ATLANTA — More and more consumers are cooking from scratch at home, but they need help, and supermarkets can and should provide it, Jeff Noddle, Supervalu's executive chairman of the board, told seminar attendees here at the International Dairy-Deli-Bakery Association's Dairy-Deli-Bake 2009 seminar and expo.

"Generations X and Y would like to cook, but just don't know how," Noddle said. "We did some research and found that when they walk into the meat department, they don't know what cuts are needed for what, and don't have any idea how to prepare them."

Noddle emphasized that teaching these non-cookers skills can benefit retailers now and into the future. He described a recently launched Supervalu program that offers relevant information using labels on packages of fresh beef, as well as an interactive website. The labels list nutrition information, explain what the particular cut is used for, and offer preparation instructions, including cooking times.

A companion website offers additional instruction, recipes and a mechanism for feedback. Noddle also described other "consumer-centric" programs Supervalu has launched with the aim of "preparing for the future."

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