DIETITIAN'S DELIGHT

Christine Blank

Meijer recently added its third full-time dietitian in what is becoming a fast-growing trend in supermarkets.

As shoppers learn more about health and wellness, they are seeking out expert advice on nutrition, preparing healthy foods, and treating their diseases with the proper diet.

“From a dietitian's perspective, the supermarket is a great place to educate consumers on healthy eating,” said Shari Steinbach, corporate dietitian and Healthy Living adviser for the Grand Rapids, Mich.-based chain. The newest expert will focus on Meijer's Illinois and Indiana stores.

Meijer is not alone. Several chains have added dietitians over the last year to counsel shoppers on healthy eating and food plans for conditions such as diabetes and heart disease. Hy-Vee Food Stores, West Des Moines, Iowa, which has 63 in-store dietitians already, plans to have 100 in place to serve all stores that request them by the end of 2007.

While Meijer shoppers are beginning to understand the link between their lifestyle choices and diabetes, heart disease and other health problems, they need ideas on quick, easy, healthy meals, Steinbach said.

“They want to make changes, but are in these busy lifestyles. Don't give them a 22-ingredient recipe.”

That's where Meijer's newest dietitian, Cheryl Bell, can help. In addition to her educational credentials, she adds unique expertise as a professional chef and Certified Hospitality Educator, differentiating Meijer from other grocery chains.

Already, shoppers' interest in quick, healthy meals is demonstrated by the popularity of weekly Healthy Living menus that Meijer's three dietitians post on the chain's website. Those menus, with a limited number of ingredients, get up to 12,000 hits a week, Steinbach said.