Jill Moorhead

After 15 years marketing supermarkets and consumer packaged goods, it's safe to say that Jill's kind of obsessed with all things grocery.
Why It’s Green to Eat at Your Grocery Store
Grabbing a bite in your grocery is not only contributing to a growing trend, but it’s also a way to help your market deal with excess product (read: not throw away food) and ensure the fresh items you want in the perimeter departments are there the next time you need them. You’re not being lazy, you’re being green — and an important part of your market’s ecosystem. (Does your market serve wine? Go ahead and grab a glass as well.
Jun 4, 2019
The Business of Meal Kits
The growing number of direct-to-consumer meal plan companies and the ease of use belies a deceptively complicated business model. It takes a lot of planning, and a lot of people, to get that big box of ingredients for pad Thai burgers and ginger salmon cakes to your front door. For the folks at Plated, for example, it takes close to 500 people with multiple areas of expertise, from recipe development and sourcing, to packing and shipping, to technology and marketing.
May 29, 2019
This Is How I’m Drinking Less Alcohol
It’s been a month since I decided to cut back my alcohol intake, and I owe you an update. Unlike those around me, who were eliminating alcohol completely for Dry January, my strategy was less rigid. The plan was to consider each opportunity to imbibe and make a conscious decision as to whether or not I truly wanted a drink. Not surprisingly, my “make a decision in the moment” approach wasn’t as measurable — or as effective.
May 24, 2019
How Your Groceries Get to the Store: The Logistics of Supermarkets
How do your groceries get to the grocery store? Have you ever wondered? They come by semi, by box truck, in pink-and-white fully-wrapped PT Cruisers touting local cupcake businesses. And sometimes, grocery suppliers come in by foot, with plastic totes of freshly foraged mushrooms, hand-picked squash and still-warm-from-the-oven baguettes. Mornings are the busiest.
May 1, 2019
Here’s How Your Grocery Store Deals with Waste
In my grocery store marketing days, I spent my time getting things — ideally groceries, via a financial transaction — out of the store. Unfortunately, the grocery industry creates literally tons of waste, both in product and packaging, and thus my job sometimes involved finding responsible alternatives to the dumpster. For larger retailers, finding avenues for that waste is a full-time job. Here is what happens to the waste in your grocery store. First, the good news.
May 1, 2019
How the Endcap Dictates What You Buy at the Grocery Store
The endcap — a display of products placed at the end of an aisle in a store — is part of a contract between you and your grocer. You promise to look at the merchandise and occasionally buy from the end-of-aisle shelves, and your grocer promises to change the contents frequently, price items clearly, and keep it fully stocked and beautiful.
May 1, 2019
6 Reasons You Should Be Grateful for Your Grocer on Thanksgiving
In the grocery world, Black Friday comes on a Wednesday. The day before Thanksgiving is one of the busiest (think: top two) days, industry-wide. Shopping carts and baskets are filled with predictable wares, from crescent rolls to sausage to sage. Everything (from creamed corn to staff) is beefed up in stores the week prior to Thanksgiving.
May 1, 2019
Is That Safe to Eat? A Short Guide to Grocery Store Dates
I’ll never forget the results of the derecho that hit the Midwest a few summers ago. With the winds came power outages that drew neighbors out into their yards (time to grill that stuff from the freezer!) and grocery store folks into depression. Cartloads upon cartloads of artisan cheese, meat, and dairy products were piled into the trash, and if anyone in the area had electricity to store or cook the foods, it would have made for the finest dumpster diving in the land.
May 1, 2019
The Secrets of Bulk Bin Buyers
The bulk foods section, with its various bins of flours and grains, nuts and seeds, sugars and spices, is the very opposite of the brightly packaged, mass-produced foods of the center aisles. There’s something charmingly retro about the array of tiny textures on display — and it can be sexy, too! When Amelie sticks her hand in a bin of lentils at the corner market, a tingling effect takes over. (Don’t say you don’t want to do the same!
May 1, 2019
What’s Your Best Advice for Drinking Less (Without Losing Your Social Life)?
It’s a new year, and while it feels like winter just hit the Midwest, I have a fear. At some point, poncho season will end. No longer will I get away with a shapeless cape and sweatpants (I mean, um, leggings) to cover that holiday weight. I’m not much of a dieter (I love food too much), and I tried the gym thing last year, but we all know what happened there. The solution? Cut back on booze. I’ve seen the results.
May 1, 2019
What’s Really in Your Ground Beef?
For Nick Paul, a meat cutter at The Hills Market, an independent grocery in Columbus, Ohio, the answer is easy: “If I’m grinding chuck, I’ll cut it down into manageable portions for our grinder,” he says, “I won’t add anything except beef. If we have leaner meat than we need, we’ll add trimmed-off fat from another roast.” But not all ground beef is made by the folks at the store level.
May 1, 2019
Which Food Service Is Right for You?
Those of us in the Midwest know that going to the grocery store is 100 times more awful in the middle of winter than it is any other time of year. It’s basically scientific fact. Even people who consider grocery shopping date fodder (me) can admit that the allure of a delivered option is strong in March. Receive food without putting on pants or a scarf? Count me in. Here are a few options for the grocery-phobic. You literally don’t have to think.
May 1, 2019
Are Meal Kits Really More Wasteful than Groceries?
Meal kits have much to offer. They’re relatively simple to use, they can be catered to your dietary needs, and an increasing number of companies are using local and organic ingredients. Not to mention the obvious: Having all the makings of dinner delivered means you don’t have to make a trip (or trips) to the grocery store or even think about what to cook tonight. But those direct-to-your-doorstep boxes also come with a little baggage.
May 1, 2019
Meal Kits vs. Groceries: A Dollar-to-Dollar Investigation
Meal kits are certainly convenient, and they’re also not as wasteful as you might think, but are they ever a good deal? To find out how meal-kit costs compare to traditional groceries, I ordered kits from Green Chef, Purple Carrot, and Hello Fresh, and then I went shopping for the same ingredients at the supermarket.
May 1, 2019
The One Ice Cream Metric That Matters to Grocers (Hint: It’s Not Butterfat)
Choosing an ice cream isn’t as simple as vanilla and chocolate anymore. Slow-churned, non-GMO, no-sugar-added, grass-grazed — your grocer’s ice cream section is a display of never-ending banners, slogans, and callouts, all vying for your attention with a very wide array of pricing options. The freezer is crowded, the goalposts are always changing, and new arrivals seem to come every week.
May 1, 2019
Why Your Grocery Store Serves Sushi
I grew up in a world where putting powdered butter-like flavoring over broccoli was common, and eating curdled dairy by the spoonful was completely fine — but raw fish and cucumbers wrapped in rice was absolutely terrifying. Sushi has come a long way. While I can count on one hand the number of family members who’d eat even a simple California roll, I’m happy to say it’s become a norm in the grocery store.
Dec 17, 2015
3 Things You Should Be Buying Right Now in Your Grocery Store
A savvy shopper keeps an eye on the the perimeter of the store, with its seasonal changes in selection and price being the easiest to track. But even though every grocery is filled with products boasting nonstop claims, I’ve yet to see a sticker on a container of strawberries that says, “Now in season: I taste better!” Food marketers, please go forth and make this change upon our shopping experience. In the meantime, here’s a list of what tastes great this month.
Jul 14, 2015
5 Grocery Store Myths That Need to Be Stopped
There are many theories, myths, and misconceptions about how and why grocers operate.
Apr 14, 2015
6 Unexpected Ways to Make Your Grocery Work for You
You don’t need a pile of coupons to get added value from your grocer. Grocers have a lot to communicate to their customers, and unless you pick up that newsletter or get chatty with that cashier who’s been there since Crystal Pepsi was in stock, some of their offerings get buried under more urgent messages like 5 for $5 promos, cooking classes, or a new offering in the deli.
Mar 17, 2015
A Love Story, With Grocery Stores: Introducing The Grocery Insider
I am fluent in the language of grocery. I speak POS and SOP, FIFO and EDLP*. I believe Doose’s Market is the true star of Gilmore Girls and deserves its own mention in the opening credits. My favorite Christmas song is Dan Fogelberg’s “Same Old Auld Lang Syne,” because unrequited love in a grocery store parking lot is the best kind of love.
Mar 8, 2015