What's the Deal With Fat?

Fat is all over the news recently, which leads us to ask: What’s the deal with fat?

In part, this is because of the revelations about how the sugar industry shifted the blame towards fat decades ago. Some doctors are critical of low-fat diets, partially blaming them for America’s dramatic rise in obesity rates. On top of this, we’re hearing more and more about high-fat diets. Specifically, the ketogenic diet (high fat, low carb) has become a hot topic. This sounds counterintuitive, but has strong science behind it. Its claim? Eat more fat, and you will lose weight (at least initially). T.J Murphy of Outside Magazine explains the ketogenic diet as:

“Followers scarf eggs, cheese, and olive oil in hunger-killing quantities, turning their backs on just about every carb other than vegetables. They don’t use half-and-half in their coffee—they use heavy cream. Still, they’re likely to look a little lean, since the ketogenic diet turns them into 24/7 fat burners.”

This is interesting, because it shows a shift in the understanding of fats. It also excites us to be in an industry where we are constantly learning and understanding more about our dietary needs. 

How are you advising your patients on fat? Have your recommendations changed based on these recent findings? 

HERE’S A SHORT HISTORY OF FATS ENDING TWO YEARS AGO. IN JUST TWO YEARS, SO MUCH MORE COULD BE ADDED TO THIS INFOGRAPHIC.

PulseConnect September Member Spotlight: Amy Kubal

This month, we spoke with Amy Kubal, a Registered Dietitian who has been a member of our network for more than 9 years. Amy advises both serious and recreational athletes, as well as individuals who are looking to improve their overall health through diet and lifestyle. In addition, Amy teaches classes in her community and regularly attends health fairs. 

Q: Is there any advice that you give to all of your patients?

A: One of the biggest things that I talk to my patients about is reading both the nutritional facts and the ingredient list. I tell them to read the entire label. Left to their own devices, people will only look at one part of the nutrition label and will assume a product is healthy. Unfortunately, that’s not always the case. 

Q: What kind of things are your clients asking you about? What are topics that you discuss on a daily basis?

A: My clients are constantly asking about how to avoid added sugar. I get a lot of questions about sugar substitutes, and if natural sugar is healthy—it’s not.

I advise a lot of busy moms, and other people who are on-the-go all the time, who are looking for healthy options for snacks. I also get a lot of questions about pasta, probiotics, jerky, and cricket protein. You’d be surprised about the number of people asking about cricket protein. 

Q: How do you use materials that you receive from PulseConnect?

A: I use the materials in a one-on-one setting with clients, where they apply. I also like to share the educational information and samples at events in the community that I attend—for example, at health fairs. 

I see a lot of parents, so it is great to have information and samples for both them and their children to try. Another group of people who tend to like the programs are the athletes I counsel—they loved the bar samples that were shared through PulseConnect. 

Q: Does pointing to a specific brand help with the recommendations that you’re making?

A: I always recommend brands by name. If I can give my clients an incentive—like a coupon or sample—they are much more likely to try it. I always check in with them after we meet to see if they tried the product, and what they thought. If I don’t give them an incentive, I hear objections like “I didn’t know how it was going to taste” or “it’s expensive.” It’s harder to get them to try something without giving them a sample. That’s why the Clif Bar program was so successful with my clients. They were able to walk away with a sample, try the product, and see that it is worth buying more of.

Being able to give clients a sample or a great coupon to encourage them to try a product is huge. People don’t want to pay a lot of money to try a new product. If companies want people to try their products, they have to give consumers an incentive to try it. 

Q: What do you like best about PulseConnect?

A: I absolutely love it. When I get something and I can share it with my clients, I think it is a huge factor to getting them to buy in. It helps to expose them to new things that are out there. I love that it’s not just a sample—every program comes with educational information that explains why each product is healthy. The tear pads are awesome because I can give people information to go home with. 

Eating Healthy is... Rebellious?

Getting kids to eat healthfully has always been a challenge for parents—apparently to the point of “trying anything.” In a new report published in the Proceedings of the National Academy of Sciences, a team from the University of Chicago has analyzed how harnessing teenage rebellion can be used to motivate healthier eating.

According to Food & Wine  the research team educated a a group of eighth graders on strategies that Big Food employs to manipulate consumers into making bad food choices. Namely through the use of addictive seasonings and targeted marketing to young children and people with low-incomes.  

“We framed healthy eating as a way to ‘stick it to the man’—we cast the executives behind food marketing as controlling adult authority figures and framed the avoidance of junk food as a way to rebel against their control.”

— Researcher Christopher J. Bryan of the University of Chicago Booth School of Business

Adolescent rebellion is by definition, temporary. It lasts through - well - adolescence.  What happens once the teen rebellion ends?  Do young adults return to their old eating habits as their anger at “the man” subsides? Do we honestly believe that demonizing food companies will result in sustainable behavior change?  

We can't help but wonder about the effects that basic nutrition education would have on the same group.  Imagine providing middle schoolers with nutrition education that demonstrates the effects that good food choices can have on quality of life and long term health.  That's so much more than rebellion.  That's revolution. 

Recap: Expo East

On Thursday, we attended Expo East in Baltimore. Expo East is often overshadowed by New Hope’s much larger conference, Expo West. Expo East still attracts a lot of people (in the ballpark of 28,000 people), but it’s hard to compare to the 77,000 attendees that were present at Expo West this year.  

The buzz at these expos is infectious. There is so much excitement, from startups to industry giants. On one end of the spectrum, you have extremely successful natural products that have been pioneers in the field for 20+ years. On the other, you have companies that are 3 weeks old. In between, there are more than 1,000 exhibitors trying to get the word out about their products.

When walking the floor, speaking to exhibitors, we noticed certain trends that we think are noteworthy:

Free From—There were a growing number of companies present in the “free-from”   category. Consequently, many companies had vegan products for the first time. 

Less Emphasis on Gluten Free—There were a lot of gluten-free products, which goes hand-in-hand with the number of free-from products. However, many companies were not touting their gluten free attributes. 

Jerky—We’ve known that this category is booming, but seeing all these emerging jerky brands was shocking. Boring beef jerky has been spiced up with exciting flavors. Turkey, and other forms of jerky, also had a substantial presence.

Superfoods—Wow, were there a lot of superfood companies. Nutrient rich foods had a huge presence at Expo East. 

Peas—Peas are in. Not in the form that you grew up eating—we’re talking about pea protein. Many post-workout focused protein powders were made up of pea protein. Surprising, since whey has dominated this category for years.

The New Hope Network put on a great show. We really enjoyed seeing our industry friends, and hearing about new companies and trends. We can’t wait to see everyone again in March at Expo West! 

THANKS TO OUR NEW FRIENDS AT MAMMA CHIA FOR THE LAUGHS. WE LOVED THE MASCOT!

Don't Take Nutritional Advice From Headlines

A recent Washington Post article highlights some of the confusion surrounding health & wellness. Often times, “myths” surrounding health & wellness are caused by misinterpretations of science. This leads consumers to ask: is sea salt better than table salt? Can a grain be a great source of protein? Does processed meat cause cancer? It can feel like journalists are using the “jump to conclusions” mat from the movie Office Space.

David Katz once explained this problem by saying:  

"It’s not what we don’t know about diet that most threatens our health; it’s the constant misinterpretations of what we know." 

That’s why we work with influencers—to get the right messages to consumers. Those who are counseling patients everyday have the ability to break through the clutter. They can address the myths, and provide better interpretations of science.

PulseConnect August Member Spotlight: Katrina Howard

This month, we spoke to Katrina Howard, a retail dietitian who works at Hy-Vee in Peoria, Illinois. Katrina also advises CrossFit athletes on their health & wellness. An active member since 2013, we asked Katrina a few questions to learn more about how PulseConnect adds value to her interactions with those whom she counsels.

Q: How do you use materials that you receive from PulseConnect?

A: I do store tours, recently they have been focused on weight loss, diabetes, and heart health. I give out coupons, samples, and educational materials to consumers during these store tours to encourage them to try healthy products.

Q: Could you describe a recent program that you found valuable and why?

A: I found the Del Monte materials very useful. I talk a lot about canned foods being as good as fresh, so it’s nice to have materials that support that.  The one issue with canned foods is that it has extra sodium. However, the materials I received from PulseConnect showed how rinsing the canned food made it much healthier by cutting down on the amount of sodium.

Q: What are your clients asking you about? What are topics that you discuss on a daily basis?

A: I get a lot of questions about GMOs and artificial sweeteners.  People hear from friends or the internet these terrible things about GMOs and artificial sweeteners, and a lot of it is just wrong.  Some people don’t know what GMOs are, but think that they need to avoid them entirely.  It just comes down to a lot of misinformation online.

Q: What do you like best about PulseConnect?

A: I really like the educational pieces that support the conversations I’m having during store tours. Having coupons and samples to hand out are great, and I love being able to share educational information with clients.

I also like being able to try products before I make a recommendation.  Sometimes, you hear about healthy foods and get excited, but then they taste like dirt.  I obviously don’t want to recommend products that taste like dirt.

Fighting Misconceptions About Health

A recent report found that 75% of Americans say they have a good diet.  So why are more than 70% of Americans over the age of 20 overweight?  Why is there such a gap between what people believe about their diets and reality?

The billions of dollars spent every year advertising junk food may be one cause, but it’s also true that many Americans simply don’t understand the basics of good nutrition. They don’t know what is healthy and what is not.

Education, as always, is the key. Consumers need to learn  what comprises healthy diet, how to read a food label, what to feed their children, and portion control.  The key is education, and the messengers are health influencers.  You are the front line to fighting misconceptions about health in America.

Why Digital Influencers Aren’t Enough

We live in a digital age, rife with social networks, digital publishing platforms, and online communities that tantalize marketers with a seemingly affordable and measurable way to reach large numbers of consumers. It’s no wonder marketers have flocked to digital tactics to support their brands.

But as the value of a digital impression has declined, due to ad blockers, bots, and a lack of consumer engagement, many marketers have altered their digital approach to focus on influencers as opposed to advertising. But are digital influencers like bloggers and social media darlings really an effective and compelling way to market to consumers?

Authors Ed Keller and Brad Fay think not. In The Face-to-Face Book, Keller and Fay conclude that real relationships rule in a digital age, with 90% of recommendations that lead to consumer action occurring offline. While the internet can deliver impressive scale, it is a mile wide and an inch deep, lacking the ability to deliver real engagement and real influence—the kinds of interactions that drive choice at shelf.

While digital remains an effective approach for building brand awareness and generating interest, a default reliance on digital influencers can be a mistake—particularly for healthy brands. According to the most recent IFIC Food & Health Survey, just  13% of consumers trust bloggers for accurate health & nutrition information. Turns out, these digital influencers have neither the trust nor credibility to effectively deliver healthy brand messages  or recommendations.   

Here is why face-to-face influencers deliver the results that digital influencers cannot:

1. Credibility

IFIC found that consumers trust dietitians/nutritionists and their own personal health professional more than other sources, including TV personalities, bloggers, and social media. Will your healthy brand messages be delivered to consumers by someone they trust?  

2. Appropriate Context

McKinsey & Company reports that the setting or context in which a recommendation is made is  crucial to the power of the message. Messages delivered within a tight, trusted network, such as that between a consumer and their health professional, have a greater impact than those circulated through dispersed communities.

3. Face-to-Face

There are 15 billion conversations about brands every week in America. With trust in traditional advertising down, and 90% of recommendations that lead to consumer action happening offline, marketers should focus on earning face-to-face recommendations from trusted influencers to cut through the clutter and maximize impact.

As Keller and Fay found, good marketing starts with conversations, and some conversations are more impactful than others. By all means, healthy brands should build awareness digitally.  But, if marketers want their brand to become part of a consumer’s everyday choices, they must have their messages the information delivered from a trusted source, in the right context, and face-to-face.

The Brand Perspective on Influencer Marketing

Having spent over 15 years as a clinical dietitian before transitioning to the food industry, I recognize how important it is for brands and health professionals to work together to improve Americans’ eating habits. As evidenced by our growing rates of obesity, diabetes and heart disease, and an aging population, it is critical that we work together to educate Americans on the role food plays in our health and longevity. 

At StarKist, our mission is to provide healthy food products for all Americans.  We understand that the vast majority of Americans consume less than a quarter of the recommended amount of seafood a week, and our aim is to provide healthy, convenient options to help overcome this.

We know from recent IFIC research that consumers are trusting of health professionals, especially Registered Dietitians Nutritionists (RDNs), to provide sound advice.  It makes perfect sense for food companies like Starkist to work with RDNs and provide them with information and teaching tools to help consumers understand the nutritional value of our products and how they can fit into their everyday lives.     

Educating health professionals about the nutritional value of shelf stable seafood while providing convenient and simple ideas for consumers to include it in their meals can help increase seafood consumption.  Whether providing recipes, tips for how to pair our products with different produce items to make a meal, or demonstrations on how to use our products, we work with RDNs in all areas of practice to get the message of “seafood twice a week” out. 

We like working with RDNs in the community because we know they are hearing firsthand what consumers struggle with.  They are the trusted resource for many consumers and can help us understand their clients’ concerns and nutritional needs so we can provide products and ideas to meet those needs.  It is a two-way street!   We need each other to improve the health of Americans.

Laura Molseed Ali, MS, RDN, LDN is the Registered Dietitian Nutritionist for StarKist Co.  She has over 25 years of experience having worked in clinical, retail and the food industry.  Laura is a member of the Academy of Nutrition and Dietetics, the Pennsylvania Dietetic Association, and is a former President of the Pittsburgh Dietetic Association.   She is an avid proponent that healthy eating is a delicious way of eating, and works with StarKist Co. to develop recipes and programs for consumers and health care professionals.

The Other Side of Complexity

One of my all-time favorite quotes comes from Supreme Court Justice Oliver Wendell Holmes, who said: “For the simplicity that lies this side of complexity, I would not give a fig, but for the simplicity that lies on the other side of complexity, I would give my life."

I think about this quote frequently, but it came to my mind again earlier this month when I read a Reuters article about bite counters. These devices, worn on the wrist, use motion to track the number of bites people take while eating. While they won’t help you eat healthier food, these devices, according to the Clemson University researchers who developed them, could provide much needed self-monitoring and feedback to people looking to lose or manage their weight.

Reading about bite counters, it’s hard not to think of the monsoon of health & wellness information we are inundated with on a daily basis. Information that can be arcane, complex and often contradictory. For the average American who is simply looking to take small steps every day toward a healthier lifestyle, this information can be overwhelming—and often discouraging.  

Instead of contributing to the monsoon, why don’t we resolve to teach Americans the basics about nutrition and how to read a food label for themselves. Instead of promoting a fad diet or device, let’s teach them about basic cooking techniques and the value of a walk.  

Sure, teaching Americans the fundamentals of nutrition and physical fitness isn’t easy, nor is it particularly flashy. It requires expertise, patience and persistence. Many marketers may think that a compelling, but potentially misleading health claim or hitching their brand to a current fad is the better business move. But how has that worked out so far?

Let marketers know what you think, contact us at kevinm@pulseconnect.me to share your insights.