Supermarket Perimeter - February 2020 - 15

T

ransparency has become one of the top concerns of grocery retailers and their supplier
partners, as American consumers - millennials and Gen Zers in particular - increasingly demand
to know as much about their foods as possible.
In response, the Washington, D.C.-based FMI - The
Food Industry Association has made transparency one
of its top priorities in recent years, with studies, webinars, a running blog and other programs and initiatives
dedicated to the issue.
David Fikes, FMI's vice president of communications,
community and consumer affairs, says that modern-day
consumers' concerns for transparency have deep roots.
"Two hundred years ago, everyone knew where and
how their food was produced because they were likely
involved in most aspects of its local production," Fikes
says. "This meant they were intimately aware of the hazards, costs and labor that accompanied food's journey
to the plate. There was no need to ask about their food's
story because they were an active part of its plot line."
Today, however, most shoppers are three, four or five
generations removed from the farm, Fikes says. The fact
that they lack a firsthand awareness of the details of their
food and its origins necessarily makes them curious. And
those asking these questions are seeking connection by
utilizing the tool they use for most of their connectivity
these days - their electronic devices.
"Consumers want retailers and manufacturers to be
open and honest about the ingredients and processes
used to ensure food safety as well as the source of the
ingredients used in the products," Fikes says. "Our U.S.
Grocery Shopper Trends research has well substantiated
that shoppers today ask more questions about their food
than ever before."

The right information,
not information overload
Some of that is due to the information-oriented nature
of things these days, where facts and figures fly freely.
Consumers are exposed to more data in a minute than
we could assimilate in a month. Shoppers want understandable, honest information that serves their needs,
supports their attaining health and wellness goals, offers
food safety assurance and promotes deeper trust in both
the products and the retailers who sell them.
"This shopper desire for transparency was a focus
in the Shopper Trends study," Fikes says. "Our annual
shopper behavior analysis found that shoppers increasingly look to retailers to cut through the confusion by
providing clear, practical information, empowering them
to make smart purchasing decisions."
One great way retailers and their supplier partners
can up their transparency games, Fikes says, is through
participation in the SmartLabel program, which provides

consumers with a
wealth of information
about a wide variety of products via
their phones or other
devices.
"More than 60 companies, 926 brands and
70,000 products participate in SmartLabel,"
Fikes says. "SmartLabel
and other technologies
that give consumers
in-depth details about
products are part of the future of supply chain transparency. Additionally, utilizing SmartLabel allows the
industry a quicker response time versus the cost and
time constraints of updating packaging."
Today's food retailer must work hand-in-hand with
the producer and the supplier to know the story behind
the food they sell, then seek out the most advantageous
means of sharing it.

More than 60 companies
and 70,000 products take
part in the SmartLabel
transparency program.

75% of shoppers said they
were more likely to switch to
a brand that provides more
in-depth product information
beyond what is provided on the
label. By contrast, in 2016,
only 39% of shoppers said they
would switch brands when
asked the same question.
Source: FMI and Label Insight

It's not enough, Fikes says, to just carry the product.
Retailers and suppliers must be able to introduce it to
the customer with the necessary background for the
shopper to make a connection. And if they can't do it
in person, they must help facilitate access to accurate
information online so that the story the customer finds
virtually is accurate and thorough.
"This is an opportunity for improvement for us," he
says. "We must get better at telling the whole story of the
food we sell."

Tools for success
FMI and the Kansas City, Missouri-based Center for Food
Integrity (CFI) have released a white paper, Transparency Roadmap for Food Retailers: Strategies to Build
Consumer Trust, to address the central importance of
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Supermarket Perimeter - February 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - February 2020

Supermarket Perimeter - February 2020
Editor's Note - Meat fights back
Contents
The wire
Meal matters
Building trust
Bakery - Europain 2020
Bakery - Sourdough
Deli - Soups
Deli - Asian Cuisine
Meat & Poultry - Packaging
Meat & Poultry - Grass-fed
Produce - Snacks
Produce - Berries
Seafood - Sustainability
Food Safety - Instore bakeries
Commissary Insider
Classifieds
Ad index
Fresh takes
Supermarket Perimeter - February 2020 - Supermarket Perimeter - February 2020
Supermarket Perimeter - February 2020 - BB - 1
Supermarket Perimeter - February 2020 - BB - 2
Supermarket Perimeter - February 2020 - Supermarket Perimeter - February 2020
Supermarket Perimeter - February 2020 - 2
Supermarket Perimeter - February 2020 - Editor's Note - Meat fights back
Supermarket Perimeter - February 2020 - Contents
Supermarket Perimeter - February 2020 - 5
Supermarket Perimeter - February 2020 - The wire
Supermarket Perimeter - February 2020 - 7
Supermarket Perimeter - February 2020 - Meal matters
Supermarket Perimeter - February 2020 - 9
Supermarket Perimeter - February 2020 - 10
Supermarket Perimeter - February 2020 - 11
Supermarket Perimeter - February 2020 - 12
Supermarket Perimeter - February 2020 - 13
Supermarket Perimeter - February 2020 - Building trust
Supermarket Perimeter - February 2020 - 15
Supermarket Perimeter - February 2020 - 16
Supermarket Perimeter - February 2020 - 17
Supermarket Perimeter - February 2020 - 18
Supermarket Perimeter - February 2020 - 19
Supermarket Perimeter - February 2020 - Bakery - Europain 2020
Supermarket Perimeter - February 2020 - 21
Supermarket Perimeter - February 2020 - 22
Supermarket Perimeter - February 2020 - 23
Supermarket Perimeter - February 2020 - Bakery - Sourdough
Supermarket Perimeter - February 2020 - 25
Supermarket Perimeter - February 2020 - 26
Supermarket Perimeter - February 2020 - 27
Supermarket Perimeter - February 2020 - Deli - Soups
Supermarket Perimeter - February 2020 - 29
Supermarket Perimeter - February 2020 - 30
Supermarket Perimeter - February 2020 - 31
Supermarket Perimeter - February 2020 - Deli - Asian Cuisine
Supermarket Perimeter - February 2020 - 33
Supermarket Perimeter - February 2020 - 34
Supermarket Perimeter - February 2020 - 35
Supermarket Perimeter - February 2020 - Meat & Poultry - Packaging
Supermarket Perimeter - February 2020 - 37
Supermarket Perimeter - February 2020 - 38
Supermarket Perimeter - February 2020 - 39
Supermarket Perimeter - February 2020 - 40
Supermarket Perimeter - February 2020 - 41
Supermarket Perimeter - February 2020 - Meat & Poultry - Grass-fed
Supermarket Perimeter - February 2020 - 43
Supermarket Perimeter - February 2020 - 44
Supermarket Perimeter - February 2020 - 45
Supermarket Perimeter - February 2020 - Produce - Snacks
Supermarket Perimeter - February 2020 - 47
Supermarket Perimeter - February 2020 - 48
Supermarket Perimeter - February 2020 - 49
Supermarket Perimeter - February 2020 - Produce - Berries
Supermarket Perimeter - February 2020 - 51
Supermarket Perimeter - February 2020 - 52
Supermarket Perimeter - February 2020 - 53
Supermarket Perimeter - February 2020 - Seafood - Sustainability
Supermarket Perimeter - February 2020 - 55
Supermarket Perimeter - February 2020 - 56
Supermarket Perimeter - February 2020 - 57
Supermarket Perimeter - February 2020 - Food Safety - Instore bakeries
Supermarket Perimeter - February 2020 - 59
Supermarket Perimeter - February 2020 - 60
Supermarket Perimeter - February 2020 - 61
Supermarket Perimeter - February 2020 - 62
Supermarket Perimeter - February 2020 - Commissary Insider
Supermarket Perimeter - February 2020 - 64
Supermarket Perimeter - February 2020 - 65
Supermarket Perimeter - February 2020 - 66
Supermarket Perimeter - February 2020 - 67
Supermarket Perimeter - February 2020 - 68
Supermarket Perimeter - February 2020 - 69
Supermarket Perimeter - February 2020 - 70
Supermarket Perimeter - February 2020 - 71
Supermarket Perimeter - February 2020 - Classifieds
Supermarket Perimeter - February 2020 - Ad index
Supermarket Perimeter - February 2020 - Fresh takes
Supermarket Perimeter - February 2020 - 75
Supermarket Perimeter - February 2020 - 76
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