The NACS Magazine column, “In Context,” authored by NACS Vice President of Strategic Initiatives Jeff Lenard, shares the NACS perspective on some of the “big picture” issues facing our industry, and what NACS is doing to address those issues—both within the industry and to the larger audience of customers and potential customers. Jeff can be reached at jlenard@nacsonline.com or (703) 518-4272.

Two major elements of the NACS reFresh initiative include sharing ideas to help grow the industry and enhancing the industry’s image; this fall we accomplished both. A big part of our strategy is working with groups that share our passions about our industry and exploring new ways to tell our story to the public, such as through social media.

In September, we piloted a new dinner meal concept at a Square One Markets store in Bethlehem, Pennsylvania, working with the Project on Nutrition & Wellness and The Six O’Clock Scramble. The concept is simple: When consumers fill up their gas tanks in the evening, they can also pick up a dinner meal kit.

People from around the country took notice. Aviva Goldfarb, CEO of The Six O’Clock Scramble, shared the news with her 10,000 Twitter followers.

A few days later, I was in Philadelphia at a meeting organized by The Food Trust. The gathering, “Healthy Food in Small Stores: Distribution Opportunities to Improve Community Health,” brought together leaders from the nutrition and retail communities to address a challenge many stores face: how to get healthy items to their stores effectively and cost-efficiently. I moderated a panel that looked at the retailers’ perspective, and one panelist, Kwik Trip’s Director of Food Research and Development Jim Bressi, delivered valuable insights to help focus future efforts more productively. All the while, the Food Trust’s 32,000 followers could stay engaged via pictures and updates.

And on October 8, the Hudson Institute released a report, commissioned by NACS, that examines strategies and consumer behaviors for convenience stores to consider as they seek to capitalize on the demand for better-for-you items. This report also received widespread media attention, both in print and on social media.

Among those who heard the news: the 27,000 Twitter followers of the Partnership for a Healthier America (PHA), an organization committed to addressing the problem of childhood obesity; its honorary chair is First Lady Michelle Obama. A number of NACS members, including Kwik Trip, Sheetz and Vintners Distributors, which operates Loop stores, have already signed commitments to work with PHA.

NACS members U-Gas and Tri-Star Services announced their commitments to PHA during last month’s NACS Show, and the first lady’s other initiative, Let’s Move!, shared the news with 162,000 followers.

I never had any doubt that we would find success in developing useful reFresh resources for members and spreading the word to the public. It’s been gratifying to see the high level of support we have received from leaders in the nutrition community, including the first lady.

But I will say, I’m still not used to telling our story 140 characters at a time. I’m at around 450 words for this column and I’m just getting warmed up! So I’ll leave it at this: There is more to come. And if you want to get involved, send me an old-fashioned email.

Jeff Lenard is the NACS vice president of strategic industry initiatives. He can be reached at jlenard@nacsonline.com or (703) 518-4272.