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Bringing the Grocery Store to the People: Process and impact evaluaGon of a social markeGng strategy to reduce rural food access dispariGes and provide nutriGon educaGon
A. Susana Ramirez, PhD, MPH; Erendira Estrada, BA; Ariana Ruiz, BA; Alexandra Lemon; L. Karina Díaz Rios, PhD University of California, Merced
CONTACT: A. Susana Ramirez, PhD, MPH
Email: [email protected]
Food deserts have high concentraAons of low-‐income populaAons; the nearest full-‐service grocery store is 10 or more miles away. Mobile markets offer a relaAvely low-‐cost, high-‐impact way to increase access to fresh produce and improve diets of vulnerable populaAons. However, liple is known about factors that make mobile intervenAons succeessful. Merced County is a largely rural county in Central California’s San Joaquin Valley. Its 263,228 residents are spread out across 1,935 square miles. It is tremendously diverse; 57% of the populaAon is Hispanic/LaAno, and there are extreme economic, educaAonal, and health dispariAes.
Background
Purpose To conduct a process evaluaAon of the implementaAon of a mobile grocery food access intervenAon.
Key Themes
BARRIERS TO SHOPPING AT PRODUCE ON THE GO
PERCEPTIONS OF PRODUCE ON THE GO
“Some of the fruits and vegetables that I’ve seen there are kind of you know… not…. I don't know if it would be called outdated but they're not as fresh as some at the grocery stores.”
Quality of stock: Mixed feelings about quality of produce.
Pricing: Mixed opinions about the affordability of the produce; felt pricing was inconsistent.
“When it first started it had excellent fruit and here lately I know they went through some kind of trouble with the delivery system, they weren't gewng the produce as fresh as it was supposed to be.”
“Well, it’s good because their products are natural and of good quality.” “I liked it because the prices are okay, they are not that high, and the Ames I have bought from there… I have liked it.”
ParGcipants familiar with produce truck had generally posiGve percepGons of the truck.
However, some parGcipants also noted a decline in quality over Gme.
Methods
IMPLEMENTATION ENVIRONMENTAL ASSESSMENT
MARKET COMPARISON
COMMUNITY INTERVIEWS
(30) & FOCUS GROUPS (2)
November 2013 • IntervenAon to address
food access in Merced County is established
• MulA-‐step process • 5 sites selected for
intensive intervenAon and evaluaAon
February 2015 – March 2015 • Assessment of contextual
features that may hinder or help success
• Publicly available data • Walking tour of selected sites
during truck visit
February 2015 – May 2015 • Survey of produce truck
intervenAons naAonwide • Phone/email interviews with
directors
February – May 2015 • Assess community member
percepAons of barriers to healthful eaAng and food access and opinions of Produce on the Go
• Community engagement is criAcal for success of intervenAons. • ConsideraAon of public transportaAon opAons and leveraging exisAng events,
retail, and services may improve success of intervenAon. • Sites where compeAAon exists provide future opportunity to collaborate so
produce truck may provide training and distribuAon funcAons to small store owners.
Conclusions
SITE 1 – WINTON SITE 2 – Franklin-‐Beechwood SITE 3 – FARMDALE – SOUTH MERCED
SITE 4 – GVHC – SOUTH MERCED SITE 5 – PLANADA
Environmental Assessment
SUSTAINABILITY CHALLENGES ACCESSIBILITY COMPETITION
TRUCK PRESENTATION COMMUNITY ENGAGEMENT
Merced County, CA Rural and Suburban
Boston, MA Urban and Suburban
Contra Costa Co, CA Urban and Suburban
Chicago, IL Urban
Riverside and San Bernardino Cos, CA
Urban and Suburban Location
November 2013 July 2013 July 2013 May 2011 (2013) December 2013 Started (ended) Merced County Human Services
Agency $32,000 Kickstarter
USDA Farmer’s Market Promotion
Program
Various donors (money & services) California Freshworks Seed Funder(s)
California Freshworks USDA
20% of budget: produce sales & contracted events
Kaiser Permanente Community Benefit N/A
California Freshworks and NBC Universal Century Solutions Grant Challenge
Current Funder(s)
Up to 2 locations One neighborhood
each day; 2-3 different locations
Four different locations each day 3
times a week
Three stops per day two days per week
3-4 stops a day on scheduled days; change monthly
Visitation Schedule
Cash, Credit, Debit, EBT
Cash, Credit, SNAP, EBT, Veggie Rx
Vouchers
Cash, Credit, WIC, Farmers Market Nutrition Prog
Checks, Veggie Rx Vouchers
Cash, LINK food stamps
Cash, Credit, Debit, EBT Payment
Truck Driver; cashier N/A Bus Driver, two
employees, volunteers
N/A Bus Driver; two+ employees Staff
Fresh Truck Freshest Cargo Fresh Moves Mobile Fresh
Market Comparison Community Interviews Produce on the Go
