Pat Hensley

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Pat Hensley
Founded in 1930 Employee owned private
company 52,000 Employees 223 Retail Stores
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Pat Hensley
Culture ? Decentralized management
system ? Decisions are made at store
level ? Pricing ? Personnel ?
Merchandising ? Marketing Advertising
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Pat Hensley
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Best Recruitment Practices
Pat Hensley

• Human Resources uses demographic
• information to focus on high-Hispanic
• populations.
• Diversity Coordinator visits with store
• directors with recruitment needs to tailor
• best approach.
• Store directors develop and maintain
• relationships with Hispanic-serving
• organizations.

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Best Practices for Store Directors
Pat Hensley

• Store directors maintain relationships with
  high school and college career placement
  offices, co-op programs, soccer team
  sponsorships, and in-store product focus groups.
• Store directors will also soon co-sponsor
• English language courses at Hy-Vee Club
• rooms.

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Strategic Hispanic Hires
Pat Hensley

• While every hire is important, customer
• service hires are value-added, since they
• can benefit several departments.
• We recognize the need to hire in more than one
  area. As such, we are working to hire Hispanic
  pharmacists, and promote staff to Department
  Manager and Asst. Store Directors.

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What Works with Focus Groups?
Pat Hensley

• Work with a local organization to identify
  a group willing to provide honest and clear
  feedback.
• Be prepared to ask what radio stations
  they listen to. Do they read a
  Spanish- language newspaper?
• Have translators onsite who already enjoy
  a relationship with the group.

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Focus Groups
Pat Hensley

• Make products that you stock available
  for them to ask them questions about.
• Be willing to let them take samples. Urge
  them to use coupons youve brought for future
  purchases.
• Be prepared to feed them, and dont
  always assume the food they prefer will be
• Hispanic!

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Pat Hensley
Denison, Iowa ? 100 Hispanic customers
involved in focus group ? Goal was to
understand what the Hispanics expected of
Hy-Vee ? Employment opportunities make them
feel welcome ? Bilingual employees ? Name
brand products
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Product Anglos Latinos Beer 100 132
Wine Coolers 93 120 Cheese 105 113 Egg
s 99 127 Juices (refrig.) 96 121 Milk
106 109 Pudding, Desserts 109 128 Yogur
t 106 127 Baby Food 95 168 Cereal 10
2 116 Condiments 102 116 Cookies 102
107 Dried Fruit 105 120 Gum 101 128 Ju
ices (shelf stable) 94 141 Meal Starters
(refrig.) 103 156 Packaged Milk
(dry) 101 131
Pat Hensley
Product indexing For Hispanics
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• Omaha 7 Top Ten Last Week
• Jacobos Corn Tortillas
• Maesca Corn Tortillas
• Mission Tortilla del Pueblo
• Los Pericos Tostada Shells
• El Popocatepetl Corn Tortillas
• Bimbo Rebanadas
• Mission Soft Taco Tortilla
• Jumex Mango Nectar
• Mission Fajitas
• 10. Bimbo Donas

Pat Hensley
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• Omaha 7 Produce Department
• Mangos
• 2. Jalapeños
• 3. Serona Peppers
• 4. Roma Tomatoes
• 5. Limes
• 6. Cactus Leaves
• 7. Chayote Squash
• 8. Yucca Root
• 9. Bulk Dried Peppers
• 10. Avocadoes

Pat Hensley
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Pat Hensley
Perry, Iowa ? Population 8200 ?
Hispanic - 36, 2952 ? Kindergarten 60 ?
Second Grade 50 ? Fifth Grade 45 ?
Reading is a big challenge ? Employees 35
Hispanic Grand Island, Nebraska ? K thru
12 44 Hispanic
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Pat Hensley
Omaha has relatively low ethnic population, but
high growth over the next 5 years.
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Key Hispanic Health Concerns
Pat Hensley
? Heart disease 1 killer of Hispanics (same as
Caucasian and African American) ? Hispanics are
60 more likely to develop Diabetes than
Caucasians ? 75 of Hispanics over 20 years of
age are lactose intolerant ? Prevalence of
Obesity among Hispanics is higher than among
non-Hispanics in the US by more than 7 ? The
prevalence of combined overweight and obesity
(BMI gt 25) in racial/ethnic minorities is
generally higher than in Caucasians in the
U.S. Black women 77.3 Mexican American men
74.7 Mexican American women 71.9 Caucasian
men 67.4 Black men 60.7 Caucasian women
57.3
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Pat Hensley
Hy-Vees Focus ? Wellness ? Pharmacies ?
In store clinics ? Health Market ? Natural
organic foods ? In store registered
dieticians
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Pat Hensley

• Hy-Vees Focus
• Be prepared for further opportunities
• Be the preferred employer for Hispanics
• Be the preferred retailer for Hispanics