IGA Launches IGA Better Choices Health-and-Wellness Program

IGA announced the launch of IGA Better Choices, a new health-and-wellness program designed to provide IGA shoppers with information to make informed and balanced decisions about their health-and-wellness needs, and IGA retailers with insights into topics within the ever-evolving health-and-wellness space. The Better Choices program, which includes informational components for both IGA shoppers and IGA retailers, is being developed in conjunction with IGA Health & Wellness Advisor and Registered Dietitian Kim Kirchherr, MS, RDN, LDN, CDE, FAND. The center of the program is the consumer-facing igabetterchoices.com microsite. The microsite, which is accessible from the IGA.com consumer website, features health-and-wellness information about a variety of topics, including planning and shopping, wellness, food safety, and recipes and how to’s. In addition to health-and-wellness tips from Kirchherr, visitors to the site have access to a variety of tools and information from respected and reliable sources such as the USDA, FDA and CDC and food commodities agencies. Also available are recipes, games and downloads for kids, and seasonal or themed consumer sweepstakes that highlight food choices, or information on the different food groups from month-to-month—like the current sweepstakes for June Dairy Month where shoppers can test their dairy knowledge to win dairy coupons redeemable at their local IGA. IGA retailers will be provided with in-store resources—printable signage, ad drop-ins, digital graphics, bag stuffers and customizable press releases for their local media—to promote the microsite and its resources to shoppers. Additionally, IGA retailers participating in the IGALink website program will automatically feature the microsite on their individual store websites. Kirchherr is also acting as an informational resource for IGA retailers, providing insights into topics within the ever-changing health-and-wellness space. IGA retailers are being encouraged to reach out to her with health-and-wellness questions in an “Ask Kim” format; she is a speaker at IGA events and meetings; and is a regular health-and-wellness contributor to IGA’s daily newsletter, The Independent View. According to IGA CEO Mark Batenic, IGA’s movement into health and wellness is multi-purpose. “Today’s consumers have an expectation that retailers can and should support their health-and-wellness goals, however those goals are defined. As the ‘Hometown Proud’ independent business leaders in IGA communities across this country, IGA retailers don’t take that responsibility lightly. With this new program spearheaded by IGA Health & Wellness Advisor and Registered Dietitian Kim Kirchherr, we’re providing information and resources that help shoppers make better choices that are right for them. And in the process of helping to meet our customers’ health-and-wellness needs, we’re creating a more relevant IGA brand overall that will put all of our IGA independent retailers in a position to increase shopper engagement, and consequently, sales.” Kirchherr, who guided the program development, and will continue to provide health-and-wellness information to IGA retailers, employees and IGA shoppers through her input in the evolution of IGA Better Choices, is a valuable asset to the program, says Batenic. “Kim is well-known throughout the industry for practicing a knowledgeable and balanced approach to health and wellness, and that is exactly the kind of simple and sustainable model that we were looking to convey to our shoppers,” Batenic says. “Health and wellness is a personal journey, which means it’s different for everyone.” Kirchherr says. “We believe that this practical approach to information sharing through the igabetterchoices.com microsite will resonate with all of our customers, no matter where they are along their health-and-wellness journey. That’s really our goal: to provide the tools and information so that we’re making it easier and more fun for our shoppers to make better choices along the way.” Batenic says IGA’s move into health and wellness began when IGA was asked to represent independent retailers around the globe on a committee to oversee development of health-and-wellness guidelines for the grocery industry as a whole at The Consumer Goods Forum (the CGF), a global industry network of retailers, manufacturers and service providers who work together to bring about positive change in the industry. Batenic has been active within the CGF on behalf of IGA for many years and currently serves on the CGF Board of Directors, and Kirchherr now represents IGA on the CGF Health & Wellness Steering Committee.