ISSUE NO. 67 07/12/12

Walmart is taking part in a national effort to end childhood hunger in the U.S. by supporting an in-store educational initiative called "Shopping Matters." A key component of the "No Kid Hungry" campaign launched by the nonprofit Share Our Strength and ConAgra, the program consists of interactive grocery store tours that teach participants how to make smarter choices in-store and get more "nutritional bang for their buck." The tours are lead by nutritional and culinary experts who show shoppers how to compare food labels and unit prices. The volunteers also help them identify cost effective ways to increase their families' intake of whole grains, fruits and vegetables. According to Supermarket News, nearly 2,000 shoppers have participated in more than 400 store tours as of last October. The "Shopping Matters" tours may be especially useful for low-income families because 85% of low-income families consider the cost of healthy foods to be the primary obstacle to making healthful meals, according to a survey released by Share Our Strength.

Walmart is committed to promoting the Shopping Matters tours and has offered about one hundred $500 mini-grants to facilitators to coordinate and conduct tours. The mass merchant's support extends to providing curriculum materials at no charge to participating stores. Included is a facilitator's guide with tips on planning a tour, talking points for each section of the store and ideas for activities. Host retailers include: Albertsons, Giant Food, Hannaford Supermarkets, Hy-Vee, Kroger, Meijer, Publix, Safeway, Stop & Shop and Walmart. Recently, a Baltimore Walmart offered two tours in a newly renovated location. The events included visits to healthy eating stations set up throughout the store, and participants learned to compare unit prices, read labels, and more.


Walmart's reputation of being motivated by profit without regard for the little guy is being challenged by the retailer's support of this cause. And what a cause it is. It's relevant, local and timely and supports Walmart's efforts to be a "Store of the Community." In fact, you'd be hard-pressed to find a cause that Walmart is better-suited to support. It brings shoppers into the store and trains them to become familiar and comfortable with the store. Finally, the tours meet a real need to educate low-income shoppers from local neighborhoods rather than halfway around the world. Consider investing in a cause marketing initiative. There are many needs to be met in this world, so redouble your efforts to find causes that fit your brand and product category as well as the store tours fit Walmart.

Was this helpful?

"Grocery Store Tours at Walmart with Tips for Buying Healthy Food on a Budget; Shoppers can win a $10 gift card," PR Newswire, 6/20/12

"Community Outreach: ConAgra Foods Foundation," Supermarket News, 10/10/11
"Introducing Shopping Matters®, A New Grocery Store Tour Focused on Health and Savings," Share Our Strength, 10/3/11

grocery store tours, Shopping Matters, Walmart

Leave a comment
Name *
Email (will not be published)
Comment *