REtail Dietitians: How to Engage Shoppers to drive beef sales

Consumers look to retailers for education on nutrition and health

Health and nutrition are top of mind for consumers and can be a barrier when deciding to purchase beef. With more dietitians working in retail grocery, there's an opportunity for meat departments and dietitians to work together to help consumers understand the meat case, the nutritional benefits of beef, enhance food safety and provide meal solutions.

Here are ideas on how to educate consumers about beef's positive health, nutrition and taste attributes.

Beef in the Early Years 

The American Academy of Pediatrics, the Women Infants and Children’s Program (WIC) and now for the first time ever, the Dietary Guidelines for Americans recommend introducing solid foods, like beef, to infants and toddlers, in order to pack in every bite with protein, iron, zinc and choline.1-5  Read on to learn how and why to incorporate beef through various life stages. 

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BEef Nutrition Continuing Education

The Beef Checkoff has launched a new continuing education portal for healthcare professionals, the Beef Nutrition Education Hub. From evidence-based educational webinars, to podcasts featuring credentialed health experts and immersive learning experiences, individuals will have access to a variety of complimentary resources and can earn up to 30 continuing professional education units (CPEUs) through the Commission on Dietetic Registration and the American College of Sports Medicine. Healthcare professionals must register in order to access content eligible for CPEUs.

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Shopper Guidance in the Beef Case – From Confusion to Confidence 

The following tips for store tour education, with a focus on the beef case, were developed with Shari Steinbach, MS RDN, a nationally-recognized food and nutrition consultant.

In-store demos

Hold cooking and tasting demos in the meat department, led by a dietitian. Draw shoppers in with beef's aroma and taste, and engage them by sharing quick tips on beef's nutrition and versatility.

  • Select recipes that are quick and easy to prepare
  • Cross merchandise recipe ingredients near the demo station
  • Display recipe cards or meal ideas as a takeaway for shoppers

Cooking Classes

Offer cooking classes led by a dietitian or trained store associate to go more in-depth on preparation methods and beef’s nutrition in a hands-on setting.

  • Schedule cooking classes at different times of day to appeal to a range of shoppers
  • Inform attendees on the nutritional profile of the meal being prepared and how to pair it with fruits, vegetables and other nutritious sides
  • Educate attendees on the beef cut featured in the recipe, and why it works for the specific cooking method
  • Package other ingredients featured and pantry essentials in a “to-go” bag for purchase to increase store-wide sales

Identify Recommended Beef Cuts

Designate a specific beef cut each week as the “RD’s Pick” or “RD-approved" to call attention to lean beef options in the meat case.

  • Create a branded icon that the RD can use throughout the store, for aided awareness with shoppers
  • Include the pick-of-the-week in weekly circulars and featuring activity

RD-Endorsed Meal Kits, Heat n Serve, Recipes & Handouts

Collaborate with store chefs to create healthy and convenient meal kits with lean beef, making it easy for busy shoppers to cook nutritious meals at home.

  • Display recipes and materials at the point-of-sale; make it clear that they are endorsed by your store's corporate or in-store dietitian
  • Include nutrition information for recipes and meal solutions
  • Provide handouts or links to online content about the many lean beef options with and the nutrients found in beef

Extend nutrition and health education through Omni channel marketing shopper engagement

Incorporate messaging about healthy beef meals through your store’s marketing channels.

  • Create content for the store’s social media platforms, including conducting Facebook Live chats and cooking demonstrations. Use our wide library of recipes and food photography when creating content.
  • Work with marketing staff to create educational and informative content for the store’s website, online shopping portals and mobile applications.