Brain Food

Tops in Produce Rewards

A tip of the hat to Williamsville, N.Y.-based Tops Markets LLC, which has teamed up with Independent Health for a incentive-based program that will reward the health plan’s members for purchasing fresh fruits and vegetables. Buffalo-based Independent Health is the first health plan in New York state to introduce as part of its health coverage a nutrition benefit that provides members with the opportunity to receive money-back rewards for buying fresh produce. The nutrition benefit, which will be available exclusively to Independent Health members beginning Jan. 1, 2014, will be tracked through the grocer’s “BonusPlus” program. Participants can earn up to $1,000 per family plan and up to $500 per single plan annually.

Redefining Roles

As women represent the sole or primary breadwinner in 40 percent of households, the classic image of “Mom as homemaker” is quickly fading. Similarly, 75 percent of men say they’re taking a more active role in the kitchen. Further, though moms have the most influence on purchase decisions, many dads are just as concerned about the role food plays in their families’ well-being. In fact, more than 65 percent of moms and dads said what they eat is a reflection of their personal values, and were in lockstep when it came to what attributes were most important when making food choices, such as limiting processed foods, buying locally, nutrition quality, taste and freshness.

— Edelman’s “America’s Kitchens: Redefining Roles and Values” study.

‘Sweet’ Uncertainty

Americans’ consumption of sugar has decreased by 35 percent in the past 42 years, according to the USDA, but the results of a recent poll show that most parents — 75 percent, in fact — believe just the opposite.

The majority of parents surveyed also overestimated the number of calories in a teaspoon of sugar. In fact, 71 percent believe that there are 20 or more calories in one teaspoon, and almost 30 percent believe the caloric value is upwards of 100. Only 7 percent answered correctly, estimating 15 calories per teaspoon.

— Harris Interactive on behalf of The Sugar Association

234%

The percentage increase in digital coupon redemption volume during the first half of 2013

—Inmar.

What’s the Big Idea?

“Prepared food departments should almost consider themselves to be separate restaurants. They are really competing with quick-serve restaurants (QSR) and fast casuals in areas like quality and value. Unlike restaurants, supermarket shoppers don’t have a menu that lets them know what’s available. Accordingly, supermarkets have some clear actions to take — some as simple as making it easier for shoppers to see what items are available or on special.”
—Brian Darr, managing director at Datassential, discussing top-line results of an in-depth study, “Supermarket Prepared Foods: Evolution Toward a True Foodservice Model,” which surveyed more than 2,000 regular supermarket shoppers and 76 operators to provide a comprehensive analysis of how supermarkets can grow their prepared food departments

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