Gluten-Free Stores - Wisconsin Grocers Association

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One of the toughest challenges of living with the disease is learning what is safe to eat. Countless hours over a period of a year can be spent trying to learn what products on grocers’ shelves are OK to eat after a person has been diagnosed with celiac disease or needs to exclude gluten from their diet. Many of the types of foods and brands that consumers have been eating all their life are off limit to those with celiac disease or those with gluten restrictions. But shoppers who are looking for glutenfree products will have an easier time finding tasty gluten-free snacks they’ve always enjoyed due to a new nationwide effort from Frito-Lay. The company is responding to consumer feedback and is rolling out a gluten-free snack labeling program in phases throughout 2011 Danielle Dalheim, Registered Dietitian and Senior Nutrition Scientist with Frito-Lay, says, “We want people to know that we have not reformatted out products. Our products are exactly the same with the same great taste people have come to expect from Frito-Lay products over the years. The new labels just confirm that the products are gluten-free. People who have been enjoying our snacks over the years can still look forward to the same taste—no matter if they are looking for a gluten-free product or not.” Consumers and grocers can check the Frito- Lay website (www.fritolay.com) to see which products have already been labeled. Currently, 20 products have been labeled as gluten-free. Dalheim says consumers with Celiac disease or those who suffer from gluten intolerance want to see the claim that products are gluten-free. We responded by labeling our snacks such as FRITOS ® Original Potato Chips and BAKED Lays ® Original Potato Chips with gluten-free labels.” Shoppers will be able to find the gluten-free claim on the back of snack bags below the corporate address as either a gluten-free symbol or as a written claim. Gluten-free labeling is a win-win situation for the consumer and for grocers. The label answers the question—is it or is it not glutenfree? It’s an important question that a growing number of consumers are asking. Dalheim says Frito-Lay’s labeling initiative gives shoppers an increased confidence knowing the product they want to purchase is gluten-free. “We’ve done the work for them so they don’t have to worry about whether they can still enjoy their favorite Frito-Lay snacks. They don’t have to find replacements for their old favorites.” Once you’ve attracted these consumers, they’re apt to buy everything else at your grocery store, but the key is to attract them. Educate your customers Interest in gluten-free foods is growing so fast—about 20 percent annually—that sales of gluten-free food products have topped $2.2 billion in the U.S for the past couple of years. It is estimated that one out of 133 people are afflicted with celiac disease so a growing numbers of grocers see it as a category that can’t be ignored. KeHE Distributors (www.kehe.com) helps grocers sell to this segment by providing a large array of gluten-free products as well as providing merchandising assistance. Once you’ve attracted these consumers, they’re apt to buy everything else at your grocery store, but the key is to attract them. What will it take to grow a gluten-free presence in grocery stores and sustain it long term? Dan Creedon, category manager with KeHE, says, “A commitment from the retailer is key. Educating and engaging the gluten-free consumer won’t happen overnight, but shoppers will be very loyal to grocers who meet their needs in a single grocery shopping trip.” Creedon’s tips for making that happen starts with education. “That is critical to a grocer’s success in selling gluten-free items. In order to build a following for gluten-free products you have to educate consumers about the products you carry. One way to do that is to connect with or work directly with local celiac support groups.” Grocers may also want to think outside the box by arranging for consumer education events and signage at the store. Creedon says, “Connect with your customers by hosting an in-store meeting about gluten-free products, cooking classes, or giving them a store tour. And don’t forget about store signage so shoppers easily and quickly know you carry products that benefit them.” Creedon says another way to reach this customer base is by planning a special instore focus during the Celiac Awareness Months of May and October. “This can be especially effective for stores that are just beginning to carry gluten-free products.” But Creedon points out the key to attracting and retaining gluten-free customers is to not overlook them at other times of the year. “Just because a person has celiac disease it doesn’t mean they don’t want to have cookouts and barbeque in summer or bake holiday cookies and pastries.” Creedon, who has seen the most growth in gluten-free prepared food as opposed to ingredient-based categories, has found that many customers with celiac disease are looking for quick meal solutions. “Even though they’ve been diagnosed with the disease, they may have already had their shopping patterns established,” says Creedon. “Just remember that people with celiac disease do not automatically have more time to bake or cook everything from scratch.” 24 WISCONSIN GROCER www.wisconsingrocers.com
P R O F E S S I O N A L C A R D S Corey Wehling SR. KEY ACCOUNT MANAGER cell: 262 247-5890 corey.wehling@anheuser-busch.com 1-800-359-1032 badgerinv@aol.com • www.badgerinventory.com Madison Office 608-839-5441 Brookfield Office 262.786.3446 875 E. Wisconsin Avenue • Milwaukee, WI 53202 www.roundys.com Phone 414-231-5000 Serving the Real Independents! Certco, Inc. Dave Ryman, Director of Sales 5321 Verona Road Madison, WI 53711-6050 (608) 271-4500 dryman@certcoinc.com • www.certcoinc.com CRYSTAL FARMS Distributor of fine refrigerated products to supermarkets in over 40 states, including: • Crystal Farms Cheese • Better ’n Eggs • Simply Potatoes • All Whites • David’s Deli Bagels Contact Steve.Fish@michaelfoods.com (920) 648-3466 Your association-endorsed insurance provider for workers compensation. WGA ENDORSED VENDOR We also offer GRO-SURE, an outstanding property/casualty program available specifically for food retailers. So whether you own a neighborhood convenience store or are part of a supermarket chain, it’s worth checking out what Society has to offer! 150 Camelot Drive, PO Box 1029, Fond du Lac, WI 54936-1029 888-5-SOCIETY (888-576-2438) societyinsurance.com The Right Partner Makes All the Difference David Hervey Chain Account Manager – Wisconsin 3939 W. Highland Blvd., Building 35, Milwaukee, WI 53201 414.931.4952 C: 414.732.4815 F: 414.342.1437 Hervey.David@millercoors.com Thomas Branta, Market Development Manager 262-308-7548 Brad Miller, Vice-President Market Development 630-743-9226 Jeff McClure, Area Sales Director 920-436-1509 Russ Czapar, Area Sales Director 262-359-0087 Green Bay Distribution Center 451 Joannes Ave., Green Bay WI 54304 Pleasant Prairie Distribution Center 7400 95th St., Pleasant Prairie, WI 53158 PAN-O-GOLD Baking Co. 1000 Wilburn Road Sun Prairie WI 53590 Visit us online at WiLottery.com (608) 834-1816 (877) 457-7860 Watts Line 2011 Summer WISCONSIN GROCER 25
Page 1 and 2: Three Wisconsin Grocers Certified G
Page 3 and 4: 2011 Summer WISCONSIN GROCER 3
Page 5 and 6: WGA Officers Chairman Brad Brooks A
Page 7 and 8: From the PRESIDENT Another One Day
Page 9 and 10: Legislative Special REVIEW GROCERS
Page 13 and 14: T H E G R E E N G R O C E R P R O G
Page 15 and 16: Efficient, professional distributio
Page 17 and 18: places like southern Indiana, it ma
Page 21 and 22: AROUND THE STATE Around the State s
Page 23: simply grab just anything on the ru
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