Food Retail Social Media Manager Interview: Leah McGrath with Ingles

By: Kelli Windsor, Manager for Member and Digital Communications, Food Marketing Institute

FMI research suggests that more and more food retailers are investing in the role of the supermarket registered dietitian (RD). As supermarkets transform into health care destinations, RDs remain critical resources to answer the demands of today’s health-conscious shoppers. Understanding the opportunity for shopper engagement regarding wellness, we chatted with Leah McGrath RD, LDN, corporate dietitian for Ingles Markets, Inc., about how she’s leveraging social media as a tool to educate customers. In addition to having her own dietitian Twitter handle and Facebook page, Leah also runs @InglesDietitian. With more than 9,200 followers, she’s part of the new wave of social media savvy supermarket dietitians.

How did you get started in the food retail industry? 

Leah: I applied for and got the job as the Corporate Dietitian for Ingles Markets almost 15 years ago.

As a supermarket RD, what benefits have you found using social media to connect with your customers? 

Leah: Social media allows me to connect to a broader audience and different demographics. I can share blog posts, recipes, podcasts, etc. multiple times and extend the content’s life and reach. Social media also helps me interest customers in new products and make them aware of health and nutrition news. I use social media to bust myths and promote evidence and science-based nutrition information. I also work a lot with local farmers and vendors, so I often use social media to let our customers know about these individuals and companies.

Share one lesson you’ve learned in using social media for your profession.

Leah: Social media is not a one-way street. It’s not just about broadcasting messages, but also about being aware of and engaging with your audience.

What advice do you have for food retailers interested in having their RDs use social media more?

Leah: Decide on which social media platform(s) (Facebook, Twitter, Instagram) you want RDs to use based on your goals and their strengths.  Be sure to develop a plan or strategy for engagement that compliments the supermarket and the programs that the dietitian is involved with. Many RDs are social media savvy, but you may want to provide them with some additional training so they feel more confident about using social media for your brand. 

Do you manage your food retail organization’s social media and want to take part in the series interviewing social media managers in food retail? E-mail Kelli Windsor.