Solutran's loyalty program offers incentives to shoppers for purchasing healthful food by reducing the cost of such food and making the discount easy to obtain. "Until now, there hasn't been a way to drive healthy-eating behavior that has been profitable to all parties," said Dr. Robert Jeffery, director of the Obesity Prevention Center at the University of Minnesota. "Using this new technology, Solutran has finally provided the sustainable model we have been seeking."