Progressive Grocer

MAR 2017

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For Inspiration's Sake Connecting with consumers in meaningful ways can enrich their experiences with retail prepared foods. A D V E R T O R I A L Lisa Schnurr and her son, Scot t, use store-prepared meatballs to simplif y a pasta dinner. In the final installment of a three-par t series covering Tyson Foods' Prepared Foods Challenge, four Chicagoland families use their newfound knowledge of prepared foods to put fresh meals on the table. I f retailers really want to build loyalty, redefine the deli as a store destination and capitalize on increased demand for fresh prepared foods, they need to get consumers on board. Springdale, Ark.-based Tyson Foods recently conducted an experiment that suggests retailers can create a more effective shopper's journey with communication and education tactics that inspire consumers to use the benefits of the entire store for their convenient meal solutions. "We need to focus on consumers and what makes sense to them," concluded Eric Le Blanc, director of marketing for Tyson Foods. "We need to move away from product-centric thinking and move toward shopper-centric thinking and meal-centric thinking. Focusing our efforts on educating and inspiring the consumer is the most important thing we can do and the execution of that is critical." The Path to Inspiration Tyson Foods' and Redwood City, Calif.-based marketing firm Green Bear Group's "Prepared Foods Challenge" called upon four Chicagoland families to exclusively use prepared foods from their local supermarkets to assemble seven consecutive family dinners. On days one through three of the Challenge, no help or advice was given to the Keeley, Ramirez, Schnurr and Gebien families, leaving them frustrated and disappointed by what they consid- ered an overall lack of product variety, freshness and quality in the prepared foods department. Charlie Baggs, executive chef and president of Charlie Baggs Culinary Innovations, visited the families on days four, five and six of the Challenge and quickly changed their perceptions, edu- cating and inspiring them to use prepared foods in new ways and to enjoy the benefits of the supermarket in its entirety. Among other tips, Baggs offered advice on planning ahead for shopping excursions, the best ways to navigate a grocery store, using prepared foods for multiple meals as a cost-saving measure, and taking advantage of what's available in other store departments to enhance prepared foods and create more complete, cohesive meals. "I'm not here to teach them how to become a chef, but I may be able to teach them how to use prepared products to their advantage and how to complement a prepared food item with other fresh ingredients," said Baggs. By day seven the four families were on their own again, this time equipped with what they learned about fresh prepared foods on days four, five and six. T Y SO N F OO DS ' P R E PA R E D F OO DS C H A L L E N G E PA RT T H R E E PREPARED FOODS INSIGHTS

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