building your department.”
If you don’t have
someone who
understands the
needs of someone
with celiac disease
Quillin says, “Get
advice from people
who can help you.
There are support
groups in every
community. They
can help with
product selection
because it makes
their life easier.”
Quillin knows these are aggressive
approaches, but he says, “In our
experience, the results were immediately
realized.”
How do grocers increase loyalty among
people shopping for gluten-free
products? Quillin points out there are
two main areas of concern for gluten-free
customers. “Price and convenience. Since
gluten-free products fall under the
Specialty Foods
category in most
grocers’
distributions, the
grosses are
typically much
higher in most
cases than they
need to be.
Gluten-free
shoppers are used
to this, but when
specials are
offered, they tend
to stock up much
more than the
traditional
shopper.”
At Quillin’s they
occasionally
feature “glutenfree
days” and
offer 10 percent
off the category
of products.
“That has
resulted in 300-
to 400 percent
sales spikes on the days we feature this
sale,” he says.
How easy is it to
find gluten-free
products in your
store? “If you
aren’t identifying
a gluten-free area
so the items can
easily be
identified it is
frustrating for the
shopper,” says
Quillin. “Take
time to identify
the area so people
with celiac disease
or those looking for gluten-free products
have an easy and enjoyable shopping
experience.”
If you want to create a
following of customers
who share these needs
and who will likely
become regular
customers, create a store
with gluten-free products
within your store.
More gluten-free labeled
products
Imagine being newly diagnosed with
celiac disease and you are standing in the
aisle of the supermarket trying to figure
out what you can and cannot eat.
Kehe is the largest employee-owned
specialty food distributor in the U.S.
We carry 35,000+ items including grocery, dairy,
deli and frozen foods. We at KeHE are
dedicated to the success of our customers and
suppliers by providing exceptional marketing,
merchandising and distribution services.
900 N. Schmidt Road • Romeoville IL 60446
800-995-5343
Contact Greg Hoard, Divisional Sales Manager, at Ext. 1652
>>>
Celiac Disease
Celiac disease is digestive diseased caused by
a reaction to eating gluten. Areas of villi in the
lining of the small intestine are harmed, which
affects the body’s ability to absorb nutrients
from food properly. As a result, one will
become malnourished, regardless of how much
food he or she eats. Gluten is a protein found
mostly in wheat, barley, rye, and possibly oats,
but it can also be found in everyday products
such as medicines, vitamins, and lip balms.
About 2 million people in the United States
have the disease, yet the exact cause of celiac
disease is unknown. This condition can develop
at any stage in life, from infancy to adulthood.
People who have a family member with the
disorder are at an increased risk for contracting
the disease. In addition, women are affected
more frequently than men. Because the
symptoms of celiac disease vary greatly from
person to person, it is difficult to diagnose;
however, it is unlikely that long-term damage
to the intestines will occur prior to diagnosis is
made. Although celiac disease cannot be
cured, a strict gluten-free diet can curb the
symptoms significantly.
2011 Summer WISCONSIN GROCER 23