NEW INGLES CAMPAIGN GOOD FOR THE HEART

BARBARA MURRAY

ASHEVILLE, N.C. -- Ingles Markets this month has implemented a chainwide effort to draw shoppers' attention to heart-healthy food bearing the American Heart Association's heart-check mark.

The chain's 203 stores are using shelf-talkers, weekly circulars and in-store posters to make consumers aware that these foods are lower in cholesterol and saturated fat.

"This is the first time we have tried to do this on this scale," said Leah McGrath, corporate dietitian for Ingles, which has markets in six states.

Program directors from the American Heart Association, Dallas, will survey shoppers in the stores on their responses to the shelf-talkers, their awareness of the heart-check mark, and feelings about the project overall.

Ingles has been involved with the American Heart Association on fund-raising walks, and McGrath leads supermarket tours to acquaint customers with heart-healthy foods and to instruct on how to read nutrition labels, which some consumers have trouble with, she said.

Some of the participating Center Store vendors that are certified under the AHA's heart-check program include Quaker Oatmeal, Cheerios, Orville Redenbacher Smart Popcorn, Special K and Cracklin Oat brands from Kellogg's, Ocean Spray cranberry juice and Welch's grape juice.