Influencers – humans and animals –live in a digital world where they have a strong consumer following based on lifestyle, humor, advice or even culinary skills. There are tiers among influencers; celebrities hold their own, but they can also embody everyday heroes who might give us a simple idea for how to make my avocado toast not so “basic,” for instance. They impart tangible skills or even encourage social or political movements. Like or dislike the concept, PR professionals have found a way to leverage influencers in campaigns that align with their clients’ brand values and create virtual experiences for their potential customers. At the heart of it, these influencers are lifestyle coaches.

Susan Borra, RD, chief health and wellness officer, Food Marketing Institute and executive director of the FMI Foundation, joins Wegmans' consumer affairs and nutrition team for a lesson in Affinage that included a cheese tasting in Rochester, New York.

We all want to eat well, but the concept means different things to different people. For some, eating well is all about the taste of the food; for others, it means consuming products of high nutritional value; and still for a growing number, eating well means knowing the food was sustainably and ethically produced. For most it is a fluctuating combination of all these factors. While the nuances of eating well may significantly vary with the individual, there is one universal truth for all aspiring to eat well. To eat well, one must first shop well; and we all need assistance in both endeavors.

Together, meal kits and multicookers could provide food retailers with their next great sales growth.