This document provides an agenda and summary from the National Grocers Association's Stakeholders Summit on communicating shared values across the food chain. The NGA represents independent grocers and wholesalers. Key topics discussed include the supermarket's continued relevance for consumers, important issues like food safety and labeling, technology initiatives to improve traceability and use of coupons, and understanding communications to address consumer concerns over food issues proactively. The presentation aimed to facilitate discussion on improving communication across the food industry supply chain.

1. Communicating Shared
Values Across the
Food Chain
Animal Agriculture Alliance
Stakeholders Summit
May 2012

2. AGENDA
• N.G.A.’s Membership
• Today’s Consumer
• Key Issues
• Initiatives
• Improving Communications

3. N.G.A.’s Membership
• Independent Retailers
• Wholesalers
• Manufacturer / Suppliers / Partners
• State Grocer / Retail Associations

4. The Supermarket is Still Very Relevant
N.G.A. 2012 Supermarket Guru Consumer Panel Survey
Where do you purchase the majority of your foods?
* 83.9% Grocery Store / Supermarket
* 5.2% Mass Merchandiser
* 4.2% Warehouse Store
* 4.0% Specialty Food Store

5. Importance of Supermarket Features
High Quality Meats
* 74.3% Very Important
* 19.2% Somewhat Important
* 3.4% Not Too Important
* 3.1% Not At All Important

6. Importance of Supermarket Features
Nutrition and Health Information Available for Shoppers
* 34.3% Very Important
* 39.3% Somewhat Important
* 22.4% Not Too Important
* 4.1% Not At All Important

7. Today’s Consumer
• Grocery Store / Supermarket Still Primary Outlet
• Quality of Perishables is Important
• Today’s Consumer is Informed
• Era of ―Instant Information‖
 Google, Facebook, Twitter, YouTube, Pinterest

8. Key Issues for N.G.A.
*Food Safety / Labeling*

9. Food Safety
Food Safety Must Be #1 Priority
• Food Safety Modernization Act (FSMA)
• Product Tracing
• Reportable Food Registry
• Certified Food Safety Manager (SafeMark)

10. Labeling
• Country of Origin Labeling
• USDA Meat Nutritional Labeling
• FDA Menu Labeling

11. Recalls
• Retailer Recall Alerts




Wholesalers
N.G.A.
Rapid Recall Exchange
Communicating to the Consumer
 In-Store, POS, Robo Calls, Emails, Social
Media
• Communicating to the Customer

12. Technology Initiatives

13. GS1 DataBar Implementation
• Supply Chain Working Together on Implementation
• Consumer Outreach (coupons)
• Center Store and HBC Products Next
• Technology Hurdles at Retail (POS Upgrades)

14. Coupons
• Explosion of Coupon Use and Fraud
• Joint Industry Coupon Committee
• Store Policies—New media, mobile
• Raising Consumer Awareness of Fraud

15. Other Issues
• 2012 Farm Bill
• SNAP (Food Stamps)
• Food Deserts
Healthy Food Financing Initiatives
• Transportation — Hours of Service for Truck Drivers

16. Understanding & Improving Communications
• Stories / Information Going Viral
• ―Pink Slime”
• “Mad Cow”
• “Supermarket Chicken‖
• Proactive Information & Education
• Consumers
• Media
• Industry—Key Contacts
• Consumer Demand Will Drive Retailers
• Responding to Consumer Demands / Concerns
• Provide Resources – Not Tell Consumer What to Think

17. Questions?
Greg Ferrara
Vice President Public Affairs
National Grocers Association
www.nationalgrocers.org