Author: Varsity Team

When Jewish Home of Rochester opened the doors to its new employee grocery store, it wasn’t simply about stocking shelves with food, it was about restoring dignity, reducing stress, and strengthening community. Designed to look and feel like a traditional grocery store, the space is reserved exclusively for employees who qualify based on income guidelines, offering them a private, welcoming place to access healthy, high-quality groceries at no cost.

The store is open twice a month and allows qualifying employees to fill two reusable tote bags per visit with essentials like fresh produce, meat, dairy, and staples. It’s not a food pantry, it’s a dignified extension of the organization’s values and an innovative approach to workforce support.

Jewish Home President & CEO Mike King and Jewish Home Foundation Executive Director Tom McDade Clay see the store as more than a charitable gesture, it’s a strategic investment in employee well-being, recruitment, and retention. “We’re not solving food insecurity,” said Tom. “But we are taking a bite out of it. And if you can do something, you’re morally obligated to do something.”

We sat down with Mike and Tom to learn more about the store’s design, its impact, and how other organizations might follow suit.

WHAT INSPIRED YOU TO OPEN AN EMPLOYEE GROCERY STORE?

We learned about a similar program from a partner organization in Boston through the Association of Jewish Aging Services (AJAS). It got us thinking – what could we do to support employees who are food insecure? In our industry, many frontline workers are in lower wage bands. Even if salaries were higher, those dollars often go toward housing or transportation. Food insecurity remains. We saw an opportunity to help, even if we couldn’t solve the entire problem.

HOW DID YOU ENSURE THE STORE FELT DIGNIFIED AND WELCOMING?

From day one, we intentionally called it a grocery store, not a pantry or cupboard. We wanted to create a space that felt like any other neighborhood market. It’s tucked in a private area near the cafeteria and HR, places employees already frequent, so it feels comfortable. The design mirrors a real store with freezers, shelves, branded grocery totes instead of plastic bags, and feedback from employees about what products they want and how things are displayed.

WHO IS ELIGIBLE TO SHOP AT THE STORE, AND HOW DO YOU MANAGE ACCESS?

Eligibility is based on income, aligned with adapted federal poverty guidelines. Qualified employees receive a card, which they show each visit. We have someone stationed there, not just to check cards, but to act as a retention specialist, helping connect staff with other resources and support. It’s not meant to be intrusive, it’s about care and connection.

HOW IS THE STORE FUNDED AND STOCKED?

We have a relationship with a food distributor who provides us with healthy, affordable products through philanthropic pricing. On the funding side, we’ve received grants and individual donations. Some donors continue to give to our general fund and also see the grocery store as an additional way to help—”I can’t solve food insecurity, but I can buy a bag of groceries.” It’s a compelling message that resonates.

WHAT ADVICE WOULD YOU GIVE OTHER ORGANIZATIONS CONSIDERING SOMETHING SIMILAR?

Don’t overthink it. You’re not trying to end food insecurity, you’re doing what you can. If you can open once a month, do that. If you can do more, great. Just be intentional, make it sustainable, and focus on the dignity of those you’re serving. The ripple effect is real—less stress for employees leads to better care for residents, and that’s a win all around.

The food and beverage world is evolving fast—but not everything trending on TikTok deserves a spot on your menu. In a recent Roundtable session, Sonya Cooper, Senior Brand Strategist with Pavone Group’s food and beverage agency quench, shared highlights from the 2025 Food & Beverage Trends report. 

Her focus? Helping senior living professionals distinguish between fleeting fads and meaningful trends with staying power. Through twelve insightful trend themes, Sonya explored how emerging consumer behaviors—driven by transparency, personalization, and sustainability—are shaping expectations and creating new opportunities for innovation in dining.

ADAPTIVE DINING IN SENIOR LIVING ENHANCES RESIDENT WELLNESS

Monitoring and responding to dining trends in senior living is crucial for enhancing resident satisfaction and well-being. By integrating trends like personalized nutrition and functional foods into meal programs, senior living facilities can cater to evolving dietary preferences and health needs, fostering a vibrant and health-focused dining experience. 

CONSUMER TRENDS FOCUS ON TRANSPARENCY AND PERSONALIZATION

Modern consumers demand transparency about food sourcing and ethics, driving innovations in packaging and clear labeling. There’s a growing preference for clean labels and convenient, sustainable options like refilleries. Personalized nutrition, fueled by genetic testing and customizable meal kits, empowers consumers to tailor diets to their lifestyles. Additionally, the “Second Chance Foods” trend highlights sustainability by repurposing food waste, underscoring a commitment to environmental responsibility.

EMOTIONAL FOOD TRENDS

Today’s consumers are drawn to the emotional experiences food offers, inspired by social media’s global flavor exposure. “Snackification” leads eating habits with flexible snacking options, while “Culinary Passports” introduce diverse international flavors. The “Mini Revolution” offers convenient, portion-controlled mini items, and “Branded Fusion” boosts engagement through creative brand partnerships. “Experiential Dining” transforms meals into immersive experiences, with boomers particularly eager for adventure in dining.

PHYSICAL WELLNESS FOOD TRENDS

The “Body” category trends focus on the physical benefits of nutrition, adopting a holistic view of health beyond weight loss. “Gut Health” emphasizes the microbiome’s role, with Americans seeking gut-friendly foods across various categories. The “Appetite Adjustment” trend sees changes in eating habits due to GLP-1 drugs, pushing demand for nutrient-dense, low-calorie options. “Dream State” centers on enhancing sleep, with foods playing a role. Lastly, “Smart Sips” highlights the growth of functional beverages offering energy, immunity, and mental clarity.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.

AI is rapidly reshaping the digital marketing landscape, and few people are better equipped to break it down than Zack Collevechio, Senior Data Scientist at WildFig and Pavone Group. In this week’s Roundtable, Zack explored how artificial intelligence is transforming everything from SEO strategy to paid search execution. 

He walked attendees through the shifting terrain of search behavior, zero-click results, and how AI-generated overviews are upending the traditional rules of engagement between content creators and search engines. With the line between organic and paid traffic blurring, organizations need to rethink how they measure success and capture value in a more intent-driven, conversational digital environment.

AI TRANSFORMS SEO STRATEGY

With AI advancing beyond keywords, SEO now focuses on understanding user intent and delivering conversational results. As AI becomes integral, adopting strategies that align with AI’s interpretative capabilities is crucial.

ZERO-CLICK SEARCHES REDEFINE TRAFFIC METRICS

AI-driven zero-click searches are rising, where users find answers directly in search results without site visits. This shift mandates new ways to measure engagement and brand visibility as traditional click-through metrics decline.

PPC’S STEADFAST ROLE IN A CHANGING LANDSCAPE

Despite AI’s impact on SEO, PPC remains less affected as it targets decision-ready consumers. Integrating PPC with AI solutions like Performance Max campaigns ensures continued relevance and effectiveness.

OPTIMIZING DOMAIN AUTHORITY BEYOND SPENDING

While PPC spend might influence domain authority slightly, the real impact comes from established web presence, traffic, and high-quality backlinks. Building credibility with authoritative sources boosts trust with search engines.

EXPANDING SEARCH HORIZONS WITH AI PLATFORMS

As AI platforms gain traction as search engines, maintaining updated UTM tracking and leveraging industry tools to monitor AI-driven traffic becomes vital. Staying on top of these shifts ensures maximum visibility.

CONVERSATIONAL AND STRUCTURED CONTENT IS KEY

In the era of AI, crafting content that is both conversational and structured enhances accessibility and relevance. Ensuring AI can effectively interpret and present your content is essential for maintaining a strong web presence.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.

With so much uncertainty in today’s economy, senior living leaders are facing critical questions about how to safeguard their missions while staying financially resilient. Ryan Young, Vice President and Financial Advisor with the SY Group at Morgan Stanley, joined Varsity’s Roundtable to help make sense of it all. 

Drawing on his work with both institutional and private clients—including CCRCs and in-home care providers—Ryan explored the intersecting forces of inflation, employment trends, investment behavior, and public policy, including key takeaways from the “One Big Beautiful Bill.”

From the influence of mega-cap tech stocks to the surprising resilience of international markets, his message was clear: volatility is here to stay, but so is opportunity, for those ready to adapt.

NEW LEGISLATION DEMANDS NEW STRATEGY

Policy shifts like the “big beautiful bill” could impact Medicaid reimbursements, labor costs, and philanthropy. Organizations need to assess how these changes will affect reserves and start adapting now—before financial pressures hit home.

DIVERSIFICATION ISN’T JUST SMART—IT’S CRITICAL

A handful of tech giants are driving market performance, but that kind of concentration is risky. For nonprofits and institutions, a well-balanced portfolio offers a safer path through uncertainty.

RESERVES NEED TO BE STRESS-TESTED

With rising costs, potential funding cuts, and donor fatigue, organizations should model out their reserves over the next 10–20 years. The goal: ensure long-term sustainability while staying true to your mission.

MARKET VOLATILITY IS HERE TO STAY

We’ve seen three bear markets in five years—two of them short but dramatic. The lesson? Financial planning must account for fast-moving downturns and equally swift rebounds.

TARIFFS COULD STIR UP SURPRISE INFLATION

Businesses are bracing for the ripple effects of delayed tariffs. While inflation hasn’t hit hard yet, it’s likely coming. The challenge is predicting when and where it shows up.

RATE PRESSURE IS HITTING SENIOR LIVING HARD

High interest rates are making it tough to invest in or expand senior living facilities. Relief could come if rates drop, but for now, real estate and healthcare remain under financial strain.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.

This week’s Roundtable spotlighted Varsity Media Director Jeremy Freeman, who offered a fresh, practical take on how a full funnel media strategy can help communities generate not just more leads, but better ones. 

Jeremy broke down the realities of today’s fragmented media landscape, emphasizing that success doesn’t come from chasing the latest trend or relying on one magic bullet. Instead, it’s about thoughtful layering: building awareness, nurturing interest, and creating enough touchpoints to guide the right people from curious to committed. With clear, real-world examples and data-backed advice, he showed how effective media planning bridges the gap between brand visibility and actual move-ins.

Media strategy isn’t static, it’s a living, learning process. And when done right, it can be one of your most powerful tools for driving measurable results.

MULTI-CHANNEL MARKETING ISN’T OPTIONAL—IT’S ESSENTIAL

Gone are the days when a single channel could drive results. Today’s media landscape requires layered strategies that span TV, digital, direct mail, and more. When done right, this surround-sound approach leads to significantly higher lead quality and conversion.

MEDIA STRATEGY STARTS WITH THE MOVE-IN

Effective planning begins at the end—understanding who your residents are and how they got there. By reverse-engineering the journey, communities can identify which channels and messages work best at every stage, from awareness to action.

EVERY TOUCHPOINT MUST DO DOUBLE DUTY

Branding and lead generation aren’t separate goals, they work together. Whether it’s a video ad or direct mail piece, each message should build brand familiarity and drive the next step, like a form fill, RSVP, or website visit.

OLD MEDIA STILL WORKS—JUST USE IT STRATEGICALLY

TV, radio, print, and direct mail haven’t been replaced, they’ve been joined by digital. These channels still spark awareness and trust, especially in older audiences. Smart marketers blend formats based on message type, frequency needs, and budget.

YOUR CRM IS THE REAL SOURCE OF TRUTH

Forget gut feelings, data should drive your media decisions. UTM tracking and CRM integration reveal which channels actually deliver quality leads. That insight helps refine strategies, allocate budgets, and avoid wasting time on what doesn’t work.

STAY VISIBLE, EVEN WHEN TIMES ARE TOUGH

During downturns, the instinct may be to pull back, but staying present keeps your brand top of mind. Even low-level spending helps preserve awareness, while competitors who go dark struggle to recover when the market rebounds.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

In our most recent Roundtable, we were joined by Andy Edeburn, Managing Partner of Elder Dynamics, for a fast-paced, insight-rich conversation about the future of aging services. 

With decades of experience and a finger firmly on the pulse of industry trends, Andy walked us through the demographic, economic, technological, and cultural forces that are reshaping senior living. From the looming surge of older adults to the rising power of managed care and AI, his message was clear: the status quo won’t hold. Providers that want to remain competitive must be bold, strategic, and willing to rethink how they serve tomorrow’s older adults—starting now.

THE CUSTOMER WAVE IS A STRATEGIC WAKE-UP CALL

The aging population isn’t just growing—it’s surging. With tens of thousands of boomers turning 80 every day by the 2030s, this isn’t a temporary spike. It’s a century-long trend that demands scalable, future-ready solutions—not short-term fixes.

EXPERIENCE BEATS AMENITIES EVERY TIME

Today’s seniors—and their adult children—aren’t impressed by billiard tables or woodshops. They want a lifestyle that reflects purpose, health, and connection. Providers must shift from offering amenities to designing meaningful, personalized aging experiences.

THE MIDDLE MARKET IS THE NEXT GREAT DISRUPTOR

A massive segment of middle-income older adults is emerging—too wealthy for subsidies, too strapped for private-pay options. Serving them isn’t just a social imperative, it’s a business opportunity waiting to be claimed by creative, cost-effective models.

PROACTIVE CARE IS THE NEW POWER MOVE

Chronic conditions are the rule, not the exception. Organizations that prioritize early identification, care coordination, and healthspan improvement will own the future. It’s not about treating illness—it’s about managing wellness before crisis hits.

DIGITAL TRANSFORMATION ISN’T OPTIONAL—IT’S THE PLAYBOOK

AI, automation, and data-driven personalization aren’t “nice to have.” They’re becoming core to marketing, operations, and engagement. If you’re still using callback sheets, you’re competing with machines that work 24/7. Time to upgrade.

SCALE + CULTURE = THE NEW COMPETITIVE EDGE

Growth through mergers and affiliations isn’t just about size—it’s about efficiency, diversity, and resilience. But legacy nonprofits must move faster, shed outdated assumptions, and position their values with data-driven clarity to stay competitive.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

As today’s older adults seek more autonomy, flexibility, and ease in daily life, concierge services are emerging as a powerful differentiator in senior living, and few understand that better than Hersh Fernandes, CEO and co-founder of Dorvie. 

In a recent Roundtable, Hersh discussed how simplifying everyday tasks for residents isn’t just a value-add, it’s a strategic sales and marketing advantage. Dorvie’s platform, which blends human-centered service with smart tech, is proving that concierge support can drive occupancy, ease move-ins, and free up internal teams to focus on what matters most.

A CONCIERGE IS MORE THAN A SERVICE, IT’S A STRATEGIC ADVANTAGE

Dorvie isn’t just a convenience tool; it’s a meaningful differentiator that supports sales, operations, and resident satisfaction. By streamlining life’s logistics, it becomes a powerful asset in converting leads and improving the move-in experience.

EFFICIENCY IS BUILT THROUGH HUMAN CONNECTION

Rather than a self-serve app or automated interface, Dorvie pairs members with real concierges. That human touch doesn’t just feel better, it leads to smoother logistics, quicker issue resolution, and stronger engagement.

TECH + TRUST = SCALABLE CARE

Dorvie blends technology with real human service to deliver scalable, trusted support. With a national vendor network and real-time dashboards, the model proves that you can maintain high standards even at scale.

STAFF AUGMENTATION THAT EMPOWERS, NOT REPLACES

Dorvie doesn’t replace in-house teams, it helps them. By taking non-core tasks off their plate, internal staff can focus on higher-value work without burning out or overextending themselves.

SERVICE FLEXIBILITY DOESN’T MEAN LACK OF STRUCTURE

While Dorvie is flexible about which resident groups receive services, it’s not an à la carte, opt-in model. This ensures cost-efficiency without sacrificing individual choice. Residents can still say “yes” or “no” to specific services offered.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

This week’s Roundtable featured a powerful and timely conversation with Christopher Ridenhour, President & CEO of Inspired2Results!, 

Christopher challenged us to rethink what it really means to build inclusive communities. Rather than focusing on checklists or corporate initiatives, he encouraged attendees to start with the basics: human connection, daily intention, and a genuine commitment to valuing the voices and experiences of everyone in a community—residents, team members, and leadership alike.

INCLUSION STARTS WITH SMALL, DAILY ACTIONS

You don’t need a formal initiative to build an inclusive culture. Simple moments, like showing interest in someone’s story, lay the groundwork for trust and connection across teams.

VALUE AND APPRECIATION ARE UNIVERSAL CURRENCIES

Diversity goes beyond race or background, it’s about honoring experiences and perspectives. When people feel valued, they’re more likely to contribute meaningfully.

IF YOU’RE NOT FILLED, YOU CAN’T FUEL OTHERS

Like a battery without charge, people can’t energize their teams if they’re drained themselves. Authenticity and care must be practiced—not just preached—to create culture that lasts.

DON’T DIY DEI—IT TAKES REAL COURAGE AND SUPPORT

Doing the work of inclusion alone often leads to burnout or stalled progress. Creating real psychological safety takes shared effort, consistent leadership, and a willingness to lean into discomfort.

RELATIONSHIPS BUILD THE BRIDGE TO BELONGING

When there’s equity and trust in a relationship, there’s space for honesty, growth and even grace when mistakes happen. Connection makes inclusion real.

START WITH ONE BITE-SIZED GOAL

Instead of trying to fix everything at once, focus on a small, meaningful step. Whether it’s changing how you run a meeting or reaching out to a colleague, action builds momentum.

Recently on Varsity’s podcast, Roundtable Talk, we sat down with Marvell Adams, Jr., a longtime leader in aging services and the founder of W. Lawson, a consulting firm focused on equity and inclusion. He also serves as CEO of Caregiver Action Network, supporting millions of unpaid family caregivers across the country.

Marvell shared how the Longevity and Inclusion Alliance Fellows Program helps leaders embed belonging into aging services. He also discussed the emotional realities of caregiving, the importance of succession planning, and why the future of senior living must be more inclusive, intergenerational, and community-connected.

The following are some fresh perspectives from the conversation. Check out the full episode here. 

WHAT DOES THE LONGEVITY AND INCLUSION ALLIANCE FELLOWS PROGRAM DO AND WHAT INSPIRED YOU TO CREATE IT?

The mission is to provide leaders throughout our space the support, the courage, and the guidance to lead more inclusively. The Fellows Program is an immersive, all-virtual series of five sessions. Our objective is to provide a safe space for people to really not only be vulnerable, but to learn and grow about being more inclusive and how to really create communities of inclusion and belonging.

HOW DO YOU DEFINE DIVERSITY, EQUITY, AND INCLUSION AND WHAT IMPACT ARE YOU TRYING TO MAKE?

Inclusion is a feeling. You can’t just measure it. It comes from a safe space where people feel they can be their whole selves. Equity is about outcomes and being treated fairly and having the same access to benefits, to information, and to upward mobility. Diversity is a choice. Unless those in leadership make the courageous step to create it, diversity won’t show up.

WHAT ROLE DO FAMILY CAREGIVERS PLAY, AND WHAT ARE THEIR BIGGEST NEEDS?

There are over 105 million family caregivers in the U.S., and many don’t even identify themselves as such. What we try to do at Caregiver Action Network is meet them where they are, whether it’s someone supporting a loved one through cancer or just having a bad mental health day. But we always remind caregivers: you can’t pour from an empty cup.

HOW CAN SENIOR LIVING PROVIDERS BETTER SUPPORT CAREGIVERS—EVEN THOSE OUTSIDE THEIR COMMUNITIES?

Most communities have space, so invite caregivers in. Whether it’s a Zoom group for long-distance family or an in-person support group, we need to let caregivers know they are seen. That infrastructure of supporting caregivers is not just retention, it’s recruitment. People will say, “This community gets me.”

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

What if the future of aging isn’t tied to a physical place, but to the strength of a community? That’s the guiding vision behind the Village Movement, now celebrating its 25th anniversary. 

Barbara Sullivan, National Director of the Village to Village Network, joined Varsity’s weekly Roundtable to explore how this grassroots model is reshaping the aging experience across the country. Villages empower older adults to remain in their homes, stay socially connected, and access critical support, all through member-driven networks that reflect the values and needs of their local communities.

AGING IN PLACE IS A MIDDLE-INCOME SOLUTION, NOT JUST A LUXURY

The village model was created to serve those caught in the “missing middle”—people who aren’t wealthy enough for private care but don’t qualify for public support. It’s a practical, community-driven way to age at home affordably.

THERE’S NO ONE-SIZE-FITS-ALL VILLAGE—AND THAT’S A STRENGTH

Every village looks different because every community is different. From small social groups in urban neighborhoods to multi-thousand-member networks with staff and partnerships, villages flex to meet local needs.

PARTNERSHIPS BEAT SILOS—ESPECIALLY AFTER COVID

Villages are discovering new strength through collaboration with senior centers, housing providers, care organizations, and even Medicare Advantage pilots. The more they partner, the stronger their impact.

VOLUNTEER-FIRST DOESN’T MEAN UNDER-RESOURCED

Villages may be grassroots, but that doesn’t mean disorganized. Many have boards, staff, or structured partnerships, all while keeping volunteers at the core of their mission and services.

TECHNOLOGY ISN’T A BARRIER—IT’S A BRIDGE

COVID proved older adults can adapt. Villages that helped members use smartphones and telehealth tools saw lasting benefits in independence, connection, and care coordination.

DATA IS THE NEXT FRONTIER FOR GROWTH

With no major study since 2015, the new Village Impact Project aims to capture who’s being served, how, and where. That data will be key to shaping the movement’s next 25 years.