Robinsons moves to tap healthy consumers
ROBINSONS Supermarket Galleria’s newly-renovated Gourmet Deli Section
Maybe only the health conscious would notice that the entrance of every Robinsons Supermarket is littered with fresh fruits and vegetables instead of the usual groceries. This is not just a mere marketing campaign but an advocacy to promote healthy lifestyle among its loyal consumers.
“We take pride in promoting the habit of healthy eating to customers,” says Jody Gadia, general manager of Robinsons Supermarket. “Taking this route is our way of differentiating ourselves from other retailers.”
“Healthy You” is Robinsons Supermarket’s healthy segment which also bears the brand.
“‘Healthy You’ comprises only about 1 to 1½ percent of our sales but it is growing at least 20 percent every year,” Gadia says.
“We have a larger commitment to the Filipino consumers to be able to improve their health and wellness,” Gadia says, “We decided to take it to the next level by actively promoting and engaging them and our partners.”
The company sought a partnership with the Department of Science and Technology’s Food and Nutrition Research Institute (FNRI) to evaluate the goods the supermarket will carry.
“All of our products passed through FNRI,” Gadia explains. “They evaluate the items whether these are healthy or nutritious items.”
FNRI has standards to classify a product as healthier than the others. Gadia also explains that when a product meets at least three of those eight standards, they would automatically go to the Healthy You section of the supermarket.
“We also encourage our suppliers to produce more healthy products so that they can be evaluated,” says Aja Totanes, assistant marketing manager for Wellness of Robinsons Supermarket. “They get a free space in the health and wellness section aside from the usual space they have in the regular section. That way, we get to highlight their products and brands.”
It is easy to find the supermarket’s health and wellness section and products. Just look for the green label, which tells consumers that these products passed the FNRI standards for healthy food.
Totanes says that not all consumers actually read the nutrition labels so the green tag makes it easier for them, the mothers especially, to choose which ones to purchase.
Aside from all these, the supermarket is also engaging its well-meaning vendors by coming up with promotions such as BMI check or bone scanning to promote health and wellness.
“These activities help consumers realize that either they need to lose weight or make better health choices,” Totanes says.
Robinsons is currently holding “Freshtival,” a month-long celebration in time for July as Wellness Month.
“We want consumers to have access to products that offer the best value for their money and are good for their health,” Gadia says. “And since we have a strong commitment for wellness, we figured that it would be of great service to bring in products that are in line with this thrust.”
“Freshtival” features different types of fresh fruits and vegetables, meat products, seafood, deli products, and food-to-go selections at promotional prices. It also features global brands that are known to provide fresh and high-quality food items.
In line with this, the supermarket also opened its new deli gourmet section featuring different types of cheese and cold cuts.
