PBH lines up more retail Powerful Produce Pairings this year

SCOTTSDALE, AZ – The Produce for Better Health Foundation plans to run more retail partnerships with produce and other foods after a successful trial in 2018.

At its annual meeting April 24, PBH confirmed at least four programs this year starting with Fresh Thyme Farmers Market in May, and regional retailers Schnuck Markets, Coborn’s and HyVee in the summer, and also one in 2020 with HyVee using the new Have A Plant tagline, said consultant Annette Maggi.

Retail dietitians are an important part of these promotions, several explained on a panel.

When asked how produce suppliers can get more cooperation from retailers, Ashley Kibutha, registered dietitian lead for Coborn’s, said, “Suppliers should specifically ask for the retail dietitian to be part of the program.”

Kibutha said another reason the pairings work is because they address different dietary needs in one meal solution.

Kara Behlke, director of health and wellness strategy for Schnucks, said retail dietitians know that their jobs depend on driving sales for their chain, and its 2018 pilot program showed significant sales lift. “Sales matter at the end of the day,” she said.

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Behlke also noted that different pairings work in premium stores vs. value stores.

“Our research shows that younger consumers do not plan,” for meals. “These partnerships save them time.”

She said having PBH’s endorsement and help pulling the partnerships together are critical.

“PBH has a huge following and network,” Behlke said. “And they make my life easier.”