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MARCO ISLAND, Fla. — Leslie Sarasin, president and chief executive officer of FMI – The Food Industry Association, asserted that grocers, by virtue of their position at the heart of the community and the essential nature of the products they sell, are well equipped to help bridge gaps in a divided America, while at the same time buttressing the supermarket industry’s standing.
Speaking at the FMI Midwinter Executive Conference here late last month, she said, “On all fronts — public policy, food safety, industry relations, and media relations — the food industry has opportunities to build consumer trust, enhance transparency and help improve government operations. We can do so by elevating the profile of our food system and building a stronger middle, capable of embracing what’s good from the extremes.”

Sarasin came to that conclusion after examining the all too familiar political, social and cultural divides in the U.S., pointing out how they are echoed by similar divergences among grocery shoppers. New research conducted by FMI and the Center for Food Integrity discovered that those consumers fall into five segments, which the soon-to-be-released report characterizes as progressive disruptors, authenticity seekers, strategists, rationalists and comfort seekers. Sarasin advised members of the audience to begin by focusing their efforts on comfort seekers, who comprise 43% of the population.
“This research will demonstrate what strong marketing to the middle could look like as a retail strategy for managing polarities,” she said. “I hope you will pay attention to the release of this data and the opportunities it will present to delve deeper into its insights and guidance on moving the middle rather than isolating the extremes.”
The association’s leaders indicated that food retailers and their business partners should adopt a similar approach as they tackle a range of pressing issues in a political and regulatory climate that has been transformed by the election of President Trump and the Republican-controlled Congress. Inflation, food safety, immigration and adherence to food science are among FMI’s priorities.
“FMI partners with the industry to prepare for and adapt to changes,” said Brian George, CEO of Alex Lee Inc. (who was succeeded as FMI chairman by H-E-B president Craig Boyan at the Midwinter conference). “Whether it’s getting into the minds of shoppers, engaging with the media, collaborating with service providers, educating lawmakers and regulators, or building stronger relationships within our teams, FMI helps us to be better leaders by anticipating change.”
Sarasin reiterated her belief that the association and its members have a significant edge as they work to advance their agenda: “Please don’t overlook the capacity of food to be the great equalizer that brings people of disparate points of view together,” she said. “The family dinner table is not the only place where meeting around food helps form connections, sparks greater civility and ignites diplomacy. Food issues often do the same in Congress.”
To back up that assertion she noted that a group of senators — “none I’d really count as being in the middle” — are cooperating on swipe fee legislation. Similarly, concerns about implementation of the Food Safety Modernization Act have brought together House members Scott Franklin (R., Fla.) and Jim Panetta (D., Calif.).
The Midwinter Executive Conference embodied the benefits of partnership. The event was co-chaired by Rick Keyes, president and CEO of Meijer Inc., and Steven Williams, CEO of PepsiCo North America. In a dialogue with Sarasin, the two leaders talked about how their companies have worked together to benefit their businesses — and the consumer.

“Our companies have a long history of partnering together in a way that’s so much different than a transaction,” Keyes said. “It’s really about partnership and how do we think and plan forward and work together to really, in the end, serve our customer. It begins and ends with our customer.”
One example he cited was the help and advice that PepsiCo provided when Meijer was launching its retail media network. More recently, the two companies worked together to develop a cross-merchandising for Super Bowl LIX anchored by PepsiCo products. Designed to fill a void between Christmas and garden center season, the display generated double-digit growth.
“If you think about those types of things, those little things that happen throughout the year, each and every year, they really make a difference in our business,” noted Keyes.
Williams said that such projects are a key growth driver for suppliers as well as retailers.
“I always think about the customer, or what we call the consumer. She’s the boss,” he explained. “If we focus collectively on making sure we do the right things for that consumer, we win together. And if you think about PepsiCo, we’re in about 94% of U.S. households, which gives us a unique perspective, but it’s also a big responsibility to understand what consumers want. But, I tell you, that’s not enough.
“You cannot do it alone. If we can’t collaborate across retail partners and combine insights to really think about how you deliver value and drive the right kind of innovation, creating differentiated products that truly resonate with consumers, then the industry isn’t going to thrive. So, I think about how do you make sure you’re working with industry partners across all the businesses to make sure you collaborate to unlock growth? If we keep focused on our collective customer/consumer, everybody wins.”