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J. B. PRATT, Pratt's Food Supermarkets, PO Box 308, Shawnee, OK 74802-0308

Whole Health Solutions is a national healthy lifestyle program for supermarkets developed three years ago by two food-industry trade groups. The supermarket industry is seeing more retailers adopting some or most of the program. Surveys by Prevention Magazine show that 49% of shoppers go to supermarkets seeking health and nutrition information. Managed care and rising healthcare costs have fueled this self-care movement, which includes the use of "alternative medicine." Pratt Foods Supermarkets has emphasized consumer health and wellness education since 1987. Pratt's has developed a wellness team of licensed healthcare professionals--registered pharmacists, a registered dietician, and an M.D. who has re-educated himself on nutrition-based preventive medicine. This physician maintains an office in one of the stores, where he counsels consumers on good nutrition and other basics of a healthy lifestyle. A weekly radio show, where the doctor answers questions from callers, connects to the whole community. A biweekly newspaper column on health in the local paper addresses basic nutrition issues such as the inclusion of soyfoods in the diet. Pratt's has used mainstream materials to educate consumers in the stores, including the USDA food guide pyramid, and the NLEA food label, the 5-A-Day for Better Health fruit and vegetable program. Special emphasis is given to children's nutrition and environmental education through store tours supervised by registered dieticians. Pratt's also educates consumers to make the connection of diet, environment, and health through education about organically grown foods and the benefits of a plant-based diet.