By Jim Dudlicek / NGA Managing Editor and Content Strategist

At a time when access to nutritious food is more critical than ever, independent grocers play a pivotal role in serving diverse communities and promoting healthy eating habits.

The National Grocers Association Foundation Technical Assistance Center hosted a recent webinar that delved into innovative strategies and best practices for increasing fresh produce sales among SNAP recipients while simultaneously fostering inclusivity, affordability and health-conscious choices.

By embracing a customer-centric approach and leveraging the unique opportunities presented by SNAP, independent grocers can not only drive sales growth but also fulfill their mission of serving as pillars of support and nourishment within their communities.

The discussion was led by Jimmy Wright, owner and operator of Wright's Market in Opelika, Ala.; Mark Ledbetter, director of produce operations for Arkansas-based Edwards Food Giant/Cash Saver; and Kelly Hanson, Project Director for the NGA Foundation.

Here are some key takeaways from the discussion:

SNAP shoppers are often overlooked or misunderstood. SNAP shoppers have the same challenges as most Americans, so understanding them better will allow grocers to better set their produce department.

Who participates in SNAP? 41 million people in 2022, or 1 in 8 people in the United States. Nearly two-thirds are the elderly, children or disabled. Everyone on SNAP is low income, an eligibility criterion for participation. Participants are food insecure for a variety of reasons, and racially and ethnically diverse, with a high percentage of single-parent households, a majority of which have working adults.

What does this mean for your produce section? By participating in SNAP, customers are diverting more dollars to the produce department. Grocers have an opportunity to sell what they want by stocking culturally relevant produce options.

Customer engagement opportunities. SNAP customers are looking for ways to stretch their food budget. Single-parent households, working households and households with children need quick, simple and easy options for meal preparation.

Tailor product offerings to meet the needs of SNAP shoppers. Ledbetter outlined how Edwards is better serving SNAP consumers, including having a selection of affordable and high-demand products, emphasizing local and cost-effective sourcing, and maintaining competitive pricing through cost control.

Benefits of local sourcing include lower costs through reduced transportation and handling , as well as support for the local ag economy by partnering with nearby growers. Advertising local produce with social media, POS and in-store displays informs customers about availability and benefits of local produce.

Hispanic produce may be significant if there's high demand and cultural relevance in the communities you serve. Collaborate with local Hispanic vendors to effectively fill this need.

GusNIP funds nutrition incentive projects designed to increase the purchase of fruits and vegetables by low-income consumers. These projects bring together non-profit organizations to oversee programs and food retail sites where participants redeem incentives. \

Benefits of nutrition incentive projects include increased produce sales and customer loyalty, as well as a boost to the health of the community.

For more exclusive insights from this discussion, view a recording of the complete webinar at https://attendee.gotowebinar.com/recording/6324069167626825046.

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