USA Rice and Jewel-Osco ‘Build a Better Basket’

Jun 23, 2017
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ARLINGTON, VA -- USA Rice recently wrapped up a partnership with retail dietitians at Jewel-Osco, a supermarket chain with stores across Illinois, Iowa, and Indiana.  During the May promotion that coincided with Celiac Awareness Month, U.S.-grown rice was featured as a smart choice for shoppers following a gluten-free diet.  Through Jewel-Osco Dietitians’ “Build a Better Basket” program, shoppers were introduced to U.S.-grown rice health benefits, versatility, and recipes through a print newsletter and blog, social media posts, weekly ad circular, and in-store point-of-sale signage.

“Jewel-Osco’s Build a Better Basket program provides a great platform for the registered dietitian team to partner with commodity boards, like USA Rice, to share nutrition information and recipes with our shoppers,” said Jewel-Osco registered dietitians Samantha Woulfe and Melissa O’Brien.  “As dietitians, we believe that rice is a perfect meal time addition not only for those seeking a gluten-free diet, but for anyone looking for a healthful and customizable grain option.”

The promotion kicked off with an article in Jewel-Osco’s Fresh Ideas summer newsletter featuring USA Rice’s gluten-free recipe for Greek Rice Stuffed Tomatoes and a sale on Jewel-Osco’s private label U.S.-grown brown rice.  The dietitians circulate hundreds of newsletters in-store and at community events, and plan to utilize this issue with consumers throughout the summer months.  The article was also featured on Jewel-Osco’s What’s Cookin’ Blog, and promoted throughout the month on social media.

In stores, point-of-sale signage was posted in the rice aisle and cross-promoted in the produce department at 185 stores, showcasing the recipe and rice product sale.

“Having rice featured on a dietitian approved sign enhances the ‘healthy halo’ and in-store visibility of rice,” said Paul Galvani, chairman of the USA Rice Retail Subcommittee.  “Having that sign appear in the produce section of the grocery store is a great way to help shoppers think of rice as a healthful compliment to fresh foods and drive shoppers to the center of the store to purchase rice.”