Supermarket and Social Media Superstar

PROLOGUE:

I met Leah back in early 2001 after we both started working as supermarket RDs.  We were part of a small group of dietitians who were hired to work with various retailers across the country as part of a new wave of grocery store nutrition programs.  Following in the footsteps of a few very early pioneers, we were excited about new career opportunities in our field and hopeful that more retailers would see the value of the RD and that the public would benefit from more access to credible nutrition information.  We worked hard to lay the groundwork and pave the way for future dietitian opportunities in the grocery industry.

Our roles and responsibilities varied greatly, however most of us engaged in regular media interviews.  This photo is from one of our very first media trainings.

Leah is the second to the left in the back row and I’m on the far right in the front row.

To the best of my knowledge, Leah is the only RD from this group who continues on as a supermarket dietitian today.  Many, like myself, passed the torch on to other dietitians who continued on, helping to make sure that supermarket nutrition programs would survive, and maybe even thrive!

MELISSA:  How did you become interested in a career in nutrition, and how long have you been an RD?

LEAH:  I really haven’t been a dietitian all that long, considering I’m in my early 50s (really early 50s mind you).  I graduated from University of Maryland in 1995 and did my internship with the US Army in 1996.  I have another degree in Speech Communications from West Chester University.  I had been interested in nutrition for some time, mostly because my dad had Type 2 diabetes and I saw the effect of diet on his health.    It took me a while to get up the nerve to go back to school because I had math (and science) phobia.

MELISSA:  Tell me a little bit about your nutrition philosophy – what are you known for?

LEAH:  I guess I would say “approachable nutrition”.  I try and keep in mind that fact that all of us approach food from different perspectives based on our health, budget,  families and cultural background. I also feel pretty strongly that we put way too much emphasis on food and not on all of the other factors that contribute to health like exercise, stress, happiness, family situations…. so as dietitians we need to try and keep all of those things in mind and teach…not “preach” nutrition.

MELISSA:  No one wants to be preached to – especially about their health.  You’re the supermarket dietitian for Ingles – tell us about your role and how it has changed over the years.

LEAH:  I’ve been with Ingles for almost 13 years.  When I first started out, I spent a good deal of time making connections with hospitals in our different areas and getting to know our stores and store managers.  Most of my activity as a supermarket dietitian was doing store tours for various groups like scouts, diabetes support groups and cardiac rehab groups and going in to schools and teaching nutrition messages.  These days my time is divided up between doing social media, traditional media (TV appearances and hosting a radio show), public speaking to groups, writing articles, working with local farmers and vendors and communicating with a network of gluten-free consumers.  I also do more advising to management on nutrition issues.

MELISSA: I see how your speech/communications background comes in handy!  Tell us more about the different types of nutrition communications you engage in.

LEAH: I’ve hosted a weekly radio program on WWNC 570am for Ingles for the past seven years.  It’s called “Ingles Information Aisle” and now can be heard on iheartradio.com.

I write for many publications.  This changes annually depending on where Ingles is advertising. Right now I write weekly for the Mountain Express – an Asheville based entertainment and news publication and monthly for WNC Parent Magazine.

WNC Parent Magazine

Each month I record about six in-store radio spots that play daily in all 204 stores in six states.

I appear at least one to two times a month on different TV programs in the Asheville and Greenville SC markets. Here’s one of my recent clips.  

Leah McGrath’s TV Appearances

Social media – I operate the Ingles Markets Facebook page; my Leah McGrath Dietitian Facebook page; InglesDietitian Twitter, Ingles Advantage Twitter and my own Twitter account.

I’ve written a lot of blog posts on social media and cautionary tales.

I have a Pinterest page.

Leah McGrath’s Pinterest

I send out pertinent nutrition communications to our store managers, buyers and VPs regularly

I am often quoted in Supermarket News and other trade publications.

MELISSA: I think many people would be surprised at the extent of communications skills needed for this type of job.  I recall spending almost as much time communicating internally about my programs and media hits as I spent time doing the programs and media (which is one reason these jobs can require long days and much more than 40 hours a week).  Social media wasn’t around back when I was a retail RD but I see what a great fit it is.  What prompted you to start getting so involved in social media?

LEAH: Like many adults, especially females, I got into social media to “spy on”(or monitor if you will) our teenaged kids via MySpace and then when they left MySpace for Facebook, I got on Facebook.  I wasn’t all that interested in it at first but about three to four years ago I started seeing more companies engaged so I started a Facebook page for Ingles Markets.  About the same time I started my @InglesDietitian on Twitter. Fortunately the President of Ingles has a lot of faith and confidence in me and gave me the go ahead to do this.  I felt both were a good way to communicate with the public and also offer the public opportunities to communicate with me/us.

MELISSA: You mentioned your podcast interviews you have been doing for quite some time and have had some very interesting guests – tell us about these.

LEAH: The interviews are from the radio program, “Ingles Information Aisle.”  We decided early on to save some of them as podcasts and host them on the website.  My interviews are with all sorts of folks…local farmers who sell to Ingles, chefs, Paula Deen, Lisa Lillien (Hungry  Girl) and of course many local and nationally known dietitians like David Grotto, Dawn Jackson Blatner,  Cheryl Forberg of NBC’s the Biggest Loser and Bonnie Taub Dix.

Leah McGrath’s Podcasts

MELISSA: What do you enjoy most about being a supermarket RD and what do you find most challenging?

LEAH: I would say I enjoy the diversity of my job the most and the fact that the majority of time I manage my own schedule and pick what I want to do.  So when people ask me what a “typical day” is like there is no good answer because every day is different.  It’s sometimes challenging to stop working and to balance personal and professional time.

MELISSA: I remember pulling all-nighters for that job!  There certainly is no end to the work, so you do have to be careful!  Many people look up to supermarket RDs because of the unique and exciting work you do, and many would love to have this type of job.  What advice do you have for RDs about building the skill set required for this job and how to break into this area of expertise?

LEAH: First it’s important for those interested in this type of career to realize that all retailers (supermarket chains) are different and a supermarket RD position at one retailer may be totally different at another.  I also really encourage dietitians to get clinical experience and also to learn more about the supermarket industry.  It concerns me to hear about RDs getting into this field directly out of an internship because in most cases the retailer will expect you to “hit the ground running”.  Unlike a hospital or public health setting there may not be a supervisory or more experienced RD to go to.  Customers will be coming to you with a variety of nutritional questions – not just about label reading.  I get asked about everything from celiac disease to shopping on a budget and from food safety to food allergies. Phil Lempert’s newly created group for Retail Dietitians (Retail Dietitian’s Business Alliance) has helpful information about the supermarket industry.

RBDA

MELISSA: Excellent advice and insight!  I’m so excited about the new RDBA group – they have really great tips and resources on their site!  What advice do you have for RDs who may already be working in the supermarket setting?

LEAH: Try to position yourself as a resource and nutrition expert in the supermarket when you work with local hospitals, health departments etc.  Particularly with clinical RDs – we don’t have their work load of patients so we have more flexible hours and can help them outside the normal 9-5 by setting up events on evenings and weekends.   Also remember that your customers are also supermarket associates and co-workers so make friends!

MELISSA: What comes naturally for you and what do you have to work hard at when it comes to nutrition communications?

LEAH: I really like public speaking.  That makes sense because my first major was speech communication and I did some acting in college.  I guess I’m a bit of a comedian sometimes so public speaking comes really easy.  I have the hardest time with cookie-cutter nutrition messages like Weight Loss in January or Back to School tips in September….boring.

MELISSA:  I agree.  I hated doing the “health benefits of chocolate” every single Valentine’s Day, year after year.  But that’s what the media wanted.  So I learned to give them what they want but also sneak in a good dose of what I want them to learn as well.  What is your number one tip for other RDs who want to do supermarket nutrition?

LEAH: Learn about the supermarket and their priorities – they may not be the same as your priorities.  For example, remember that even if you’re a vegan or vegetarian supermarkets will expect you to promote meat!

MELISSA: Great point!  Different retailers have different “personalities” so it’s very important to work with one that aligns with your values.  What advice do you have for other RDs who want to do more with nutrition communications?

LEAH: Decide what you want your “voice” to be.  Be unique and authentic. Sometimes it’s best to observe for a while before you engage.

MELISSA: You are slated to speak at FNCE 2013 – tell us about your topic and co-presenter and why we should plan on attending your session .

LEAH: Dr. Susan Mitchell and I are speaking on Sunday morning of FNCE on the skill sets of success as an RD. We’re looking at key attributes of some of the most financially successful dietitians and what sort of salaries dietitians make.  It should be a very eye opening and instructive session.

MELISSA: I’m sure it will be a very popular session! Do you have any final words of wisdom for RDs?

LEAH: I worry about dietitians being seen as a “Nutrition Nanny” or that too many of us talk nutrition from an elitist perspective, not appreciating the fact that many people can’t grow their own gardens, shop at a specialty food market or a farmers market.  Sometimes getting people to where we feel they need to be nutritionally is not a straight line from A to B.  For example, if someone drinks multiple regular sodas daily; telling them “don’t drink sodas” may not work.  Getting them to drink less, substitute a glass of water or an occasional diet soda may be the first step in the process.

MELISSA: I agree.  We have to meet people where they are if we have any chance of helping them.

EPILOGUE:

A huge thank you to Leah for sharing her time and tips with us.  Be sure to check out all her social media sites and follow her on twitter.  If you’re going to FNCE in Houston, attend her session!  Oh, and for a good laugh, you can also check out Leah’s #fakeFNCEnews on Twitter.

Like what you read here? Hear what other nutrition experts have to say about careers, communication and chasing their dreams. Visit the Directory of Dietitian Interviews and be inspired!