Produce and Longevity

Originally printed in the January 2018 issue of Produce Business.

Marketing the connection to sell more produce.

Hannaford shares health and wellness messages with customers through its Guiding Stars nutrition program.

Only one food group universally and incontestably is linked to health and longevity – fruits and vegetables. So why, according to Centers for Disease Control, does only one in 10 Americans eat the recommended number of daily servings? Why do ubiquitous programs such as 5 A Day and More Matters barely move the stubborn consumption needle?

Today’s consumers send mixed messages. In the most recent Produce for Better Health Foundation report: Primary Shoppers’ Attitudes and Beliefs Related to Fruit & Vegetable Consumption, 2012-2016, respondents rank eating more vegetables, less sugar and more fruit as factors most important to good health. Yet they say they don’t eat enough, and consumption dropped from 2014 to 2016. The International Food Information Council (IFIC) Foundation’s 2017 Food and Health Survey found that a majority of consumers say they seek health benefits from what they eat, but almost half can’t identify a single food or nutrient with health benefits.

Meanwhile, the produce industry continues to search for answers. Might the longevity connection resonate with today’s consumers, and what can the produce industry do to market it?

Retailers are on the Front Line

According to Rick Stein, vice president, fresh foods, Food Marketing Institute (FMI), Arlington, VA, produce department staff members play an important role in sharing health messages with older and younger shoppers. “Holistic health is an emerging and growing trend. Our research shows Millennials, in particular, want information about fruits and vegetables, so knowledgeable staff members are critical. Educating consumers with relevant health and wellness information can encourage purchases and build loyalty and trust.”

“Health and wellness, with a focus on produce and fresh, have to be incorporated into a business model for competitive advantage,” says Sue Borra, RD, chief health and wellness officer, FMI. Borra predicts the current trend toward meal kits and solutions offers opportunities to blur lines between departments and encourage staff members to work together on health messaging.

Hannaford Brothers Co., Scarborough, ME, prepares produce associates to answer questions and explain unfamiliar items. The supermarket chain holds regular “huddles” for sharing information and highlighting new programs and items. Its Guiding Stars nutrition navigation program, which helps consumers find the most nutritious foods in the store, shines in the produce department. Dietitian Allison Stowell, RDN, says “through Guiding Stars, nutrition demonstrations, sampling, classes and tours, Hannaford shares health messages with customers and allows them to experience and learn about fresh produce.”

Price Chopper uses bold signage and other initiatives, including nutritional information from dietitians, to inform customers of
the health benefits of produce.

Rick Hogan, produce education director, Hugo’s Family Marketplace, Grand Forks, ND, has become a highly trusted health advisor whose mission is to share his passion about produce to help consumers eat more healthfully. Hogan presents seminars in the local high school, as well as in senior centers, that teach people how to choose and care for fruits and vegetables, noting shoppers will turn away from produce if items spoil at home and have to be thrown away. “I show people that eating fresh produce can be less expensive than snack foods, and that’s before considering the cost of medical care, doctor visits and medicines for people who don’t have a healthy diet.”

With the abundance of positive messages about produce and longevity, retailers can’t go wrong promoting fresh fruits and vegetables to their customers. “Messages about produce and longevity are making their way to the public, and customers will be making purchasing decisions based on this information,” says Leslie Redmond, PhD, RDN, nutrition communications specialist, California Strawberry Commission, Watsonville, CA. “Retailers can gain the trust and loyalty of their customers by stocking and promoting foods like strawberries because it shows they are invested in their customers’ health and well-being.”

Retailers face the challenge of not being heard when they communicate about health and longevity. Barbara Ruhs, RDN, an Arizona-based supermarket dietitian who works closely with Avocados from Mexico, asserts, “Stores have a lot of message noise. Generic health messages may not have impact because consumers have seen and heard them for years. That’s where subliminal marketing tools from trade associations, such as displays, packaging and the Heart Check logo, can be helpful for educating store personnel and customers at point of purchase.”

“In some chains, retail dietitians create a ‘bridge’ between the pharmacy by promoting produce as part of pharmacy-based customer counseling sessions.”

— Shari Steinbach, Retail Consultant

Supermarket chefs can and should be part of the health marketing team. The Culinary Institute of America’s (CIA’s) Strategic Initiatives Group provides a portfolio of health and wellness initiatives for foodservice professionals through conferences and materials. The CIA encourages a plant-forward style of cooking and eating that emphasizes and celebrates, but is not limited to, plant-based foods. In retail, the CIA’s Appetites + Innovations collaborative and forum convenes senior executives and decision-makers to advance culinary cultures and innovation in prepared foods, grocerants and foodservice located within retail settings. CIA students, including those who accept jobs in supermarkets, learn in their nutrition classes about the health-enhancing characteristics of fruits and vegetables.

The Supermarket Dietitian as Produce Partner

The supermarket dietitian can serve as an important ambassador for the produce department. New research by the Alliance for Food and Farming, Watsonville, CA, names dietitians and nutritionists as the most credible sources for information. “In-store dietitians are in a unique position to influence consumer food choices,” says Bil Goldfield, director, corporate communications, Dole Food Company, Westlake Village, CA. “They can provide nutrition consultations, health events, cooking classes, customized store tours and much more. Working with in-store dietitians is an effective way to communicate health and longevity messages to consumers.”

“In some chains, retail dietitians create a ‘bridge’ between the pharmacy by promoting produce as part of pharmacy-based customer counseling sessions,” explains Shari Steinbach, RD, a Grand Rapids, MI-based retail consultant formerly with Meijer. “The pharmacy also is a great place to educate senior shoppers on produce benefits to long-term health.”

“Our produce teammates usually don’t discuss longevity per se with customers because their goal is to make produce look beautiful in order to inspire purchase and enjoyment. They learn via digital training about the care, handling, display and basic nutrition attributes of produce in their department,” says Ellie Wilson, MS, RDN, senior nutritionist, Price Chopper and Market 32, Schenectady, NY. “Supermarket dietitians are ‘super fans’ of the produce department who can bring a variety of resources to the produce team. They help elevate nutrition attributes at the shelf and through sampling and education. Their face-to-face and social media communications focus on health benefits and ways to maximize produce intake, with the central message of more is better across the lifespan.”

At one Hy-Vee supermarket in Des Moines, IA, customers get their pick of high-quality produce as well as tagged healthful advice from the store’s dietitian.

“We have a number of initiatives that focus on the health benefits of produce, including our superfoods program highlighting our most nutritious food choices throughout the store, including more than half in produce,” says Kathryn Long, RDN, LDN, healthy living coordinator, Weis Markets, Sunbury, PA. “We post a sign near each item that includes nutritional attributes and a usage tip. We also recently rolled out a program that spotlights foods important to gut health, including sources of fiber such as apples, asparagus, bananas and onions.” In-store dietitians also provide periodic in-services to produce associates, educating them on health and wellness programming being executed in their department so they are able to communicate key messages to shoppers.

Hannaford’s Stowell also notes the value of the supermarket dietitian as a resource to the produce department and to consumers. “Through sampling, recipes and key talking points, we help ensure that the produce department can easily speak to the health and disease prevention benefits of their products.”

“I see a need for more health and nutrition training by dietitians for produce staff and department managers,” says Steinbach. “If produce department personnel provide longevity information to shoppers, along with guidance on selecting, storing and using fruits and veggies, shoppers will feel successful and are more likely to buy those items again. Managers need to buy into the need for their staff to receive education and then engage with shoppers to provide tips in the department, while dietitians need to show that this sort of consumer interaction promotes sales and loyalty.”

The involvement of dietitians has been shown to increase produce sales. In a Blue Zones project in Albert Lea, MN, a dietitian at the local Hy-Vee tagged “longevity foods” throughout the store and offered monthly cooking classes on fish, fruits and vegetables. As customers entered the store, she made sure they were offered shopping lists of healthy foods. “It turned out to be a good business decision,” says National Geographic fellow Dan Buettner, who coined the term Blue Zones for 41 communities in the world that are characterized by longevity. “Monthly sales figures for some 30 items tagged with longevity labels later showed an average increase of 46 percent compared to the previous year.”

Ruhs encourages brands and companies to include the supermarket dietitian in meetings with retail produce personnel. “I would be happy to do an in-service for one or more corporate dietitians, along with produce personnel. Produce folks need to work across all store departments to increase their value and health messages to customers.”

Reputable Resources Help Retailers Spread the Word

Produce departments have access to an abundance of third-party resources that promote long-term health. Dole sits at the intersection of science and produce as the only produce company with a dedicated focus on nutrition education and its effects on wellness and longevity through the Dole Nutrition Institute. “In fact, we created a state-of-the-art research facility specifically to provide the public with scientifically validated information on fruit and vegetable nutrition,” says Goldfield. “When our peer-reviewed research renders fruitful findings on beneficial compounds, we identify for retailers and dietitians any of Dole’s fresh fruit and vegetable products that contain those compounds.”

Trade and commodity organizations offer resources for supermarket dietitians that also can be useful for produce personnel. The Cranberry Institute provides science-based resources and maintains an up-to-date library of research related to cranberries and human health. It also creates infographics, handouts, toolkits, social media posts and other resources. The California Avocado Commission provides retailers with ongoing communication, including health and nutrition information. Its materials (bins, POS, brochures/recipe tear pads, etc.) help improve the appearance of the department and displays. The US Highbush Blueberry Council shares e-blasts, toolkits, infographics, health information and usage tips to supermarket dietitians. The National Watermelon Promotion Board offers educational tools and POS materials to educate customers on both health benefits and choosing the best watermelon.

Most materials do not and cannot talk about longevity. Sloan, of the California Walnut Board and Commission, explains that as a commodity board under a government marketing order and with an affiliation with the American Heart Association, any statement has to be approved by those two bodies. The Hass Avocado Board, whose research and resource efforts are focused on weight management, Type 2 diabetes, cardiovascular health and healthy living, may use taglines such as good source of fiber, naturally good fats, nutrient-rich and heart-healthy, but may be required to use a disclaimer at POS, such as “while many factors affect heart disease, eating avocados as part of a diet low in saturated fat and cholesterol may reduce the risk,” says Emiliano Escobedo, executive director, Hass Avocado Board.

Longevity ­— Adding Years To Life Versus Adding Life To Years

Among industry professionals, longevity increasingly refers to quality of life as well as number of years. Terry Humfeld, executive director, The Cranberry Institute, Carver, MA, defines longevity as resilience and the ability to stay healthy throughout one’s lifespan. Dr. Katz describes longevity as years in life and life in years.Leslie Bonci, RDN, spoesperson, California Prunes, notes the health benefit of prunes help older adults to be “hale not frail.”

“Saying long life says nothing about the quality,” says Sloan of the California Walnut Board and Commission. “We shouldn’t simply aim to add more years. Those years should be characterized by the ability to live and function independently and by being free of commuincable and chronic diseases. That’s why we can say that strawberries help protect against several chornic diseases but cannot say that strawberries increase longevity. We use the term ‘healthy aging’ more than longevity, and our research looks at disease states and quality of life. We do know, however, that populations eating a more plant-centric diet with walnuts, and having a healthy lifestyle, do live longer.

Messaging to Motivate Consumers

Longevity and health messaging are unlikely to sell more produce by themselves. According to the Food Marketing Institute’s Power of Produce, produce often is an impulse buy, with top drivers of unplanned purchases being eye-catching displays, hot deals, sampling, recipe and serving ideas and nutrition callouts.

Appearance ranks far ahead of price and nutrition in the produce purchase decision tree. Shoppers also express a strong desire for expanded assortments in locally grown, seasonal, organic, sustainably grown and fair wage/living wage produce items. They do associate fresh produce with digestive health, heart health, healthy weight and having essential nutrients in the diet, and it’s these specific benefits rather than longevity that may be effective in callouts and in-store signage.

Industry veterans remain skeptical. “The nutrition story doesn’t fly,” says Dick Spezzano, produce industry consultant, Monrovia, CA. “People know they can live healthier and maybe longer if they eat fresh fruits and vegetables. That’s not what sells. We need to make it easier to eat fresh produce by taking the mystery out of selection and cooking, ramping up in-store marketing, and enhancing store websites.”

“I would never make a claim regarding eating nuts to live longer,” says Chad Hartman, director of marketing, Tropical Foods, Charlotte, NC. “We don’t do that type of messaging. Health is part of a bigger package.”

“We conduct a lot of research on the health effects of berries on diabetes, metabolic syndrome, cancer and heart disease but we can’t make a claim for longevity,” says Mary Ann Lila, Ph.D., director, Plants for Human Health Institute, North Carolina State University, Raleigh. “I suggest marketing color for health — colors are the beacons for benefits.”

“So many factors contribute to longevity, including genetics, lifestyle, personal habits, exercise, risk behavior and diet,” says Steve Muro, president, Fusion Marketing, Chatsworth CA. “Can we encourage a healthy diet that is rich in produce? Yes. Can we offer promises of increased life spans? No. I suggest that produce managers arm themselves with information on quick and easy preparation and new usage ideas instead. Emotional messaging related to parenting may also have an impact. Feelings are powerful human drivers that can change behavior more than logic can.”

“Consumers are scrutinizing everything, and we need to get them not to second-guess that fruits and vegetables are healthy,” says Lisa Hansen, vice president, McDill Associates, Soquel, CA. “It’s a given that produce helps people live longer and healthier. How do we help consumers make produce part of every meal? It requires the retailer, marketer and grower to work together on innovations like single serve items in a car cup or veggies cut into fun shapes. Healthy is fun, and it doesn’t have to be complicated. If going with a health message, make it compelling and relevant. Consider co-branded content for retailers. Partner with others for co-branded content that includes infographics, tip sheets, website templates and digital campaigns. But maybe health isn’t the most important message; usage is.”

Social Media Speaks

Social media continues to provide a vehicle for engaging consumers and creating pull for produce. The Produce for Better Health Foundation’s (PBH’s) consumer-focused Fruits and Veggies — More Matters Facebook page recently reached its 1 million “Likes” milestone, emphasizing its leadership position as a trusted source for information, health research and tips on fruits and vegetables. PBH produced its first Facebook Live segment in fall 2017 and manages Twitter, Pinterest and Instagram pages.

Personal and in-store technology simplifies communications with customers. Shoppers in general and Millennials in particular will use smartphone apps to scan labels and research items before buying. Food Marketing Institute’s RD, chief health and wellness officer Sue Borra predicts a rise in cooking videos and other ways to marry in-store and digital experiences. “Retailers can create in-store apps with information and answers so that shoppers don’t have to search for department personnel,” says Dick Spezzano, produce industry consultant, Monrovia, CA. “They also can access training videos for staff.”

“Additionally, personalized nutrition solutions open up a very different area,” says Borra. “Consumers today are less interested in, say, heart health and more in my health profile and what meals are right for me.”

A Sampling of Links to Long-Term Health

Almonds
Reduced risk of diabetes, blood glucose management, reduced inflammation, weight management

Avocados
Healthy body weight, nutrient adequacy, reduced risk of chronic diseases such as Type 2 diabetes and heart disease; may benefit cognition and working memory

Berries
Reduced risk of mortality, heart health, neuroprotective benefits, cancer chemoprevention, antidiabetic properties

Blueberries
Cardiovascular health, improved insulin response, brain health, anticancer properties, gut health; longevity in animals

Cranberries
Urinary tract health, heart health, improved blood pressure, healthy immune system functioning, oral health, anti-inflammatory nutrients that may lower risk of heart disease and certain cancers

Cruciferous vegetables (broccoli, cauliflower, cabbage, etc.)
Reduced cancer risk, lower risk of heart disease

Nuts
Reduced overall mortality and mortality from some types of cancer, coronary heart disease, cardiovascular disease, diabetes and respiratory disease. Lower risk of being overweight and metabolic syndrome.

Prunes/dried plums
Bone health

Purple sweet potatoes
Health and longevity

Strawberries
Reduced risk of mortality, obesity, Type 2 diabetes, cognition

Walnuts
Heart health, cognitive health, reduced cancer risk, gut health, lower mortality rates

Science Says

News regarding fruits and vegetables continues to get better around the world. A review of studies on 12 different food groups found a positive association between eating vegetables, fruits, or nuts and lower death rates. In the UK, consumption of fruit and particularly vegetables has been associated with lower death rates from cancer and heart disease. Among older adults in two Chinese studies, fruit and vegetable intake correlated with a lower risk of dying. A Taiwanese study showed older adults who spent the most money on fruits and vegetables lived the longest. A French study found that risk of death was significantly lower among people who ate the most produce (and also ate fish regularly). Finnish men who ate the most berries, fruits and vegetables were least likely to die from heart disease or other causes.

Research conducted by Harvard University scientists overwhelmingly supports a relationship between fruits and vegetables, health and longevity. “Our studies are based on three large cohorts: the Nurses Health Study, Nurses Health Study 2, and Health Professionals Follow-up Study,” explains Vasanti Malik, PhD, research scientist, Harvard School of Public Health, Boston. “We look at healthy aging as it relates to intake of fruits and vegetables within the context of a healthy dietary pattern. Over and over, fruits and vegetables have an inverse relationship with diabetes and cardiovascular disease, meaning people who eat the most produce have the lowest risk of disease.” Dr. Malik cautions that one can’t draw conclusions about fruits and vegetables alone because they are eaten within the context of a dietary pattern.

National Geographic fellow Dan Buettner, who coined the term Blue Zones for communities characterized by longevity, asserts, “All of the diets of the Blue Zone centenarians have a “plant slant,” with cornerstones of beans and lentils, greens, local and seasonal vegetables, fruits and nuts.”

“The common denominator in Blue Zone diets is fruits and vegetables. The diets otherwise are incredibly diverse, for example, higher fat in the Mediterranean, lower fat in Asia, and vegetarian and vegan in Loma Linda, CA,” says David L. Katz, MD, director, Yale University Prevention Research Center, Griffin Hospital, Derby, CT. “Any good diet is high in fruits and vegetables; they’re the remedy to everything that ails us.”

It would be naive to think fruits and vegetables, or even diet alone, enhance longevity. A research group in London looked at the relationship between a combination of healthy behaviors and aging without disability, mental health problems or diseases such as heart disease, stroke, cancer or diabetes. The group found the more healthy behaviors, the greater the likelihood of successful aging.

Blue Zones Project

Several years ago, researchers teamed up with National Geographic to identify communities around the world with the highest life expectancy. Five communities — Barbagia region of Sardinia; Ikaria, Greece; Nicoya Peninsula, Costa Rica; Seventh Day Adventists (concentrated in Loma Linda, CA); Okinawa, Japan — stand out for their habits associated with longevity, including a diet rich in fruits and vegetables. Leveraging these learnings, the Blue Zones Project® is helping transform 41 communities across the U.S. into areas where the healthy choice is easy and people live longer with a higher quality of life. The 41 communities are:

Florida: Naples, Bonita Springs, Estero, Immokalee

Iowa: Fairfield, Harlan, Woodbine, Algona, Spirit Lake, Waterloo, Spencer, Sioux City, Oskaloosa, Muscatine, Mason City, Marion, Iowa City, Cedar Rapids, Cedar Falls

California: Redondo Beach, Manhattan Beach, Hermosa Beach

Hawaii: Central Maui, Wahiawa, Manoa/Makiki/McCully/Moiliili, Kapolei/Ewa, West Hawaii, North Hawaii, East Hawaii, Koolaupoko

Minnesota: Albert Lea

Oklahoma: Pottawatomie County

Oregon: The Dalles, Grants Pass, Umpqua, Klamath Falls

Texas: Fort Worth

Wisconsin: Horicon, Juneau, Mayville, Beaver Dam