Krystal Register’s journey into the world of nutrition began during her graduate studies in dietetics. Her time spent at a tertiary-care hospital unveiled the significant impact nutrition can have on individuals’ lives. Register’s experience instilled in her a desire to empower others to make informed dietary choices.
“Experiencing such a high level of care motivated me to explore preventive measures,” stated Register, who, since March 2024, has served as the vice president of health and well-being for FMI — The Food Industry Association. This realization led her to advocate for positioning supermarkets as essential parts of the nation’s healthcare framework.
Initially, Register didn’t envision a career in the food industry. After completing her academic training, she worked as a clinical dietitian and a personal nutrition coach before spending over a decade at Wegmans, where she promoted nutrition in stores located in Virginia and Maryland.
Krystal Register
Courtesy of FMI — The Food Industry Association
“I never anticipated working in a grocery store, but once I got there, it became clear that it was an incredibly impactful place to communicate health and nutrition messages,” Register reflected. “[Supermarkets] play a crucial role in the health of families and communities.”
As Register was at Wegmans and applying for a position at FMI, the COVID-19 pandemic struck, casting grocery workers as vital figures in combating the crisis — a designation she is very proud to hold.
“It brings tears to my eyes to think about it. I still have my letter confirming my essential worker status,” Register shared. “I was told to keep that letter in my car, along with my Wegmans uniform and name badge, in case I was stopped while heading to work.”
In her role, Register is steering FMI’s health and well-being initiatives during a time when grocery stores are increasingly recognized as healthcare destinations.
“We refer to this movement as health-centered retail, or retail health, and it is playing a vital role in shaping the future of food, nutrition, and healthcare,” she noted. “Healthcare providers are now directing patients to grocery stores as part of their treatment plans, which is incredibly exciting for me.”
Recently, Register discussed her supermarket nutritionist experience and her leadership in FMI’s nutrition-focused initiatives with Grocery Dive.
This interview has been edited for length and clarity.
GROCERY DIVE: It sounds like you’ve truly found your life’s work in a nutrition-focused role within the grocery industry.
KRYSTAL REGISTER: I believe this is my dream job, as it encompasses the entire supply chain. I love visiting farms to see where our food comes from, and I enjoy helping translate that into grocery store messaging.
How do you think people generally view nutritionists in their food decision-making process?
Sometimes there’s a perception that dietitians are like police, just saying “Don’t eat this” or “Don’t eat that.” In reality, we want people to savor all foods and eliminate any negative associations they have with eating.
It seems you excel at connecting the role grocery stores play in people’s lives with their desires as shoppers.
Well-being extends beyond just food. Just this morning, my team collaborated with the food safety team at FMI to discuss the diverse array of items found in grocery stores that contribute to household well-being, from cooking supplies like aluminum foil and hand soap to candles that create a joyful dining atmosphere.
What strategies can grocers employ to integrate nutrition into their omnichannel customer relationships?
The digital platform is an excellent tool for conveying health and nutrition messages, as well as offering recipes and ingredient lists. This avenue allows for personalized consultations with registered dietitians, where shoppers can discuss products and add them to their shopping carts. Customers can later follow up, sharing their experiences with recipes or products, fostering ongoing engagement.
Many registered dietitians now offer virtual consultations, which has proven to be a successful model. This setup allows for privacy while enabling easy access to information, such as ingredient lists and nutritional data, enhancing the shopping experience.
What do you think grocers must do to maintain consumer trust in what they offer?
Currently, many consumers are encountering nutrition-related health issues or lifestyle goals. They often seek to enhance their health or that of their families but may be confused by conflicting information. Recognizing that food is a vital component of health, building trust in grocery stores can be a strong starting point for addressing these concerns.
How does the current emphasis on saving money relate to the work nutritionists perform in grocery stores?
Consumers’ perception of eating well is a crucial aspect of how they define value in shopping. While the concept of value traditionally included price and quality, shoppers are now considering freshness and health as well. This shift means that each individual’s definition of value is unique and may evolve based on their household’s needs.
Does this suggest that consumers might be willing to pay more for a grocery-shopping experience that aligns with their personal goals?
Indeed, many shoppers, especially in the current economy, view nutritious options as worthwhile investments in both short-term and long-term health. Our research indicates that shoppers are ready to invest in aspects like health, enjoyment, and convenience, finding the greatest value when these elements combine to offer a truly meaningful food experience.
