Intro to Guiding Stars® - MMA 2009 Seminar

Betts FitzGeraldManaging Director

May 29, 2009

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Guiding Stars History:Consumer Research

Extensive consumer research with 3,000 shoppers beginning in 2005

• Consumer interest in making healthier food choices• Confusion surrounding on-pack nutrition labeling• Testing of various in-store concepts• 0-1-2-3 star system and Guiding Stars name were clear

winners

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Guiding Stars History:Scientific Advisory Panel

Panel of nutrition experts “translate” evidence-based science and identify criteria that differentiate more nutritious foods

– Lisa A. Sutherland, Ph.D., Dartmouth Medical School

– Leslie M. Fischer, Ph.D., MPH, RD, University of North Carolina

– Jeffrey B. Blumberg, Ph.D., Tufts University

– Tracy A. Fox, MPH, RD, Food, Nutrition & Policy Consultants

– Clare M. Hasler, Ph.D., M.B.A., University of California, Davis

– Lori A. Kaley, MS, MSB, RD, LD, Edmund S. Muskie School of Public Service at University of Southern Maine

– Dr. Jeremy Nobel, M.D., MPH, Harvard University

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Guiding Stars - Key Features

• Guiding Stars is an objective, consumer-driven program that is not influenced by price, brand or manufacturer trade groups.

• Simple, easy to understand, and user friendly.

• All edible products rated – Over 60,000 products and growing every day.

• Highlights foods with higher nutritional density, yet does not “police” less nutritious food choices.

• Proprietary algorithm is grounded in evidenced-based science and recommendations of authoritative bodies (FDA, USDA, WHO).

• Overwhelmingly positive consumer response.

• The only program with proven results.

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Evidence-Based Algorithm(patent pending)

The formula credits a product’s score for:

vitamins, minerals,

dietary fiber, whole grains

The formula debits a product’s score for:

trans fat, saturated fat, cholesterol,

added sodium, added sugars

The resulting score represents a weighted total

100 kcal

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Guiding Stars is Simple

No starsOnly foods that score above 0 receive stars

Good Nutritional Value

Better Nutritional Value

Best Nutritional Value

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Guiding Stars is Accurate

• Guiding Stars uses product data that is accurate, up-to-date and available to shoppers

• Packaged product data is collected from the Nutrition Facts label and ingredients panel

• Fresh product data is obtained from the USDA National Nutrient Database

• No other database is as current, comprehensive and accurate

• Database allows for immediate updates to product ratings

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Guiding Stars by Category

• 28% of Hannaford, Sweetbay, and Food Lion foods receive at least one star (~ 9,000 of the 33,000+ products carried)

– By category, stars are:

• 86% of fruits & vegetables (includes canned & frozen)

• 51% of cereals

• 41% of seafood

• 22% of dairy

• 21% of meat

• 7% of soups

• 7% of bakery

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Guiding StarsConsumer Communication

Guiding Stars in the Marketplace

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Guiding Stars Program Expansion:School Cafeterias

• Pilot program underway in middle school and high school cafeterias in Maine.

• Supported with posters, signs, shelf tags, e-newsletter nutrition tips.

• Consistent messaging in community makes it easy to identify nutritious foods.

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Guiding StarsOther Program Expansions

• Partnership with Bates College to bring Guiding Stars into the campus dining program.

• Active discussions with additional schools, hospitals,

and restaurants.

• Connecting a number of touch points throughout the community

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Guiding Stars in the Marketplace Future Program Applications

• Hospitals – Cafeterias and patient food service

• Corporate cafeterias

• Restaurants

• Recipe rating for print and online publications

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Guiding Stars and Social Networking