BOZZUTO'S NUTRITION LABELING FEEDS SALES

RICHARD TURCSIK

CHESIRE, Conn. -- Bozzuto's here is continuing a rollout of a nutrition labeling program that's building grocery sales at independents it supplies.

Bozzuto's implemented the program, dubbed "FYI Nutrition," in June. It encompasses approximately 2,000 items in all food categories. Bozzuto's prints all labels, brochures, signs and other support materials in-house from nutritional information that is supplied by Graphics Technology Inc., New Century, Kan. GTI has also instituted a complete shelf tag program, called "Nutrition in a Box," for individual independents.

Currently, Bozzuto's FYI Nutrition is in 40 stores, roughly 30% of the wholesaler's IGA store base, and is continuing to grow. Bozzuto's supplies 110 IGA stores in six New England and Middle Atlantic states.

"Our niche is independent retailers, and we find that retailers' word of mouth is a really good form of advertising. When we've got 40 retail locations that are on the program and are achieving a level of success, then we are going to see that number grow," Jim Dorcy, vice president of marketing at Bozzuto's, told SN.

"Depending on how it goes, I could potentially see broadcast media involvement in the future," he added.

Dorcy said the label program has been very beneficial for the independents in terms of building identity and sales.

"The program enhances the store's image because they are concerned about the consumer's nutrition needs. It really provides a significant service to the consumer," Dorcy said. "Products that have the FYI Nutrition signing within a category have seen increased movement. This is interesting because the item may not be the leader in that category, but

because of the nutrition information, the signing and the increased visibility we've seen an increase of movement."

In recent weeks Bozzuto's has tailored FYI Nutrition to allow retailers some individuality in what products they choose to highlight.

"A new option that we've introduced allows retailers a choice of maintaining shelf talkers based on what the retailer wants, provided the item meets the criteria of the FYI program," Dorcy said.

GTI's Nutrition in a Box program is also tailored to each independent. Priced at $495, each Nutrition in a Box kit includes 1,000 shelf labels, signs for the different departments, posters, shelf and ceiling danglers, lapel pins for employees, brochures, bag stuffers, ad slicks, camera-ready art and instructions for employees, according to Jim Garvic, GTI marketing manager.

"We've had a very good reaction. We've had a number of customers who have installed it and told us they are very pleased with the results as far as the turn on items. Our program gives a very nice presentation throughout the entire store, from the front door and windows through the back," Garvic said.

"An increase in market share is expected from something that has a nutrition shelf label," said Karen Falk, GTI's nutrition product manager.