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Betts FitzGerald, Managing Director of the Guiding Stars Licensing Company (GSLC) presents an overview of Guiding Stars and shows how the Guiding Stars Licensing Company is using social media to create a buzz. From MMA 2009 Seminar: Social Media Strategies: You're tuned in and logged on. Now what?
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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