The U.S. Department of Agriculture (USDA) is suggesting major changes to grocery stores to “nudge” Americans to purchase healthier foods when they shop.
The agency commissioned an “expert panel” to make recommendations on how to guide the more than 47 million Americans on food stamps into spending their benefits on fruits and vegetables.
The group released an 80-page report this month presenting their ideas, which include talking shopping carts and a marketing strategy for grocery chains that would feature better store lighting for healthier items.
“Most Americans, including Supplemental Nutrition Assistance Program (SNAP) participants, do not purchase enough whole grains, dark green and orange vegetables, and legumes, and purchase too many items with excess calories from fats and added sugars,” the report said.
“At the same time, the food retail environment is saturated with food marketing messages, including health and nutrition claims and information, advertisements, and promotions for many unhealthy food items,” it said.
Initial suggestions from the USDA on how to alter the grocery environment include stores offering “SNAP-Ed cooking classes” and consultations with dieticians.
“In this approach, the supermarket is the classroom and shoppers receive support on how to maximize their healthy choices using products retailers promote via the weekly store circular,” the report said.
Another idea included a point-based system where food stamp recipients could receive movie tickets in exchange for healthy food purchases. Grocery store staff could also be used as “ambassadors” for the USDA’s agenda.
“In this role, floor staff has the ability to re-direct consumer purchase towards more healthful choices by explaining the incentive or the nutrition labeling system,” the report said.
The USDA said the ideas are “intended to change the choice architecture of the food retail environment to make healthier choices more prominent,” which is in line with first lady Michelle Obama’s stated second term agenda to “impact the nature of food in grocery stores.”
“These strategies, in particular, draw on principles of behavioral economics to nudge consumers towards healthier choices,” the report said.
The panel came up with six preferred strategies: discount coupons for SNAP recipients; rebates of up to $60 for healthy purchases on EBT cards; buy one get one free deals for SNAP recipients; a targeted marketing plan to promote healthy food; a USDA loyalty card; and new specialized shopping carts.
via USDA Suggests Changes to Grocery Stores to ‘Nudge’ Consumers to Eat Healthy | Washington Free Beacon.