Brookfield/Elm Grove Monthly

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So people, as they are putting their weeks' worth of shopping together, may find them- selves making many trips to the store as opposed to just one. It's because they have more options and shoppers are wiser and smarter knowing that." ALDI, a discount grocery chain which offers customers products at the lowest pos- sible prices, is one of the many specialized grocery chains across the area. Mixed with competition like Good Harvest Market, a natural food store which specializes in local, organic, sustainable and gluten-free food; and Fresh Thyme Farmers Market, a natural food chain which will be added to the Calhoun Crossing project in Brookfield, competitiveness within the grocery market is at an all-time high. Scholz said aside from having a plethora of store options, the quality of products within most buildings has also changed. He said there's been a focus to get rid of prod- ucts from national vendors, instead opting to go local. "For many years there's been a slow but steady push to bring local foods into stores — not just a few things in produce, but throughout the store," Scholz said. "Now, if you walk through some stores, you'll see that. In the baking department, produce, there's more local wines, craft beer, grass- fed beef and local eggs. So there's been a big push on local and it's arrived quietly." Developing distinctiveness In such a complex market, it's up to the grocery stores to differentiate themselves from each other in order to succeed. Pick 'n Save, which has become a long- standing fixture of the grocery market in Wisconsin, prides itself on being the "pre- mier supermarket chain" in the state. The company, which was founded in 1975, is owned by Roundy's and was bought out by Kroger last year, currently boasts 93 stores across Wisconsin. Scholz said that given the location of some newer stores, the end goal isn't only to give consumers other options — it's also to drive competition in an already aggressive market. "If you want to compete, you tend to go into a market that's dominated by some- one," Scholz said. "Clearly, the Milwaukee area has been dominated by Pick 'n Save over the years. So over time, you've seen a lot of others enter the market." The introduction of specialized/niche grocery chains across Wisconsin has result- ed in Pick 'n Save moving quickly to use new strategies passed down by Kroger, Roundy's Vice President of Corporate Com- munications and Public Affairs James Hyland said. "We are certainly aware that the Milwau- kee area grocery market is a highly compet- itive one similar to other major metropoli- tan areas in the U.S.," Hyland said. "We are making major investments in our Wiscon- sin stores and integrating Kroger's cus- tomer-first strategy of people, products, price and shopping experience into all of our Wisconsin stores over time. We intend to continue growing our business long-term based on the customer first strategy." Hyland said the new initiatives and inte- gration with Kroger by Pick 'n Save stores across Wisconsin will assist in staying afloat amid such a competitive landscape. He added that he's received positive feed- back once the new focuses were added to locations north of Waukesha. "One can look to the recent store celebra- tions we held in a number of our Fox Valley stores where we have made the investment in price, people, merchandising, store aes- thetics and service," Hyland said. "These investments have been well received by our Fox Valley customers. While there is no exact timetable established to complete the integration, we are steadfast in working to achieve our merger integration and syner- gy goals across all of our Wisconsin stores and our Fox Valley stores are a model for our continued investment across the state." Ever-evolving initiatives For supercenter stores such as Meijer, Target, Costco and Walmart, which offer an all-encompassing list of items like clothes, home items and electronics in addition to groceries, there's an added emphasis on being a one-stop shop for customers. Meijer, which has locations in Sussex and Waukesha, relies heavily on bringing some- thing new to the fold to attract customers, company spokesman Joe Hirschmugl said. "Our focus on fresh grocery options and lower prices (along with) with weekly sales, monthly price drops and mPerks spe- cials is what sets us apart," he said. "At Meijer, we feel the customer always benefits the most from competition, and we welcome the opportunity to prove that we offer some- thing different and better to shoppers in Waukesha." For Sendik's, the focus is on convenience, and Bandoch said the company has placed an emphasis on that recently. "There's a lot of options across all differ- ent spectrums," Bandoch said. "One of the things we've done is address and develop different needs. We have Sendik's Fresh2GO's that also give a unique experi- ence; someone who doesn't have the time to do a full shop can still get quality products. We also have Sendik's Express with curb- side pickup. If you're a consumer, you have a lot of options in the Milwaukee area." Keeping the customer satisfied But the success of chains relies on the satisfaction level of consumers. Therefore, it's vital for companies to focus on the always-changing input of its customers, Scholz said. "The success of a grocery business is based on customers and it's based on them having an uneventful shopping trip," Scholz said. "Are they finding everything they want? The grocery business is built on competitive prices, so when you go to the store do you think what you paid was pretty good? Are they quality products? Are you paying the right amount for what you got? Did you find the thing you were looking for? Did you wait long to get it? Are the bath- rooms clean? "Those three things, they're a three- legged stool that defines who's successful in the business." Email: cbucher@conleynet.com Charles Auer/Freeman Staff Backing the badge with barbecue BROOKFIELD — Waukesha County Assistant District Attorney Andrea Will and paralegal April De Valkenaere serve up brats and hot dogs for police officers, staff and their families at the Brookfield Police Department recently. The district attorney's office was holding tailgate parties for police officers at departments around the county to mark Law Enforcement Appreciation Week. Preventing falls important component to staying healthy Physical therapist to give presentation ahead of National Falls Prevention Day By Chris Bennett Special to The Freeman WAUKESHA — Falling might not seem like a big deal to a generation raised on jokes made by guys like legendary crooner and Rat Pack icon Dean Martin. On his hit NBC variety show in the 1960s, the cool- er-than-cool Martin once joked he got so drunk the night before that when he fell down he missed the floor. Falls are funny in the context of a comedy rou- tine. Falls by a senior citi- zen trying to remain inde- pendent and enjoy a reason- able quality of life are no laughing matter. According to the U.S. Cen- ters for Disease Control and Prevention, one-third of Americans aged 65 and older fall each year. Every 11 seconds, an older adult is treated in an emergency room for a fall. An older adult dies from a fall every 19 minutes. As a result, falls lead to more than 2.8 million injuries treated in emergency departments annually, including over 800,000 hos- pitalizations and more than 27,000 deaths. The CDC reports that in 2013 the total cost of fall injuries reached $34 billion, and may reach $67.7 billion by 2020 as the population continues to age. According to the Pew Research Center, roughly 10,000 baby boomers will turn 65 today. Another 10,000 will cross that threshold every day through 2030. Members of the baby boom generation are loosely defined as those born following World War II — between 1946 and 1964. The population is aging, but the baby boomers are not going gentle into that good night; they are, to quote the poet Dylan Thomas, raging against the dying of the light. That means the genera- tion is staying active longer as life expectancies contin- ue to rise and health care continues improving. As a generation, the baby boomers are also fairly wise regarding self-care. Laura Carswell is a phys- ical therapist in the inpa- tient rehabilitation depart- ment at ProHealth Care's Waukesha Memorial Hospi- tal, 725 American Avenue in Waukesha. On Sept. 15 Carswell is conducting a discussion about falling at Waukesha Memorial. Her chat will focus on preventing falls and ways to help navigate different spaces safely. Car- swell will also teach simple balance and strength exer- cises and explain the role they play in preventing falls. Her presentation is in conjunction with the ninth annual National Falls Pre- vention Day Sept. 22, 2016. Not coincidentally, Sept. 22 is the first day of fall. The theme of this year's event is "Ready, Steady, Balance: Prevent Falls in 2016." "My presentation is to educate and empower older adults, or anyone, to make positive changes in your life directed towards fall prevention and your future," Carswell said. "That's my goal." Carswell said she usually sees the end results of a fall, which she said can be a life-impairing experience that robs a senior of inde- pendence. The baby boomers, as a group, do not want to be robbed of their independence. "I think we're going to see a lot more, over the next 10- 20 years, of seniors keeping themselves active and out of the hospital and healthy and vibrant for the rest of their lives," Carswell said. Six steps toward prevention Carswell offered six steps people can take on their own regarding fall preven- tion. 1. Find and participate in a good balance and exercise program — Numerous evidence-based fall prevention programs exist. Stepping On is one of the best, and is offered at various locations through- out southeast Wisconsin. 2. Talk to your health care provider — Share your medical history and history of falls. A predictor of future falls is falls in your past. 3. Review your pre- scriptions — An adverse drug reaction may lead you to fall, especially if you take more than four medicines. 4. Get annual vision and hearing checks — Be sure you can see and hear everything in your environ- ment and surroundings. 5. Keep your home safe — Be aware of pets, loose rugs, cords and fall hazards in your home. You also need to change your behavior and not be so impulsive. Don't get up and move around so fast. 6. Communicate with family — Do not hide a risk of falling from your family. Share your concerns and your history, and enlist their help. Saluting Sgt. Matthew Thompson Charles Auer/Freeman Staff Members of Matthew Thompson's family, including his grandparents, remember him during a moment of silence before the Brookfield Central-Hartford football game Aug. 25. Thompson, a 2006 Brookfield Central High graduate, was killed while serving with the United States Army's Special Forces in Afghanistan on Aug. 23 A staff sergeant, Thompson, 28, died while on foot patrol clearing improvised explosive devices in the southern province of Helmand, the Defense Department said. Thompson studied at Marquette University in Milwaukee and completed his degree at Concordia University in Irvine, California. He enlisted in 2011 and was assigned to a Special Forces group based at Joint Base Lewis-McChord in Washington state.

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