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Transcript

From CPG to Grocery: SpartanNash CMO on Banner Strategy & Retail Media Networks · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone,
• 0:00
  this
• 0:01
  is
• 0:01
  Omnitalk
• 0:01
  Retail.
• 0:02
  I'm
• 0:02
  Chris
• 0:02
  Walton.
• 0:02
  And
• 0:03
  I'm
• 0:03
  Anne
• 0:03
  Mazinga.
• 0:03
  And
• 0:04
  we
• 0:04
  are
• 0:04
  coming
• 0:04
  to
• 0:04
  you
• 0:04
  live
• 0:05
  from
• 0:05
  the
• 0:05
  symbiont
• 0:05
  Omnitalk
• 0:06
  podcast
• 0:06
  studio
• 0:07
  at
• 0:07
  the
• 0:07
  Spartan
• 0:08
  Nash
• 0:08
  Conference
• 0:09
  in
• 0:09
  beautiful
• 0:10
  sunny
• 0:11
  Grand
• 0:11
  Rapids,
• 0:11
  Michigan.
• 0:12
  And
• 0:12
  we
• 0:12
  are
• 0:12
  pleased
• 0:12
  to
• 0:12
  introduce
• 0:13
  our
• 0:13
  next
• 0:13
  guest,
• 0:14
  Aaron
• 0:14
  Storm.
• 0:15
  Aaron
• 0:15
  is
• 0:16
  the
• 0:16
  SVP
• 0:16
  and
• 0:17
  Chief
• 0:17
  Marketing
• 0:17
  Officer
• 0:18
  at
• 0:18
  Spartan
• 0:19
  Nash.
• 0:19
  So,
• 0:19
  Aaron,
• 0:20
  thank
• 0:20
  you
• 0:20
  for
• 0:20
  joining
• 0:20
  us.
• 0:21
  Thank
• 0:21
  you
• 0:21
  for
• 0:21
  having
• 0:21
  me.
• 0:22
  It's
• 0:22
  great
• 0:22
  to
• 0:22
  see
• 0:22
  you.
• 0:23
  You
• 0:23
  too,
• 0:24
  Erin.
• 0:24
  It's
• 0:25
  your
• 0:25
  first
• 0:25
  time
• 0:25
  ever
• 0:26
  on
• 0:26
  omnitalk,
• 0:27
  so
• 0:27
  welcome.
• 0:27
  First
• 0:27
  of
• 0:28
  all.
• 0:28
  Thank
• 0:28
  you.
• 0:29
  Second,
• 0:30
  would
• 0:30
  you
• 0:30
  please
• 0:31
  introduce
• 0:31
  yourself
• 0:32
  and
• 0:32
  give
• 0:32
  us
• 0:32
  a
• 0:32
  little
• 0:32
  bit
• 0:32
  about
• 0:33
  your
• 0:33
  background,
• 0:33
  which
• 0:34
  I
• 0:34
  see
• 0:35
  is
• 0:35
  steeped
• 0:35
  in
• 0:36
  cpg,
• 0:37
  but
• 0:37
  tell
• 0:37
  our
• 0:38
  audience
• 0:38
  who
• 0:38
  you
• 0:38
  are.
• 0:38
  Sure,
• 0:39
  you've
• 0:39
  got
• 0:39
  that
• 0:39
  right.
• 0:40
  Steeped,
• 0:41
  Steeped,
• 0:42
  steeped
• 0:42
  for
• 0:42
  a
• 0:42
  long
• 0:42
  time.
• 0:44
  So,
• 0:44
  yeah,
• 0:44
  I've
• 0:44
  been
• 0:44
  at
• 0:44
  Spartan
• 0:45
  Nash
• 0:45
  for
• 0:45
  just
• 0:46
  under
• 0:46
  a
• 0:46
  year
• 0:46
  now,
• 0:47
  but
• 0:47
  before
• 0:47
  that,
• 0:48
  18
• 0:48
  years
• 0:49
  at
• 0:49
  Kellogg
• 0:50
  Kelanova.
• 0:51
  Okay.
• 0:51
  So
• 0:52
  worked
• 0:52
  mostly
• 0:53
  across
• 0:53
  all
• 0:53
  the
• 0:53
  different
• 0:54
  businesses.
• 0:55
  Brands
• 0:55
  like
• 0:56
  Cheez
• 0:56
  It,
• 0:57
  Eggo,
• 0:58
  Froot
• 0:58
  Loops,
• 0:59
  a
• 0:59
  lot
• 0:59
  of
• 0:59
  iconic
• 1:00
  brands
• 1:00
  over
• 1:00
  there
• 1:01
  at
• 1:01
  the
• 1:01
  Kellogg
• 1:01
  Kellanova
• 1:02
  portfolio.
• 1:04
  And
• 1:04
  I
• 1:04
  also
• 1:04
  spent
• 1:05
  four
• 1:05
  years
• 1:05
  working
• 1:06
  on
• 1:06
  serial
• 1:06
  innovation,
• 1:07
  so
• 1:07
  new
• 1:07
  product
• 1:07
  development.
• 1:08
  Okay.
• 1:08
  And
• 1:09
  also
• 1:09
  had
• 1:09
  a
• 1:09
  role
• 1:09
  in
• 1:10
  sales
• 1:10
  and
• 1:10
  in
• 1:10
  commercial
• 1:11
  strategy.
• 1:11
  So
• 1:12
  really
• 1:13
  learned
• 1:13
  a
• 1:13
  lot
• 1:14
  working
• 1:14
  in
• 1:14
  the
• 1:14
  CPG
• 1:15
  space
• 1:15
  and
• 1:16
  really
• 1:16
  got
• 1:17
  all
• 1:17
  elements
• 1:17
  of
• 1:18
  the
• 1:18
  business.
• 1:18
  So
• 1:18
  full
• 1:18
  business
• 1:19
  exposure.
• 1:19
  So
• 1:20
  it's
• 1:20
  a
• 1:20
  really
• 1:20
  great
• 1:20
  experience.
• 1:21
  That's
• 1:21
  fantastic.
• 1:21
  So
• 1:22
  then,
• 1:22
  so
• 1:22
  then
• 1:22
  what
• 1:22
  draws
• 1:23
  one
• 1:23
  to
• 1:23
  the
• 1:24
  distribution
• 1:24
  and
• 1:24
  grocery
• 1:25
  space?
• 1:25
  I'm
• 1:26
  curious,
• 1:26
  like,
• 1:27
  and
• 1:27
  what
• 1:27
  is
• 1:27
  surprise?
• 1:27
  I
• 1:28
  mean,
• 1:28
  you've
• 1:28
  been
• 1:28
  in
• 1:28
  a
• 1:28
  year
• 1:28
  on
• 1:28
  the
• 1:28
  job
• 1:29
  too,
• 1:29
  right?
• 1:30
  So
• 1:30
  what
• 1:30
  drew
• 1:30
  you
• 1:30
  to
• 1:31
  that
• 1:31
  and
• 1:31
  what
• 1:31
  surprised
• 1:31
  you
• 1:32
  the
• 1:32
  most
• 1:32
  in
• 1:32
  this
• 1:32
  first
• 1:32
  year?
• 1:33
  So
• 1:33
  actually
• 1:34
  before
• 1:34
  I
• 1:34
  was
• 1:34
  at
• 1:34
  Kellogg's,
• 1:35
  I
• 1:35
  was
• 1:35
  actually
• 1:36
  with
• 1:36
  Aramark,
• 1:36
  which
• 1:36
  is
• 1:37
  in
• 1:37
  service.
• 1:38
  Okay.
• 1:38
  Close.
• 1:38
  And
• 1:39
  my
• 1:39
  dad
• 1:39
  was
• 1:39
  a
• 1:40
  mushroom
• 1:40
  grower,
• 1:41
  so
• 1:41
  grew
• 1:41
  up
• 1:42
  farming.
• 1:43
  So
• 1:43
  I've
• 1:43
  really
• 1:44
  been
• 1:44
  with
• 1:44
  food
• 1:44
  my
• 1:44
  entire
• 1:45
  career
• 1:46
  and
• 1:46
  life,
• 1:46
  really.
• 1:47
  And
• 1:47
  so
• 1:48
  I
• 1:48
  really
• 1:48
  wasn't
• 1:48
  ready
• 1:49
  to
• 1:49
  leave
• 1:49
  that
• 1:49
  and
• 1:49
  saw
• 1:49
  this
• 1:50
  retail
• 1:50
  food
• 1:51
  distribution
• 1:51
  as
• 1:51
  just
• 1:52
  another
• 1:52
  way
• 1:52
  to
• 1:52
  build
• 1:52
  my
• 1:52
  skill
• 1:53
  sets
• 1:53
  and
• 1:53
  like
• 1:54
  somewhat
• 1:54
  adjacent
• 1:55
  business.
• 1:55
  Yeah,
• 1:56
  absolutely.
• 1:56
  So
• 1:56
  I
• 1:56
  actually,
• 1:57
  when
• 1:57
  I,
• 1:57
  when
• 1:57
  I
• 1:57
  arrived,
• 1:58
  I
• 1:58
  thought
• 1:58
  it
• 1:58
  was
• 1:58
  going
• 1:58
  to
• 1:58
  be
• 1:58
  a
• 1:59
  much
• 1:59
  harder
• 1:59
  transition.
• 1:59
  I'm
• 2:00
  like,
• 2:00
  I
• 2:00
  don't
• 2:00
  really
• 2:00
  know.
• 2:00
  I
• 2:01
  haven't
• 2:01
  worked
• 2:01
  in
• 2:01
  the
• 2:01
  retail
• 2:01
  space,
• 2:02
  but
• 2:02
  it
• 2:02
  was
• 2:02
  actually
• 2:02
  a
• 2:03
  lot
• 2:03
  easier
• 2:03
  than
• 2:03
  I
• 2:03
  thought.
• 2:04
  Just
• 2:04
  in
• 2:04
  the
• 2:05
  sense
• 2:05
  that
• 2:05
  it's
• 2:05
  the
• 2:05
  same
• 2:06
  conversation
• 2:06
  but
• 2:07
  just
• 2:07
  from
• 2:07
  the
• 2:07
  other
• 2:07
  side
• 2:08
  of
• 2:08
  the
• 2:08
  table.
• 2:08
  Right,
• 2:09
  right.
• 2:09
  So
• 2:09
  it
• 2:10
  was,
• 2:10
  it
• 2:10
  was
• 2:10
  not
• 2:10
  as
• 2:10
  hard
• 2:11
  as
• 2:11
  I
• 2:11
  thought.
• 2:11
  Something
• 2:11
  that
• 2:12
  surprised
• 2:12
  me
• 2:12
  though
• 2:13
  was
• 2:14
  how
• 2:14
  little
• 2:15
  brand
• 2:15
  management
• 2:16
  there
• 2:16
  is.
• 2:16
  So
• 2:16
  there's
• 2:16
  a
• 2:16
  lot
• 2:17
  of
• 2:17
  marketing
• 2:17
  execution,
• 2:18
  but
• 2:18
  not
• 2:18
  as
• 2:18
  much
• 2:19
  of
• 2:19
  that
• 2:19
  long
• 2:19
  term
• 2:20
  planning
• 2:20
  that
• 2:20
  you
• 2:20
  maybe
• 2:20
  see
• 2:21
  in
• 2:21
  the
• 2:21
  cpg
• 2:21
  space.
• 2:22
  Right.
• 2:22
  So
• 2:22
  that's
• 2:23
  something
• 2:23
  that
• 2:23
  I'm
• 2:23
  bringing
• 2:24
  to
• 2:24
  the
• 2:24
  table
• 2:24
  Now.
• 2:25
  I've
• 2:25
  reorganized
• 2:26
  the
• 2:26
  team
• 2:26
  and
• 2:26
  added
• 2:27
  in
• 2:27
  actually
• 2:27
  more
• 2:28
  insights.
• 2:29
  So
• 2:29
  make
• 2:29
  sure
• 2:29
  we're
• 2:29
  grounded
• 2:30
  in
• 2:30
  the
• 2:30
  shopper
• 2:30
  and
• 2:31
  brand
• 2:31
  management
• 2:32
  roles
• 2:32
  into
• 2:33
  the
• 2:33
  organization.
• 2:33
  So
• 2:33
  I'm
• 2:33
  hiring.
• 2:34
  I've
• 2:34
  got
• 2:34
  a
• 2:34
  lot
• 2:35
  of
• 2:35
  open
• 2:35
  roles
• 2:35
  to
• 2:35
  build
• 2:36
  up
• 2:36
  that
• 2:36
  capability
• 2:36
  in
• 2:36
  the
• 2:37
  team.
• 2:38
  So
• 2:38
  that's
• 2:38
  one
• 2:38
  thing
• 2:38
  that
• 2:39
  surprised
• 2:39
  you.
• 2:39
  I'm
• 2:39
  curious
• 2:40
  because
• 2:40
  I'm
• 2:40
  surprised.
• 2:40
  I've
• 2:41
  never
• 2:41
  met
• 2:41
  a
• 2:41
  mushroom
• 2:41
  farmer
• 2:42
  before.
• 2:43
  What
• 2:43
  varieties
• 2:44
  of
• 2:44
  mushrooms
• 2:44
  did
• 2:44
  your
• 2:44
  father
• 2:45
  specialize
• 2:46
  in?
• 2:46
  Just
• 2:46
  out
• 2:46
  of
• 2:47
  curiosity?
• 2:47
  I
• 2:47
  mean,
• 2:48
  you're
• 2:49
  gonna
• 2:49
  get
• 2:49
  me
• 2:49
  started
• 2:49
  now.
• 2:49
  I'm
• 2:50
  a
• 2:50
  person
• 2:50
  to
• 2:50
  ask
• 2:50
  her
• 2:51
  that
• 2:51
  question.
• 2:51
  So.
• 2:51
  No,
• 2:52
  my
• 2:52
  dad,
• 2:52
  my
• 2:52
  dad
• 2:53
  just
• 2:53
  grew
• 2:53
  traditional
• 2:53
  white
• 2:54
  button
• 2:54
  mushrooms,
• 2:54
  but
• 2:55
  my
• 2:55
  mom
• 2:55
  actually
• 2:56
  has
• 2:56
  a
• 2:56
  store
• 2:56
  called
• 2:57
  the
• 2:57
  mushroom
• 2:57
  cap
• 2:57
  where
• 2:58
  she
• 2:58
  sells
• 2:58
  all
• 2:58
  varieties
• 2:59
  of
• 2:59
  mushrooms
• 3:00
  in
• 3:00
  her
• 3:00
  store.
• 3:01
  So
• 3:01
  she's
• 3:01
  got,
• 3:01
  you
• 3:02
  know,
• 3:02
  creminis
• 3:03
  and
• 3:03
  baby
• 3:03
  bellas
• 3:04
  and
• 3:04
  shiitakes.
• 3:05
  Shiitakes,
• 3:06
  maitakes,
• 3:07
  enokies,
• 3:09
  all
• 3:09
  the
• 3:09
  mushrooms.
• 3:09
  Any
• 3:09
  kind
• 3:10
  of
• 3:10
  mushroom.
• 3:10
  Yeah.
• 3:10
  Yeah.
• 3:11
  Well,
• 3:11
  I'm
• 3:11
  gonna
• 3:11
  take
• 3:12
  it
• 3:12
  back
• 3:12
  to
• 3:13
  retail
• 3:13
  and
• 3:13
  marketing
• 3:14
  for
• 3:14
  a
• 3:14
  second.
• 3:14
  Oh,
• 3:15
  okay.
• 3:16
  Why
• 3:16
  we're
• 3:16
  here,
• 3:17
  I
• 3:17
  do
• 3:18
  my
• 3:18
  dad
• 3:18
  also
• 3:19
  lease
• 3:19
  space
• 3:20
  to
• 3:20
  mushroom
• 3:21
  growers.
• 3:22
  Oh,
• 3:22
  my
• 3:22
  God.
• 3:23
  We'll
• 3:23
  have
• 3:23
  to
• 3:23
  talk
• 3:23
  offline.
• 3:26
  Also
• 3:27
  interested
• 3:27
  in
• 3:27
  marketing.
• 3:28
  Okay.
• 3:28
  Especially
• 3:28
  when
• 3:29
  you
• 3:29
  talk
• 3:29
  about,
• 3:29
  you
• 3:30
  know,
• 3:30
  your
• 3:30
  responsibility
• 3:31
  for
• 3:31
  handling
• 3:32
  marketing
• 3:33
  e
• 3:33
  commerce
• 3:34
  digital
• 3:34
  experiences
• 3:35
  for
• 3:36
  200
• 3:37
  Spartan
• 3:37
  Nash
• 3:38
  stores.
• 3:38
  Yep.
• 3:38
  Tell
• 3:39
  us
• 3:39
  a
• 3:39
  little
• 3:39
  bit
• 3:39
  about
• 3:40
  some
• 3:40
  of
• 3:40
  the
• 3:40
  challenges
• 3:41
  that
• 3:41
  you're
• 3:42
  looking
• 3:42
  at
• 3:42
  right
• 3:42
  now
• 3:42
  and
• 3:43
  some
• 3:43
  of
• 3:43
  the
• 3:43
  things
• 3:43
  that
• 3:44
  have
• 3:44
  had
• 3:44
  population
• 3:45
  impacts
• 3:45
  when
• 3:46
  you're
• 3:46
  working
• 3:46
  across
• 3:46
  200
• 3:47
  disparate
• 3:47
  locations.
• 3:48
  Sure,
• 3:48
  sure.
• 3:49
  Yeah.
• 3:49
  So
• 3:50
  the
• 3:50
  way
• 3:50
  we
• 3:50
  have
• 3:50
  the
• 3:51
  marketing
• 3:52
  team
• 3:52
  organized,
• 3:52
  we've
• 3:52
  got
• 3:53
  our
• 3:53
  own
• 3:53
  brand.
• 3:53
  Business
• 3:54
  also
• 3:54
  falls
• 3:54
  under
• 3:55
  marketing
• 3:55
  and
• 3:55
  then
• 3:55
  retail
• 3:56
  marketing.
• 3:57
  And
• 3:57
  so
• 3:57
  those
• 3:58
  are
• 3:58
  sort
• 3:58
  of
• 3:58
  our
• 3:58
  two
• 3:58
  businesses.
• 3:59
  And
• 3:59
  then
• 4:00
  we
• 4:00
  have
• 4:00
  a
• 4:00
  center
• 4:00
  of
• 4:00
  excellence
• 4:01
  which
• 4:01
  includes
• 4:01
  things
• 4:02
  like
• 4:02
  E
• 4:02
  comm
• 4:02
  that
• 4:02
  supports
• 4:03
  both
• 4:03
  of
• 4:03
  those
• 4:03
  pieces
• 4:04
  of
• 4:04
  the
• 4:04
  business.
• 4:04
  So
• 4:05
  from
• 4:05
  the
• 4:05
  own
• 4:05
  brand
• 4:05
  side,
• 4:06
  it's
• 4:06
  kind
• 4:06
  of
• 4:06
  like
• 4:06
  a
• 4:06
  mini
• 4:07
  cpg
• 4:07
  within
• 4:07
  a
• 4:08
  real
• 4:08
  retail
• 4:08
  space.
• 4:09
  I
• 4:09
  have
• 4:09
  to
• 4:09
  sell
• 4:09
  in
• 4:09
  my
• 4:10
  products
• 4:10
  to
• 4:10
  my
• 4:10
  category
• 4:11
  managers
• 4:11
  just
• 4:11
  like
• 4:11
  I
• 4:12
  would
• 4:12
  in
• 4:12
  a
• 4:12
  cpg
• 4:12
  space.
• 4:13
  So
• 4:13
  we've
• 4:13
  got
• 4:14
  to
• 4:14
  make
• 4:14
  sure
• 4:14
  we've
• 4:14
  got
• 4:14
  innovations
• 4:15
  that
• 4:15
  are
• 4:15
  growing
• 4:15
  the
• 4:15
  category.
• 4:16
  And,
• 4:16
  you
• 4:16
  know,
• 4:16
  we've
• 4:17
  got
• 4:17
  to
• 4:17
  make
• 4:17
  sure
• 4:17
  we're
• 4:18
  marketing
• 4:18
  our
• 4:18
  brands
• 4:18
  in
• 4:19
  a
• 4:19
  way
• 4:19
  that
• 4:19
  is,
• 4:19
  you
• 4:20
  know,
• 4:20
  of
• 4:20
  interest
• 4:20
  to
• 4:20
  shoppers.
• 4:21
  Yeah.
• 4:21
  Then
• 4:21
  on
• 4:22
  the
• 4:22
  retail
• 4:22
  side,
• 4:23
  you
• 4:23
  know,
• 4:23
  across
• 4:23
  those
• 4:24
  200
• 4:24
  stores,
• 4:24
  we've
• 4:25
  got
• 4:25
  several
• 4:25
  banners,
• 4:26
  which
• 4:26
  is
• 4:26
  what
• 4:26
  drives
• 4:27
  some
• 4:27
  complexity.
• 4:28
  But
• 4:28
  at
• 4:28
  the
• 4:28
  same
• 4:28
  time,
• 4:29
  we're
• 4:29
  a
• 4:29
  community
• 4:29
  grocer
• 4:30
  and
• 4:30
  a
• 4:30
  lot
• 4:30
  of
• 4:30
  times
• 4:30
  those
• 4:31
  names
• 4:31
  have
• 4:32
  meaning
• 4:32
  in
• 4:32
  those
• 4:32
  local
• 4:33
  communities.
• 4:34
  So
• 4:34
  to
• 4:34
  wipe
• 4:34
  away
• 4:34
  all
• 4:35
  of
• 4:35
  that
• 4:35
  equity
• 4:35
  and
• 4:36
  to
• 4:36
  say,
• 4:36
  hey,
• 4:36
  we're
• 4:36
  just
• 4:36
  gonna
• 4:37
  call
• 4:37
  everything
• 4:37
  family
• 4:37
  fair,
• 4:38
  it
• 4:39
  kind
• 4:39
  of
• 4:39
  takes
• 4:39
  away
• 4:39
  a
• 4:39
  little
• 4:39
  bit
• 4:40
  of
• 4:40
  that
• 4:40
  community
• 4:41
  involvement
• 4:42
  and
• 4:42
  engagement.
• 4:43
  So
• 4:43
  what
• 4:44
  we're
• 4:44
  doing
• 4:44
  is
• 4:44
  now
• 4:45
  bucketing
• 4:45
  our
• 4:45
  banners.
• 4:46
  So
• 4:47
  if
• 4:47
  it's
• 4:47
  a
• 4:47
  mainstream
• 4:48
  banner
• 4:48
  versus
• 4:48
  an
• 4:48
  upmarket
• 4:49
  banner,
• 4:49
  each
• 4:50
  one
• 4:50
  of
• 4:50
  those
• 4:50
  banners
• 4:51
  does
• 4:51
  not
• 4:51
  need
• 4:51
  a
• 4:51
  completely
• 4:52
  different
• 4:52
  way
• 4:52
  to
• 4:53
  go
• 4:53
  to
• 4:53
  market.
• 4:53
  It
• 4:54
  just
• 4:54
  needs
• 4:54
  to
• 4:54
  be
• 4:54
  relevant
• 4:55
  with
• 4:55
  the
• 4:55
  shopper
• 4:55
  base
• 4:55
  that
• 4:56
  it
• 4:56
  is
• 4:56
  serving.
• 4:56
  So
• 4:56
  I
• 4:56
  might
• 4:57
  have
• 4:57
  five
• 4:57
  banners
• 4:57
  that
• 4:58
  I
• 4:58
  put
• 4:58
  in
• 4:58
  one
• 4:58
  bucket
• 4:59
  and
• 4:59
  execute
• 4:59
  it
• 5:00
  all
• 5:00
  the
• 5:00
  same
• 5:00
  way
• 5:00
  with
• 5:00
  the
• 5:01
  only
• 5:01
  differences
• 5:01
  being
• 5:02
  really
• 5:02
  the
• 5:02
  creative
• 5:03
  nuances
• 5:03
  and
• 5:03
  logos
• 5:04
  and
• 5:04
  things
• 5:04
  like
• 5:05
  that.
• 5:05
  So
• 5:05
  I
• 5:06
  don't
• 5:06
  need
• 5:06
  all
• 5:07
  completely
• 5:07
  different
• 5:07
  go
• 5:08
  to
• 5:08
  market
• 5:08
  strategies.
• 5:09
  I
• 5:09
  just
• 5:09
  need
• 5:10
  to
• 5:10
  sort
• 5:10
  of
• 5:10
  bucket
• 5:10
  them
• 5:10
  into
• 5:11
  different
• 5:11
  groups.
• 5:11
  And
• 5:12
  so
• 5:12
  that's
• 5:12
  the
• 5:12
  work
• 5:12
  that
• 5:12
  we're
• 5:12
  doing
• 5:13
  right
• 5:13
  now
• 5:13
  to
• 5:13
  figure
• 5:13
  out
• 5:13
  how
• 5:14
  to
• 5:14
  differentiate
• 5:14
  those
• 5:15
  banners
• 5:15
  without
• 5:15
  completely
• 5:16
  doing
• 5:16
  different
• 5:17
  marketing
• 5:17
  campaigns
• 5:18
  across
• 5:18
  all
• 5:18
  of
• 5:18
  them.
• 5:18
  And
• 5:19
  how
• 5:19
  does
• 5:19
  that
• 5:19
  work
• 5:19
  on
• 5:20
  the
• 5:20
  reverse
• 5:20
  side
• 5:20
  too
• 5:21
  then
• 5:21
  when
• 5:21
  you
• 5:21
  have,
• 5:22
  you
• 5:22
  have
• 5:22
  brands
• 5:23
  kind
• 5:23
  of
• 5:23
  trying
• 5:23
  to
• 5:24
  sell
• 5:24
  and
• 5:24
  do
• 5:24
  you
• 5:24
  do
• 5:25
  the
• 5:25
  brands
• 5:25
  and
• 5:26
  CPGs
• 5:26
  work
• 5:26
  with
• 5:27
  you
• 5:27
  and
• 5:27
  to
• 5:27
  try
• 5:27
  to
• 5:28
  understand
• 5:28
  what
• 5:28
  those
• 5:29
  buckets
• 5:29
  are
• 5:29
  so
• 5:29
  they
• 5:30
  know
• 5:30
  like
• 5:30
  how
• 5:30
  to
• 5:31
  position
• 5:31
  their
• 5:32
  product
• 5:32
  in
• 5:33
  those.
• 5:33
  So
• 5:33
  this
• 5:34
  is
• 5:34
  a
• 5:34
  new
• 5:34
  process
• 5:35
  we're
• 5:35
  going
• 5:35
  through
• 5:35
  right
• 5:36
  now.
• 5:36
  And
• 5:36
  so
• 5:37
  we
• 5:37
  will
• 5:37
  look
• 5:37
  at
• 5:37
  things
• 5:37
  like
• 5:38
  assortment.
• 5:38
  So
• 5:39
  even
• 5:39
  within
• 5:39
  my
• 5:39
  own
• 5:40
  brand's
• 5:40
  portfolio,
• 5:40
  we've
• 5:41
  got
• 5:41
  Finest
• 5:42
  Reserve,
• 5:42
  which
• 5:42
  is
• 5:42
  more
• 5:42
  of
• 5:43
  a
• 5:43
  premium
• 5:43
  offering.
• 5:44
  I
• 5:44
  may
• 5:44
  put
• 5:45
  more
• 5:45
  distribution
• 5:46
  of
• 5:46
  that
• 5:46
  in
• 5:46
  my
• 5:46
  upmarket
• 5:47
  stores
• 5:47
  and
• 5:48
  fewer
• 5:48
  in
• 5:49
  the
• 5:49
  mainstream.
• 5:49
  It
• 5:49
  doesn't
• 5:49
  mean
• 5:49
  I
• 5:50
  shouldn't
• 5:50
  have
• 5:50
  it,
• 5:50
  but
• 5:51
  what's
• 5:51
  that?
• 5:51
  Right.
• 5:51
  Balance.
• 5:52
  And
• 5:52
  so
• 5:52
  we
• 5:53
  just
• 5:53
  presented
• 5:53
  yesterday
• 5:54
  to
• 5:54
  the
• 5:54
  vendors
• 5:54
  about
• 5:55
  the
• 5:55
  idea
• 5:56
  that
• 5:56
  we're
• 5:56
  going
• 5:56
  to
• 5:56
  be
• 5:56
  separating
• 5:57
  like
• 5:57
  this
• 5:57
  and
• 5:57
  give
• 5:57
  more
• 5:57
  opportunities
• 5:58
  to
• 5:58
  differentiate
• 5:59
  across
• 5:59
  our
• 6:00
  programming.
• 6:00
  So
• 6:01
  we're
• 6:01
  not
• 6:01
  all
• 6:02
  the
• 6:02
  way
• 6:02
  there
• 6:02
  yet.
• 6:02
  That's
• 6:02
  the
• 6:03
  journey
• 6:03
  we're
• 6:03
  on,
• 6:03
  right?
• 6:04
  Yeah.
• 6:04
  How
• 6:04
  do
• 6:04
  you
• 6:04
  think
• 6:04
  about
• 6:05
  data
• 6:05
  within
• 6:05
  that
• 6:06
  context
• 6:06
  too,
• 6:07
  Aaron?
• 6:07
  Like
• 6:07
  in
• 6:07
  terms
• 6:08
  of
• 6:08
  the
• 6:08
  marketing
• 6:09
  programs,
• 6:09
  the
• 6:09
  loyalty
• 6:10
  programs
• 6:10
  that
• 6:10
  you
• 6:10
  create
• 6:11
  across
• 6:11
  all
• 6:11
  those,
• 6:11
  you
• 6:12
  know,
• 6:12
  locations
• 6:12
  across
• 6:12
  the
• 6:13
  country?
• 6:13
  Yeah,
• 6:14
  I
• 6:14
  mean
• 6:14
  we
• 6:14
  pull
• 6:14
  all
• 6:15
  of
• 6:15
  that
• 6:15
  data
• 6:15
  together
• 6:16
  and
• 6:16
  use
• 6:16
  it
• 6:16
  as
• 6:17
  one,
• 6:17
  as
• 6:17
  one
• 6:17
  broader
• 6:18
  audience.
• 6:18
  I
• 6:18
  mean,
• 6:18
  we
• 6:18
  do
• 6:19
  a
• 6:19
  lot
• 6:19
  of
• 6:19
  geo
• 6:20
  also.
• 6:20
  So,
• 6:20
  you
• 6:20
  know,
• 6:21
  the
• 6:21
  banners
• 6:21
  that
• 6:22
  are
• 6:22
  in
• 6:22
  certain
• 6:22
  markets
• 6:23
  are
• 6:23
  only
• 6:23
  going
• 6:23
  to
• 6:23
  market
• 6:23
  to
• 6:24
  those,
• 6:24
  to
• 6:24
  those
• 6:25
  markets.
• 6:26
  So
• 6:26
  we,
• 6:26
  I
• 6:26
  mean
• 6:27
  we
• 6:27
  are
• 6:27
  also
• 6:27
  working
• 6:27
  on,
• 6:28
  you
• 6:28
  know,
• 6:28
  our
• 6:29
  website
• 6:29
  and
• 6:30
  our
• 6:30
  capabilities
• 6:31
  to
• 6:31
  build
• 6:31
  up
• 6:32
  our
• 6:32
  first
• 6:32
  party
• 6:32
  data.
• 6:33
  Yep.
• 6:33
  We
• 6:34
  are
• 6:35
  launching
• 6:35
  a
• 6:35
  lot
• 6:35
  of
• 6:35
  personalized
• 6:36
  offers
• 6:36
  and
• 6:36
  obviously
• 6:37
  the
• 6:37
  more
• 6:37
  that
• 6:37
  we
• 6:37
  can
• 6:37
  collect
• 6:38
  of
• 6:38
  that
• 6:38
  data
• 6:38
  and
• 6:38
  the
• 6:38
  more
• 6:38
  we
• 6:39
  can
• 6:39
  learn
• 6:39
  about
• 6:39
  our
• 6:39
  shoppers,
• 6:39
  the
• 6:40
  more
• 6:40
  relevant
• 6:40
  the
• 6:40
  offerings
• 6:41
  we
• 6:41
  can
• 6:41
  give
• 6:41
  them.
• 6:42
  But
• 6:42
  we
• 6:43
  do
• 6:43
  still
• 6:43
  have
• 6:43
  a
• 6:43
  lot
• 6:43
  of
• 6:44
  work
• 6:44
  to
• 6:44
  do
• 6:44
  on
• 6:44
  collecting
• 6:45
  more
• 6:45
  of
• 6:45
  that
• 6:45
  data
• 6:45
  and
• 6:46
  getting
• 6:46
  all
• 6:46
  of
• 6:46
  our,
• 6:47
  our
• 6:47
  e
• 6:47
  Comm
• 6:47
  and
• 6:47
  our
• 6:48
  loyalty
• 6:49
  in
• 6:49
  a
• 6:49
  better
• 6:50
  place.
• 6:50
  And
• 6:50
  how
• 6:50
  do
• 6:50
  you
• 6:50
  think
• 6:50
  about
• 6:50
  that
• 6:51
  from
• 6:51
  a
• 6:51
  retail
• 6:51
  media
• 6:51
  design
• 6:52
  standpoint,
• 6:52
  do
• 6:52
  you
• 6:53
  think?
• 6:53
  Because,
• 6:53
  because
• 6:54
  you
• 6:54
  said
• 6:54
  all
• 6:54
  the
• 6:54
  brands
• 6:55
  have
• 6:55
  their
• 6:55
  own
• 6:55
  uniqueness
• 6:55
  in
• 6:56
  the
• 6:56
  local
• 6:56
  markets.
• 6:56
  Do
• 6:56
  you
• 6:57
  think
• 6:57
  of
• 6:57
  retail
• 6:57
  media
• 6:58
  like
• 6:58
  one
• 6:58
  to
• 6:58
  one
• 6:59
  in
• 6:59
  that
• 6:59
  way
• 6:59
  or
• 6:59
  do
• 6:59
  you
• 6:59
  think
• 7:00
  of
• 7:00
  it
• 7:00
  more
• 7:00
  holistically
• 7:01
  across
• 7:01
  the
• 7:01
  Spartan
• 7:02
  ash
• 7:02
  portfolio?
• 7:02
  Like
• 7:03
  how
• 7:03
  do
• 7:03
  you
• 7:03
  look
• 7:03
  at
• 7:03
  that?
• 7:03
  Yeah,
• 7:03
  from
• 7:03
  a
• 7:04
  retail
• 7:04
  media.
• 7:04
  And
• 7:04
  that's
• 7:05
  another.
• 7:05
  We're
• 7:05
  standing
• 7:05
  up
• 7:05
  a
• 7:06
  retail
• 7:06
  media
• 7:06
  network
• 7:06
  right
• 7:07
  now.
• 7:08
  But
• 7:08
  we
• 7:08
  will,
• 7:09
  we're
• 7:09
  again
• 7:10
  pulling
• 7:10
  all
• 7:10
  of
• 7:10
  those
• 7:10
  together.
• 7:11
  So
• 7:11
  when
• 7:11
  we've
• 7:12
  got
• 7:12
  someone
• 7:12
  and
• 7:12
  we'll.
• 7:13
  And
• 7:13
  it's
• 7:13
  based
• 7:13
  on
• 7:13
  targeting.
• 7:14
  Right.
• 7:14
  So
• 7:14
  if
• 7:15
  you're
• 7:15
  looking
• 7:15
  for
• 7:15
  a
• 7:15
  certain
• 7:16
  type
• 7:16
  of
• 7:16
  shopper,
• 7:16
  it
• 7:17
  might
• 7:17
  be
• 7:17
  a
• 7:17
  shopper
• 7:17
  at
• 7:17
  Family
• 7:18
  fair,
• 7:18
  it
• 7:18
  might
• 7:18
  be
• 7:18
  a
• 7:18
  shopper
• 7:19
  at
• 7:19
  bg.
• 7:19
  So
• 7:20
  it's
• 7:20
  less
• 7:20
  about
• 7:21
  one
• 7:21
  specific
• 7:22
  banner
• 7:22
  and
• 7:22
  all
• 7:22
  of
• 7:22
  their
• 7:23
  shoppers.
• 7:23
  It's,
• 7:23
  you
• 7:23
  know,
• 7:23
  if
• 7:23
  I'm
• 7:24
  looking
• 7:24
  for
• 7:24
  a
• 7:24
  mom
• 7:24
  with
• 7:25
  kids
• 7:25
  or
• 7:25
  if
• 7:25
  I'm
• 7:25
  looking
• 7:26
  for,
• 7:26
  you
• 7:26
  know,
• 7:26
  somebody
• 7:27
  who's
• 7:27
  looking
• 7:27
  for
• 7:27
  something
• 7:27
  on
• 7:27
  the
• 7:28
  grill.
• 7:28
  So
• 7:28
  it's,
• 7:28
  it
• 7:28
  would
• 7:29
  be
• 7:29
  more
• 7:29
  consumer
• 7:30
  based
• 7:30
  than
• 7:31
  banner
• 7:31
  based.
• 7:31
  That
• 7:32
  makes
• 7:32
  sense.
• 7:32
  But
• 7:32
  it's
• 7:32
  all
• 7:33
  one
• 7:33
  pool
• 7:33
  considered,
• 7:34
  one
• 7:34
  pool
• 7:34
  that
• 7:34
  we
• 7:34
  can,
• 7:35
  that
• 7:35
  we
• 7:35
  can.
• 7:35
  Draw
• 7:36
  what
• 7:36
  the
• 7:36
  brands
• 7:36
  care
• 7:36
  about.
• 7:37
  Ultimately,
• 7:37
  at
• 7:37
  the
• 7:37
  end
• 7:37
  of
• 7:37
  the
• 7:37
  day.
• 7:38
  We
• 7:38
  want
• 7:38
  to
• 7:38
  get
• 7:38
  them
• 7:38
  the
• 7:39
  most
• 7:39
  scale
• 7:39
  that
• 7:39
  we
• 7:39
  can
• 7:40
  in
• 7:40
  the
• 7:40
  target
• 7:40
  that
• 7:41
  they're
• 7:41
  trying
• 7:41
  to
• 7:41
  reach.
• 7:42
  Well,
• 7:43
  Aaron,
• 7:43
  I'm
• 7:43
  curious
• 7:44
  because
• 7:44
  of
• 7:44
  your
• 7:45
  visibility
• 7:46
  then
• 7:46
  to
• 7:47
  both
• 7:47
  the
• 7:47
  retail
• 7:48
  side
• 7:48
  of
• 7:48
  things
• 7:48
  and
• 7:48
  the
• 7:48
  CPG
• 7:49
  side
• 7:49
  of
• 7:49
  things
• 7:50
  and
• 7:51
  you're,
• 7:51
  you're
• 7:51
  bucketing
• 7:52
  what
• 7:52
  you're
• 7:52
  selling
• 7:53
  in
• 7:53
  each
• 7:53
  store
• 7:54
  now
• 7:54
  by
• 7:55
  region,
• 7:55
  which
• 7:55
  is
• 7:56
  really
• 7:56
  cool,
• 7:57
  that
• 7:57
  you
• 7:57
  can
• 7:57
  offer
• 7:57
  your
• 7:58
  customers
• 7:58
  that.
• 7:59
  What
• 7:59
  are
• 7:59
  some
• 7:59
  of
• 7:59
  the
• 7:59
  trends
• 8:00
  that
• 8:00
  you're
• 8:00
  noticing
• 8:01
  both
• 8:01
  in
• 8:02
  CPG
• 8:02
  and
• 8:03
  in
• 8:03
  just
• 8:03
  how
• 8:04
  people
• 8:04
  are
• 8:04
  shopping
• 8:05
  for
• 8:05
  food
• 8:05
  and
• 8:05
  groceries?
• 8:06
  Yeah,
• 8:07
  I
• 8:07
  mean
• 8:07
  I
• 8:07
  think
• 8:07
  this
• 8:08
  is
• 8:08
  where
• 8:09
  I
• 8:09
  think
• 8:09
  a
• 8:10
  lot
• 8:10
  of
• 8:10
  the
• 8:10
  headlines
• 8:10
  talk
• 8:10
  about
• 8:11
  price.
• 8:11
  Everybody
• 8:11
  wants
• 8:11
  to
• 8:11
  talk
• 8:12
  about
• 8:12
  price.
• 8:12
  Price.
• 8:13
  Price
• 8:13
  is
• 8:13
  very
• 8:13
  important,
• 8:14
  but
• 8:14
  it's
• 8:15
  also
• 8:15
  what
• 8:15
  benefits
• 8:16
  are
• 8:16
  you
• 8:16
  getting
• 8:16
  along
• 8:16
  with
• 8:17
  that
• 8:17
  price?
• 8:17
  So
• 8:17
  when
• 8:17
  we
• 8:17
  think
• 8:18
  about
• 8:18
  that
• 8:18
  banner
• 8:18
  architecture
• 8:19
  and
• 8:19
  bucketing
• 8:20
  our
• 8:20
  banners
• 8:21
  together,
• 8:21
  it's
• 8:22
  what's
• 8:22
  the
• 8:22
  right
• 8:22
  combination
• 8:23
  of
• 8:23
  price
• 8:23
  and
• 8:23
  benefits
• 8:24
  to
• 8:24
  give
• 8:24
  the
• 8:24
  shopper
• 8:25
  the
• 8:25
  value
• 8:25
  that
• 8:25
  they're
• 8:26
  looking
• 8:26
  for.
• 8:26
  So
• 8:26
  if
• 8:27
  you're
• 8:27
  a
• 8:28
  time
• 8:28
  starved
• 8:30
  shopper,
• 8:30
  you
• 8:31
  might
• 8:31
  be
• 8:31
  more
• 8:31
  interested
• 8:32
  in
• 8:32
  the
• 8:32
  fact
• 8:33
  that
• 8:33
  you
• 8:33
  can
• 8:33
  order
• 8:33
  groceries
• 8:34
  online
• 8:34
  and
• 8:34
  have
• 8:34
  them
• 8:35
  delivered
• 8:35
  to
• 8:35
  you
• 8:35
  or
• 8:35
  pick
• 8:36
  them
• 8:36
  up.
• 8:36
  Or
• 8:37
  if
• 8:37
  you
• 8:38
  are
• 8:38
  somebody
• 8:38
  who's
• 8:38
  looking
• 8:38
  to
• 8:39
  have
• 8:39
  people
• 8:39
  to
• 8:39
  your
• 8:39
  house,
• 8:39
  you
• 8:40
  might
• 8:40
  be
• 8:40
  more
• 8:40
  interested
• 8:41
  in
• 8:41
  fresh
• 8:42
  made
• 8:42
  items
• 8:42
  like
• 8:43
  our
• 8:43
  store
• 8:43
  made
• 8:44
  brats
• 8:44
  from
• 8:44
  our
• 8:44
  brat
• 8:45
  shop
• 8:45
  or
• 8:45
  our
• 8:45
  deli
• 8:46
  made
• 8:46
  fresh
• 8:46
  salads.
• 8:47
  So
• 8:47
  it's
• 8:48
  really
• 8:48
  about
• 8:48
  that
• 8:48
  combination
• 8:49
  of
• 8:49
  benefits
• 8:50
  based
• 8:50
  on
• 8:50
  what
• 8:50
  that
• 8:51
  shopper
• 8:51
  is
• 8:51
  looking
• 8:51
  for
• 8:52
  than
• 8:52
  saying
• 8:52
  there's
• 8:53
  just
• 8:53
  one
• 8:53
  thing.
• 8:53
  And
• 8:54
  so
• 8:54
  that's
• 8:54
  what
• 8:54
  we're
• 8:54
  working
• 8:55
  to
• 8:55
  right
• 8:55
  now
• 8:55
  is
• 8:56
  making
• 8:56
  sure
• 8:56
  we've
• 8:56
  got
• 8:56
  that
• 8:57
  right
• 8:57
  combination
• 8:58
  of
• 8:59
  elements
• 9:00
  to
• 9:00
  serve
• 9:00
  the
• 9:00
  customer's
• 9:01
  needs.
• 9:01
  Are
• 9:01
  there
• 9:02
  any
• 9:02
  things
• 9:02
  that
• 9:02
  you
• 9:02
  notice
• 9:03
  that
• 9:03
  people
• 9:03
  are
• 9:04
  buying
• 9:04
  more
• 9:04
  of?
• 9:05
  Like
• 9:05
  looking
• 9:06
  around
• 9:06
  this
• 9:06
  place?
• 9:06
  There's
• 9:07
  functional
• 9:07
  food
• 9:08
  and
• 9:08
  beverages,
• 9:08
  there's
• 9:09
  all
• 9:09
  these
• 9:09
  things.
• 9:09
  Like
• 9:10
  any
• 9:10
  specific
• 9:10
  products
• 9:11
  that
• 9:11
  you're
• 9:11
  seeing
• 9:11
  people
• 9:12
  start
• 9:12
  to
• 9:12
  gravitate
• 9:13
  more
• 9:13
  towards?
• 9:14
  I
• 9:14
  mean,
• 9:14
  we
• 9:14
  have
• 9:14
  in
• 9:15
  the
• 9:15
  past,
• 9:15
  yes,
• 9:15
  we
• 9:16
  are
• 9:16
  certainly
• 9:16
  seeing
• 9:16
  more
• 9:17
  of
• 9:17
  the,
• 9:18
  you
• 9:18
  know,
• 9:18
  protein
• 9:19
  with
• 9:19
  the
• 9:19
  GLP1.
• 9:20
  Yeah.
• 9:21
  So
• 9:21
  there's
• 9:21
  a
• 9:21
  lot
• 9:22
  of
• 9:22
  the
• 9:22
  protein,
• 9:22
  the
• 9:22
  smaller
• 9:23
  serving
• 9:23
  sizes
• 9:24
  and
• 9:24
  things
• 9:24
  like
• 9:24
  that
• 9:25
  that
• 9:25
  we're
• 9:25
  starting
• 9:25
  to
• 9:25
  see
• 9:25
  a
• 9:25
  disproportionate
• 9:26
  amount
• 9:26
  of
• 9:26
  growth.
• 9:27
  We're
• 9:27
  not
• 9:27
  doing
• 9:27
  anything
• 9:28
  specific
• 9:29
  to
• 9:29
  market
• 9:29
  to
• 9:29
  that
• 9:30
  audience
• 9:30
  right
• 9:30
  now.
• 9:31
  I
• 9:31
  think
• 9:31
  that's
• 9:31
  just
• 9:31
  one
• 9:31
  of
• 9:31
  those
• 9:32
  trends
• 9:33
  that's
• 9:33
  happening
• 9:33
  in
• 9:33
  the,
• 9:34
  in
• 9:35
  the
• 9:35
  broader
• 9:35
  culture
• 9:36
  that
• 9:36
  is
• 9:37
  driving
• 9:37
  shoppers
• 9:37
  to
• 9:38
  look
• 9:38
  for
• 9:38
  those
• 9:38
  needs.
• 9:39
  But
• 9:39
  that
• 9:39
  is
• 9:39
  something
• 9:39
  with
• 9:39
  our
• 9:40
  own
• 9:40
  brand
• 9:40
  portfolio.
• 9:41
  We
• 9:41
  don't
• 9:42
  really
• 9:42
  have
• 9:42
  an
• 9:43
  own
• 9:43
  brand
• 9:43
  portfolio
• 9:44
  that
• 9:44
  is
• 9:44
  targeting
• 9:45
  healthier
• 9:46
  offerings.
• 9:46
  And
• 9:46
  so
• 9:46
  that's
• 9:47
  an
• 9:47
  area
• 9:47
  we're
• 9:47
  looking
• 9:47
  at
• 9:47
  too.
• 9:48
  Are
• 9:48
  there
• 9:48
  white
• 9:48
  spaces
• 9:49
  to
• 9:49
  offer
• 9:50
  more,
• 9:50
  more
• 9:50
  things
• 9:51
  in
• 9:51
  those
• 9:51
  spaces?
• 9:51
  Right
• 9:52
  to
• 9:53
  that
• 9:53
  point,
• 9:53
  one
• 9:53
  of
• 9:53
  the
• 9:54
  last
• 9:54
  questions
• 9:54
  I
• 9:54
  was
• 9:54
  going
• 9:54
  to
• 9:54
  ask
• 9:55
  you
• 9:55
  was,
• 9:55
  you
• 9:55
  know,
• 9:56
  we
• 9:56
  just
• 9:56
  had
• 9:56
  a
• 9:56
  great
• 9:56
  podcast
• 9:57
  conversation
• 9:58
  with
• 9:58
  a
• 9:58
  consultancy
• 9:58
  group
• 9:59
  that
• 9:59
  we
• 9:59
  do
• 9:59
  a
• 9:59
  lot
• 9:59
  of
• 9:59
  work
• 9:59
  with,
• 9:59
  the
• 10:00
  AM
• 10:00
  Consumer
• 10:01
  and
• 10:01
  Retail
• 10:01
  group.
• 10:01
  And
• 10:02
  it
• 10:02
  was
• 10:02
  about
• 10:02
  space
• 10:03
  planning
• 10:03
  in
• 10:03
  grocery
• 10:03
  and
• 10:04
  the
• 10:04
  needs
• 10:04
  for,
• 10:04
  for
• 10:04
  grocers
• 10:05
  to
• 10:05
  really
• 10:05
  think
• 10:06
  about
• 10:06
  their
• 10:06
  space
• 10:06
  planning
• 10:07
  in
• 10:07
  their
• 10:07
  stores,
• 10:07
  you
• 10:08
  know,
• 10:08
  for
• 10:08
  the
• 10:08
  long
• 10:08
  term
• 10:08
  based
• 10:09
  on
• 10:09
  the
• 10:09
  trends
• 10:09
  that
• 10:10
  they're
• 10:10
  seeing
• 10:10
  convergence.
• 10:11
  So
• 10:11
  I'm
• 10:12
  curious,
• 10:12
  is
• 10:12
  there
• 10:12
  one
• 10:12
  trend
• 10:13
  that
• 10:13
  you
• 10:13
  say
• 10:14
  when
• 10:14
  you
• 10:14
  look
• 10:14
  out
• 10:15
  five
• 10:15
  to
• 10:15
  ten
• 10:15
  years
• 10:15
  from
• 10:15
  now
• 10:16
  you
• 10:16
  think
• 10:16
  will
• 10:16
  impact,
• 10:17
  you
• 10:17
  know,
• 10:17
  grocers
• 10:18
  more
• 10:18
  so
• 10:18
  than
• 10:18
  others,
• 10:19
  or
• 10:19
  maybe
• 10:19
  that's
• 10:19
  not
• 10:19
  getting
• 10:20
  as
• 10:20
  much
• 10:20
  credence
• 10:21
  as
• 10:21
  it
• 10:21
  probably
• 10:21
  deserves
• 10:22
  right
• 10:22
  now?
• 10:23
  I
• 10:23
  mean,
• 10:23
  I
• 10:23
  think
• 10:24
  that
• 10:24
  the,
• 10:24
  the
• 10:24
  health
• 10:25
  space
• 10:25
  is
• 10:25
  going
• 10:25
  to
• 10:25
  continue
• 10:26
  to
• 10:26
  evolve
• 10:27
  like
• 10:27
  medicine?
• 10:28
  That.
• 10:28
  Yeah.
• 10:28
  I
• 10:29
  mean,
• 10:29
  but
• 10:29
  I
• 10:29
  think
• 10:29
  in
• 10:30
  general,
• 10:30
  I
• 10:30
  think
• 10:30
  when
• 10:31
  we
• 10:31
  think
• 10:31
  about
• 10:31
  assortment
• 10:32
  more
• 10:32
  broadly,
• 10:32
  I
• 10:33
  think
• 10:33
  we
• 10:33
  too
• 10:33
  often
• 10:34
  go
• 10:34
  to
• 10:34
  bringing
• 10:34
  in
• 10:35
  all
• 10:35
  the
• 10:35
  new
• 10:35
  things
• 10:36
  just
• 10:36
  because
• 10:36
  they're
• 10:36
  new
• 10:37
  and
• 10:37
  we
• 10:37
  sometimes
• 10:37
  don't
• 10:38
  give
• 10:38
  enough
• 10:38
  space
• 10:39
  to
• 10:39
  the
• 10:39
  things
• 10:39
  that
• 10:40
  our
• 10:40
  everyday
• 10:40
  needs
• 10:41
  that
• 10:41
  people
• 10:41
  are
• 10:41
  going
• 10:41
  to
• 10:42
  continue
• 10:42
  to
• 10:42
  know
• 10:42
  and
• 10:42
  love.
• 10:43
  So
• 10:43
  there's
• 10:43
  also
• 10:44
  that,
• 10:44
  like,
• 10:44
  what's
• 10:44
  that
• 10:45
  right
• 10:45
  balance
• 10:45
  of
• 10:45
  this
• 10:45
  new
• 10:46
  jump
• 10:46
  on
• 10:46
  the
• 10:46
  trend
• 10:47
  to,
• 10:47
  like,
• 10:48
  having
• 10:48
  the
• 10:48
  right
• 10:48
  amount
• 10:48
  of
• 10:49
  facings
• 10:49
  of
• 10:49
  some
• 10:50
  of
• 10:50
  the
• 10:50
  things
• 10:50
  that,
• 10:50
  you
• 10:51
  know,
• 10:51
  shoppers
• 10:51
  are
• 10:51
  really
• 10:52
  interested
• 10:52
  in.
• 10:52
  But
• 10:52
  it's
• 10:53
  also
• 10:53
  not
• 10:53
  all
• 10:53
  about
• 10:53
  health.
• 10:54
  Like
• 10:54
  Bomb
• 10:54
  Pops,
• 10:55
  which
• 10:55
  have
• 10:55
  been
• 10:55
  around
• 10:55
  forever.
• 10:56
  Right.
• 10:56
  Are
• 10:57
  now
• 10:57
  all
• 10:57
  of
• 10:57
  a
• 10:57
  sudden,
• 10:57
  like,
• 10:58
  kids
• 10:58
  are
• 10:58
  acting
• 10:58
  like
• 10:58
  they're
• 10:58
  the
• 10:59
  greatest
• 10:59
  new
• 10:59
  thing
• 10:59
  and
• 11:00
  they've
• 11:00
  come
• 11:00
  out
• 11:00
  with
• 11:00
  all
• 11:00
  these
• 11:00
  flavors.
• 11:01
  But
• 11:01
  it's
• 11:01
  like
• 11:01
  at
• 11:02
  the
• 11:02
  same
• 11:02
  time,
• 11:02
  most
• 11:02
  people
• 11:02
  still
• 11:03
  are
• 11:03
  wanting,
• 11:04
  you
• 11:04
  know,
• 11:04
  the
• 11:05
  regular
• 11:05
  Bomb
• 11:05
  Pop.
• 11:06
  I
• 11:06
  always
• 11:06
  want
• 11:06
  that
• 11:06
  sweet
• 11:06
  indulgence.
• 11:07
  Yeah.
• 11:07
  So
• 11:08
  I
• 11:08
  love
• 11:09
  that
• 11:09
  Bomb
• 11:09
  Pops
• 11:09
  are
• 11:09
  coming
• 11:10
  back
• 11:10
  and
• 11:10
  kids
• 11:10
  are
• 11:10
  thinking
• 11:10
  that
• 11:11
  they're
• 11:11
  like
• 11:11
  a
• 11:11
  brand
• 11:11
  new
• 11:11
  item.
• 11:12
  Right,
• 11:12
  right,
• 11:13
  right.
• 11:13
  That
• 11:13
  makes
• 11:13
  sense.
• 11:13
  That
• 11:14
  makes
• 11:14
  sense.
• 11:14
  Yeah.
• 11:14
  But
• 11:15
  it's
• 11:15
  definitely
• 11:15
  top
• 11:16
  of
• 11:16
  mind.
• 11:16
  The
• 11:16
  whole,
• 11:17
  the
• 11:17
  healthy
• 11:17
  trends,
• 11:18
  the
• 11:18
  food
• 11:18
  is
• 11:18
  medicine
• 11:19
  trends.
• 11:19
  That's
• 11:19
  something
• 11:19
  that
• 11:20
  you're
• 11:20
  definitely
• 11:21
  thinking
• 11:21
  about.
• 11:21
  Okay.
• 11:22
  For
• 11:22
  sure.
• 11:22
  Well,
• 11:23
  Aaron,
• 11:23
  thank
• 11:23
  you
• 11:24
  so
• 11:24
  much
• 11:24
  for
• 11:24
  taking
• 11:25
  the
• 11:25
  time
• 11:25
  with
• 11:25
  us
• 11:25
  today,
• 11:26
  for
• 11:26
  sharing
• 11:27
  your
• 11:27
  background,
• 11:28
  all
• 11:28
  of
• 11:28
  your
• 11:29
  knowledge
• 11:29
  with
• 11:29
  our
• 11:29
  audience
• 11:29
  at
• 11:30
  omnitalk.
• 11:30
  Thank
• 11:30
  you
• 11:30
  again
• 11:31
  to
• 11:31
  Simby
• 11:32
  and
• 11:32
  Spartan
• 11:33
  Nash
• 11:33
  for
• 11:33
  having
• 11:33
  us
• 11:34
  here
• 11:34
  at
• 11:34
  the
• 11:35
  Food
• 11:35
  Expo.
• 11:36
  And
• 11:36
  until
• 11:37
  our
• 11:37
  next
• 11:37
  interview,
• 11:38
  be
• 11:39
  careful
• 11:39
  out
• 11:39
  there.