Working in partnership with Good Food Oxford to launch the Good Food Retail initiative into Blackbird Leys shops, increasing the availability of healthier products to customers.
A big day for Rice Marketing as 19 November saw the launch of Good Food Retail into convenience stores outside of London. The scheme - first piloted in 2019 - helps convenience shops to increase the availability of products that are healthier – such as lower sugar, salt and fat, or higher fibre options – and helps consumers to identify these to make healthier choices when buying.
New Point of Sale Assets
This current rollout, working with store owners in the Blackbird Leys and in partnership with Oxfordshire County Council and Good Food Oxfordshire saw the introduction of point of sale assets to guide the consumer to the ‘Healthier Options’ now available on the shelves. This is the first time we have developed consumer facing point of sale collateral and the positive feedback on the day from the council, store owners and customers means we will be adding these to the Good Food Retail toolkit for future rollouts.
Thanks to Derys Pragnell, Claire Gray and Caroline Welch for their support. Thank you AF Blakemore & Son Ltd and the team at Spar Blackbird Leys for welcoming us on the day. We are looking forward to rolling out to Banbury and beyond.
Press Release from Good Food Oxford
Residents in Blackbird Leys will be able to benefit from cheaper, healthier options in their local shops thanks to a new initiative.
The Good Food Retail Network scheme, from Oxfordshire County Council in collaboration with retail experts Rice Marketing, helps local shops to increase the availability of products that are healthier – such as lower sugar, salt and fat, or higher fibre options.
Councillor Dr Nathan Ley, Oxfordshire County Council’s Cabinet Member for Public Health, Inequalities and Community Safety, said: “Data has shown that Blackbird Leys has one of the highest rates of childhood obesity in Oxfordshire and is one of the top ten most deprived areas of the county. Before we started this work, we found it could be up to 30% more expensive to buy some produces from local shops compared to one of the larger supermarket chains.
“That’s why we have partnered with Rice Marketing to help store owners improve the range of products on offer.
“By working with local shops over the last 12 months, we hope to make it easier for local people by identifying gaps in the shop ranges and increasing the availability and affordability of healthy options.”
Six local shops have signed up to the scheme and now display a new healthier options sign on products to help customers identify healthier options, and encourage a healthy swap, around the shop. Shops received free stock to show that if the products were available, customers would buy them. The scheme has seen a 19% increase in the number of healthier options sold.
All shops accept Healthy Start cards (the national scheme available to pregnant mothers and parents of small children that gives money to buy healthy food, milk and infant formula) which helps those families to shop locally for healthier options proven to be beneficial to children’s health.
For more information about this release contact Oxfordshire County Council’s communications team on 01865 323870 or email press.office@oxfordshire.gov.uk
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