poster’printsize: ’ bringing(the(grocerystore(tothe(people ... · truck(presentation(...

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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:  sramirez37@ucmerced.edu    

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  I  don't  know  if  it  would  be  called  outdated  but  they're  not  as  fresh  as  some  at  the  grocery  stores.”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