balancing store performance & customer needs to …

HEALTHY CORNERS:

BALANCING STORE PERFORMANCE &

CUSTOMER NEEDS TO PROMOTE

FRESH PRODUCE ACCESS & CONSUMPTION

2017-2020 EVALUATION

Conducted by

American University’s Department of Health Studies

In cooperation with DC Central Kitchen and DC Department of Health

Anastasia Snelling, PhD., RD

Robin McClave, MS Hugo Van Dyke, MS Ayanna Wells, MS

Lisa Joseph

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https://doi.org/10.17606/TNRP-0K73

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Healthy Corners Report September 2020

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TABLE OF CONTENTS

I. INTRODUCTION ________________________________________________________________________ 3

II. SCOPE OF WORK ______________________________________________________________________ 4

III. METHODOLOGY _______________________________________________________________________ 5

III.I INTERCEPT SURVEYS _______________________________________________________________________ 6 III.II IN-DEPTH SURVEYS ________________________________________________________________________ 7 III.III HEALTHY CORNER STORE SCORECARD _________________________________________________________ 8

IV. RESULTS _____________________________________________________________________________ 10

IV.I INTERCEPT SURVEYS ______________________________________________________________________ 10 IV.II IN-DEPTH SURVEYS _______________________________________________________________________ 13 IV.III HEALTHY CORNER STORE SCORECARD _________________________________________________________ 16

V. DISCUSSION __________________________________________________________________________ 18

VI. RECOMMENDATIONS __________________________________________________________________ 21

VIII. LIMITATIONS _________________________________________________________________________ 21

APPENDICES _______________________________________________________________________________ 22

APPENDIX A: INTERCEPT SURVEYS ________________________________________________________________ 22 APPENDIX B: IN-DEPTH SURVEYS _________________________________________________________________ 25 APPENDIX C. HEALTHY CORNER STORES AND HCS SCORES _______________________________________________ 28


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I. INTRODUCTION

In 2020, DC Central Kitchen (DCCK) partnered with American University’s Department of Health

Studies to evaluate the Healthy Corners (HC) program in Washington, DC. This initiative is funded in

part by a grant from the DC Department of Health, and 2020 marks the fourth year of the collaboration

between DCCK and American University (AU).

Beginning in 2017, DCCK sought to focus evaluation efforts on sustainability, with intent and behavior

around healthy food items in corner stores also coming under consideration. Through intercept

surveys administered in 2017, we found that over 60% of surveyed customers visit the corner store

almost daily and, of those customers who visit almost daily, 75% said that the availability of fruit and

vegetables in the store has helped or somewhat helped them eat more healthfully. Additionally, in

2017, we designed the first Healthy Corner Store Scorecard (herein, “the Scorecard”). Since the initial

administration of the Scorecard and grouping stores by quartile, we have found that stores in the

upper 25% averaged more pounds per month, more variety of items, higher Nutrition Environment

Measurement Survey – Corner Stores Measures (NEMS-CS) scores, and had been in the program for a

longer period of time.

In 2018, minor revisions were made to the Healthy Corner Store Scorecard. We continued with further

intercept surveys from customers who shop at the local corner stores and completed three focus

groups to deepen our understanding of how the sale of fresh produce is perceived in local corner

stores. The 2018 report underscored that two factors, the store’s performance and the demand for

fresh fruit and vegetables by the customers, are equally important in the sustainability of the Healthy

Corners program.

For 2019, minor changes to the Scorecard were made, and we continued to talk with customers

through intercept surveys and in-depth surveys. In addition, the funding from the USDA FINI

program provided the opportunity for DCCK to create an incentive program for SNAP recipients

purchasing SNAP-approved items in select corner stores. Upon making a minimum $5 purchase using

SNAP dollars, customers were given a $5 coupon to spend on fresh fruits and vegetables in the store.

The “5-for-5” program launched in November 2018.

The 2020 report shows the results from the three-part evaluation: the qualitative data captured

through customer intercept surveys and in-depth surveys as well as the continuation of the Healthy

Corner Store Scorecard (HCS Score). Though the FINI grant was not renewed this year, DCCK was

able to continue the “5-for-5” program by adjusting the model slightly. The original program model

was such that a $5 SNAP purchase triggered the $5 coupon; beginning in November 2019, when a

customer made a $5 SNAP purchase that included a produce item, the $5 coupon was triggered. The

results herein seek to understand the impact of the “5-for-5” model change on customer perceptions

and behavior, store performance over time in the program, and how the COVID-19 pandemic has

influenced food security and purchasing habits.


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II. SCOPE OF WORK

The scope of work included the following primary goals and activities:

Primary Goals

1. Enhance DC Central Kitchen staff capacity in qualitative methods

2. Assess customer perceptions of the Healthy Corners program, and observe trends

3. Assess outcomes of Healthy Corners and the 5-for-5 coupon program

4. Assess the effect of the model change to the 5-for-5 coupon program

5. Analyze Scorecard, and compare trends over time

6. Pilot food insecurity surveys

Activities

1. Refine customer survey. Retain core questions that provide valuable year-to-year insights, and

supplement with potential new questions related to the model change in the 5-for-5 coupon program.

2. Train Store Champions in customer intercept protocols.

3. Analyze survey results from Store Champion data collection.

4. Revise customer in-depth interview protocol.

5. Train Store Champions and DC Central Kitchen staff in interview and/or focus group methods.

6. Analyze interview data from Store Champion data collection.

7. Analyze and compile annual Healthy Corners Scorecard and compare results to previous years


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III. METHODOLOGY

This evaluation included mixed methods, leveraging qualitative and quantitative data to arrive at an

understanding of the impact of the Healthy Corners Program on access to, purchasing, and

consumption of fresh foods at the neighborhood level and store success.

The qualitative portion of this evaluation was two-pronged in order to determine the community

level impact of the Healthy Corners program and identify the evolving needs of the community. We

began with intercept interviews and then proceeded to in-depth interviews to dig deeper into

customers’ awareness, perceptions, and utilization. In light of the COVID-19 pandemic additional

questions were asked about food security issues for families in these communities. Throughout,

DCCK provided feedback on interim evaluation products and discussions between the partners

which helped subsequent evaluation processes.

Data collection activities focused on Wards 7 and 8 in Washington, DC, known areas of greatest food

insecurity.

Intercept Surveys

In-Depth Surveys


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III.I CUSTOMER INTERCEPT SURVEYS

The first phase of the qualitative approach focused on collecting intercept surveys to ascertain the

views of Ward 7 and 8 residents towards the Healthy Corners program. Intercept surveys were

designed to gather information on the perceptions and purchasing intent of corner store customers.

Due to limitations imposed by the COVID-19 pandemic, intercept surveys were to be administered

verbally, over the phone by Healthy Corners Store Champions. Store Champions engage corner store

shoppers as community liaisons, conflict resolvers, and advocates for healthy, welcoming

environments. Store Champions conduct community outreach, identify store technical assistance

needs, and provide real-time customer feedback. The Healthy Corners Store Champions were

trained in survey administration protocols virtually by AU’s program team and provided with a guide

of best practices and role-playing exercises.

To elicit survey respondents, DCCK selected stores to post fliers with higher foot traffic and “5-for-5”

program coupon redemption rates. Fliers were posted encouraging shoppers to share feedback on

their shopping habits to receive a $5 Amazon gift card. In addition to posted fliers, mini fliers were

handed out by the cashier to give customers something they could take in hand. Based on a slow

response rate, the $5 Amazon gift card incentive was changed to a $5 in-store coupon to be used

toward fresh fruit and vegetable purchases. Lastly, to achieve a representative sample size, program

team members from American University traveled onsite to two stores to complete survey

administration in person wearing personal protective equipment and observing social distancing

guidelines.

The verbally-administered customer intercept surveys were conducted over the course of three

weeks (see survey schedule in Table 3.1). Surveys were either completed over the phone with a Store

Champion or in person upon exiting the store. Once all of the data were gathered and entered into

an Excel spreadsheet, the frequency and percentage of responses to each question were calculated

(see Appendix A for the complete survey and responses).

Table 3.1 Intercept Survey Data Collection Schedule

Location No. Of Surveys Completed

Date Fliers Posted Survey Completion Method

Wheeler Market – 4133 Wheeler Rd SE

17 6/24/20 Telephonic

Shipley Super Market – 2283 Savannah St SE

13 6/24/20 Telephonic

Ken Mart (Z-Mart) – 1507 Kenilworth Ave NE

23 7/14/20 In-person

Night N Day 24 Hour Store – 5026 Benning Rd SE

12 7/14/20 In-person


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III.II IN-DEPTH SURVEYS

The second phase of the project involved in-depth surveys in corner stores in Wards 7 & 8. In-depth

surveys were designed to assess the impact of the program and whether it is helping residents to

buy and eat more fresh produce regularly. New this year was the addition of the six-item short form

food security survey module from the US Department of Agriculture’s Economic Research Service.1

Based on learnings from the administration of the intercept surveys, in consideration of the COVID-19

environment, members of AU’s program team collected surveys in person wearing personal

protective equipment and observing social distancing guidelines.

The program team visited three corner stores in a single day (see survey schedule in Table 3.2).

Stores were selected by DCCK for in-depth surveys based on “5-for-5” program coupon redemption

rates (as well as higher foot traffic) throughout their lifespan in the program, with specific attention

paid to the last nine months in which the “5-for-5” program model changed.

Customers were recruited by asking if they had 10 minutes to complete a survey about their

shopping habits. For customers who consented, the full survey was administered verbally by the

research team members. As an incentive for participation, customers were provided two $5 store

coupons for a total value of $10 to be spent on fresh fruit and vegetables at participating Healthy

Corners store locations.

Once all the data were gathered and entered into an Excel document, the frequency and percentage

of responses to each question were calculated and themes noted (see Appendix B for the complete

survey and responses).

Table 3.2 In-depth Survey Data Collection Schedule

Date Location No. Of Surveys Completed

Time of Day Survey Location

Aug 14, 2020

Liff’s Market – 600 Alabama Ave SE

12 9-11am Outside the entrance

Aug 14, 2020

Texas Convenience Store – 4350 Texas Ave SE

14 11:15-1pm Outside the entrance

Aug 14, 2020

Holiday Market – 3509 Wheeler Rd SE

7 1:15-2:30pm Inside the store, near the entrance and register

1 https://www.ers.usda.gov/topics/food-nutrition-assistance/food-security-in-the-us/measurement.aspx

https://www.ers.usda.gov/topics/food-nutrition-assistance/food-security-in-the-us/measurement.aspx


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III.III HEALTHY CORNER STORE SCORECARD

The Healthy Corner Store Scorecard was created in 2017 with the goal of predicting store

sustainability in the Healthy Corners program. Variables include data points collected by DC Central

Kitchen, such as units of produce sold, variety of produce sold, the Market Basket Assessment Tool

(MBAT), and information provided by the store owner. Data on units and variety of produce as well

as percent mark-up were averaged over the previous four quarters. Over time, slight variations have

been made. Table 3.3 shows each variable, the possible points, and how/when it is tracked in 2020.

In 2020, due to limitations in data collection resulting from COVID-19, scores from one variable – the

MBAT – were substituted from 2019 in order to maintain the full 16-point scorecard. In addition, there

was a slight change to the wording of one question in the store owner assessment from How good

for your business is selling fruits and vegetables? (with response options “Not good for my business”

(0 points), “Good for my business” (0.5 points), or “Very good for my business” (1 point)) to How is

selling fruits and vegetables good for business? (with responses “It brings in more profit”, “It satisfies

our current customers”, and “It attracts new customers”). Scoring for this variable was agreed upon

as 0.5 points for one response and 1 point for more than one response. Notably, this ensures a store

earned a minimum of 0.5 points on this variable, whereas previously zero points were possible.

Lastly, the scoring breakouts for markup and compliance pricing data were modified to align with

calculations for the percent of products non-compliant with pricing: if 0% of products were non-

compliant, the store earned 2 points; if 1-49% were non-compliant, the store earned 1 point; if 50-100%

of products were non-compliant, the store earned 0.5 points; and if the store sold no products, it

earned zero points on this variable.


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Table 3.3. Operationalized Variables for the 2020 Healthy Corner Store Scorecard Category Category

Max Points

Variable Points Tracking 0 0.25 0.5 0.75 1 1.5 2 Max Evaluation Tool /

Method How often?

Timeline

Sales and Waste

5 Amount in Units Purchased by Store per Quarter (mean of past 4 quarters)

< 50 51 – 100 101 – 150 151 – 200

> 200 2 GoCanvas / Sales & Waste Tracker/Apricot

Quarterly January, April, July, October

Variety/ Number of different items purchased (mean of past quarters)

< 5 5 – 9 10 – 14 15 – 19 >20 2 GoCanvas / Sales & Waste Tracker/Apricot


Waste Tracking > 20% 16 – 20% 11 – 15% 6 – 10% 0 – 5% 1 GoCanvas / Sales & Waste Tracker/Apricot


Store Environment

4 MBAT ≤ 10 11 - 20 21 – 30 ≥ 31 2 MBAT Annually January + Summer Supplement

Store Quality and Environment

0-1 2-7 8-14 15-21 ≥ 22 2 Quarterly Site Visit Quarterly January, April, July, October

Store Owner Assessment

4 Store Owner: Do you purchase produce (fruits and vegetables) from other vendors?

No Yes 1 Store Owner Survey/Quarterly Site Visit

Quarterly March/April, June/July, Sept./Oct., Dec./Jan.

Store Owner: How is selling fruits and vegetables good for business?

One response

More than one response

1 Store Owner Survey/Quarterly Site Visit


Store Owner: How many customers asked for more fruits and vegetables?

0 (none/not many)

1 – 5 (some, a few)

>5 (a lot, all the time)

1 Store Owner Survey/Quarterly Site Visit


Internal Assessment of Store Owner Attitude/Buy-In

1 2 3 4 5 1 Attitude scorecard Annually December

Marketing & Compliance

3 Marketing materials visibility inside & out

No Yes 1 MBAT Annual January + Summer Supplement

Compliance with markup Sells no products

50-100% products non-compliant

1-49% products non-compliant

0% products non-compliant

2 Quarterly Site Visit Quarterly March/April, June/July, Sept./Oct., Dec./Jan.

Total Points Possible 16

Healthy Corners Report September 2020 10

IV. RESULTS

IV.I INTERCEPT SURVEYS

Respondent Characteristics. This year we interviewed shoppers at stores that had participated in the

USDA FINI program the prior year and were medium- and high-performing with regard to “5-for-5”

program coupon redemption rates.

Sixty-eight customer intercept surveys were completed at the four stores selected. Ninety-three

percent of respondents were residents of DC, with 41% residing in Ward 7 and 52% residing in Ward 8.

Participants were 40% female and 41% male (18% did not wish to disclose), and 91% identified as

Black/African-American. Thirty-one percent of respondents were 18 – 35 years old, 34% were 36-55

years old, and 29% were 55 years or better. Sixty-two percent of those surveyed use SNAP while 37%

did not receive any nutrition assistance benefit. Sixty-one percent of respondents live in households

of 1-3 people (including themselves) and 37% have 4-6 people living in their home.

Chart 4.1

Purchasing habits. The intercept

survey began with asking

shoppers how often they visit this

store, with 66% reporting they

visit daily or 2-5 times a week.

Next, we asked what they

purchased at their last visit. A

majority of the shoppers

responded with a combination of

small and grocery items (40%),

followed by just grocery items

(25%), and then small items (22%).

To differentiate between

purchases, examples were given

of grocery items such as fruit and/or vegetables, shelf stable foods, canned goods, or microwavable

meals while small items included soda, snacks, tobacco products, gum, or lottery tickets.

22%

25%

40%

1% 3%

What did you purchase during your last visit? (Choose one)

n= 68

Small items - soda, gum,etc.

Grocery items - freshproduce, shelf stable, etc.

A combination

I don't remember

No response


Chart 4.2

When asked if they knew this store sold fresh

fruit and vegetables, 93% said yes. We then

asked, ‘Where do you buy your fruits and

vegetables?’, with participants able to select

more than one answer. Thirty-seven

respondents answered this corner

store/another corner store, 45 said grocery

stores like Giant and Safeway, and nine of

those surveyed said farmers’ markets. The

response to this question about where one

shops for fruits and vegetables served to

create two different lines of questioning in order to understand the influence of quality, price and

variety in fresh produce purchases.

Perceptions and role of quality, price, and variety. For respondents who selected this corner

store/another corner store as their preferred/most common purchase location (n=37), we asked them

to describe the quality, price, and variety of fresh fruits and vegetables they purchase.

Sixty-two percent of shoppers describe the quality as good or great and 38%

responded fair. No respondents described the quality of fresh fruits and

vegetables in this/another corner store as poor.

In describing the price, 41% answered the prices they pay at this/another corner

store are good or great, while 51% stated fair, and 8% described prices as poor.

With regard to the variety of fresh fruits and vegetables at this/another corner

store, 67% described it as good or great and 30% as fair.

Charts 4.3 and 4.4

0%

50%

100%

Poor Fair Good/Great

How would you describe the quality of fresh fruits and

vegetables that you are able to purhcase at at this corner store?

n=37

0%

50%

100%


How would you describe the price of fresh fruits and

vegetables that you pay at this corner store?

n=37

37

45

9

2

Where do you buy your fruits and vegetables? n=68

This corner store oranother corner store

Grocery store

Farmer's Market

Other

*Multiple responses possible


Liff’s Market

Chart 4.5

For respondents who did not select this corner store/another corner store as their preferred/most

common purchase location (n=31), we sought to distinguish the role quality, price, and variety plays

when purchasing fresh produce at other locations.

When asked ‘What do you look for in quality fruits and vegetables?’ responders

could select multiple answers. Seventy-one percent said ripeness, 65% said

cleanliness of the product, and 35% said display or layout.

Regarding the role price plays, 55% answered it depends on the item, 35% said I

purchase despite the price, and only 10% stated price determines what I purchase.

As to how important variety is when making fruit and vegetable purchases, 84%

said very important, 13% said somewhat important, and just 3% said not important.

5-for-5 program awareness. We then asked shoppers if they had heard about the “5-for-

5” program. Seventy-one percent of the respondents reported they knew about the

program (though only 62% of those surveyed use SNAP) and 44% learned about it

through the store and 31% from a Store Champion. Interestingly, of those who were

aware of the “5-for-5” program and disclosed their gender, 29% were male and 48% were

female (23% did not disclose).

Of respondents who had heard about the “5-for-5” program, 88% had used it. Regarding

frequency of use, 48% responded 1-5 times, 26% answered 6-10 times, and 26% said more

than 10 times.

0%

50%

100%


How would you describe the varietyof fruits and vegetables available at

this corner store?n=37


IV.II IN-DEPTH SURVEYS

Respondent characteristics. Of the 33 people who completed the in-depth survey, 94% were

residents of DC, 41% from Ward 7 and 50% from Ward 8. Fifty-three percent had a SNAP or EBT card,

while 47% did not use any nutrition assistance program. Ninety-seven percent of respondents

identified as Black/African American, which is reflective of the population in the neighborhoods

where the selected corner stores are located. The majority of customers, 38%, were over the age of

55, 41% were 36-55, and 22% were 18-35 years of age. Fifty-three percent have between 1-3 people

(including themselves) living in their home, 38% of those surveyed have 4-6 people living in their

household, and 9% have 7-9 people.

Chart 4.6

Shopping and Purchasing Habits &

Preferences. The vast majority of customers

surveyed went to their corner store at least

once a week: 49% responding daily, 36%

responding 2-5 times a week, and 3% visiting

once a week. At the time of the survey, 46%

of customers reported their most recent

purchase included a combination of small

(gum, lottery tickets, drink, etc.) and grocery

(vegetables, fruit, canned goods, or

microwavable meals) items, while 39% had

purchased small items only.

Chart 4.7

Ninety-one percent of people were aware

that their corner store sells fresh fruit and

vegetables. Ninety-four percent of customers

indicated that eating fruit and vegetables

was important or very important; only 6%

customers felt that eating fruits and

vegetables was not important. The vast

majority of respondents, 94%, prefer to buy

fresh fruits and vegetables, with just 6%

preferring frozen. No customers preferred

canned fruits and vegetables.

5-for-5 Awareness and Impact. Of the 33 in-depth survey participants, 52% of the respondents had

heard of the “5-for-5” program which aligns closely with the number of customers stating that they

use SNAP (53%). Of the people who had heard of the program, 40% have used the program.

49%

36%

3%

3%9%

How often do you visit this store? n=33

Daily

2-5 times a week

Once a week

Once a month

2-3 times a month

39%

15%

46%

0%

What did you purchase during your last visit? n=33

Small items

Grocery items

A combination ofsmall and groceryitems

I don't remember


Interestingly, of those who’ve used the “5-for-5” program, 40% of participants used it 1-5 times and

60% used it more than 10 times.

As a result of the “5-for-5” coupon program, 80% of customers report purchasing more or a lot more

fruits and vegetables and 100% eat more or a lot more fruits and vegetables. Eighty percent of

respondents said their family eats more or a lot more fruits and vegetables as a result of the program

as well.

Chart 4.8

Chart 4.9

Food Security During COVID-19. The U.S. Household Food Security Survey Module: Six-Item Short

Form questions were newly added this year to satisfy requests from other grantors. These six

questions asked customers to recall their access to food over the last 30 days. With the emergence

of COVID-19, people’s financial ability and access to food have been impacted nationally and we

sought to assess local ramifications.

We consistently saw about half of customers report that money did not impact their ability to

purchase food. Forty-seven percent of customers reported that the statement “In the last 30 days,

the food that (they) bought just didn’t last, and (they) didn’t have money to get more” was never

true. Fifty percent indicated that the same statement was often true (25%) or sometimes true (25%).

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

They eat more/a lot more fruits and vegetables

They eat the the same amount of fruits and vegetables

How would you say the 5-for-5 coupon program affected your family's consumption of fruits and vegetables?

n=10

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

I eat more/a lot more fruits and vegetables

I eat the the same amount of fruits and vegetables

How would you say the 5-for-5 coupon program affected your fruit and vegetable consumption?

n=10


Holiday Market

Fifty percent of people reported that the statement “In the last 30 days, (they) couldn’t afford to eat

balanced meals” was never true while 19% said it was often true and 31% reported that it was

sometimes true.

Sixty-one percent of customers disagreed with the statement “In the last 30

days, did (you) ever cut the size of your meals or skip meals because there

wasn’t enough money for food?” Of the 36% who agreed, 55% had to skip meals

2-4 days a month and 41% skipped meals 7-15 days out of the month.

Fifty-nine percent of people did not have to eat less in the last 30 days because

there wasn’t enough money for food. Additionally, 59% did not report they were

hungry because there wasn’t enough money for food.


IV.III HEALTHY CORNER STORE SCORECARD

All results from the Healthy Corner Store Scorecard analysis are reflective of the 44 corner stores

with complete data sets. Eleven variables were assigned a point value for each store and these

points were combined to create a total score for each store. The maximum number of points a store

can earn is 16.

In 2020, the highest score was 15.75 (14.75 in 2019) and the lowest score was 8.50 (7.25 in 2019). The

mean of all stores’ scores was 12.50. A list of all stores, their points for each variable, as well as their

total score can be found in Appendix C.1. Table 4.1 below shows the composite score broken out by

Ward.

Table 4.1. Mean Composite Scores by Ward

Ward Number of Stores Mean Healthy Corner Store Score (max = 16)

Range

1 3 12.67 12 – 13.75

4 4 12.25 10.75 – 13.25

5 13 12.12 9.25 – 14.50

6 2 15.38 15.00 – 15.75

7 11 12.22 10.00 – 13.75

8 11 12.71 8.5 – 15.00

All 44 12.50 8.5 – 15.75

Table 4.2. Changes in quartile scores over the last four years

Years Lower Quartile

Upper Quartile Mean Total Points Possible

2017 ≤8.0 ≥9.5 8.64 13

2018 <7.5 ≥10.5 9.05 16

2019 <10.5 ≥13.06 11.89 16

2020 <11.19 ≥13.75 12.50 16

Tables 4.3 and 4.4 show the stores with Healthy Corner Store Scores in the upper 25% and the lower

25%, respectively. Stores in the upper 25% have a score of greater than or equal to 13.75 (13.06 in

2019) and stores in the lower 25% have a score less than 11.19 (10.5 in 2019).


Table 4.3. Upper Quartile of HCS Stores (Score >/ 13.75)

Store Name Score Years

Circle 7 14.50 2018, 2019, 2020

Dollar Plus Food Store (Pennsylvania Avenue)

14.50 2018, 2019, 2020

Economy Market 15 2018, 2019, 2020

Elmira Grocery 14 2017, 2020

Holiday Market 14.00 2018, 2019, 2020

Mellon Market 14.75 2019, 2020

Newton Market 14.50 2019, 2020

Shipley Super Market 15.00 2019, 2020

Sonya’s Market 13.75 2018, 2020

Texas Avenue Convenience Store

13.75 2019, 2020

The Cupboard 15.75 2017, 2020

Thomas & Sons Food Market 13.74 2020

Wheeler Market 14.25 2018, 2020

Table 4.4. Lower Quartile of HCS Stores (Score <11.19)

Store Name Score Years

Anacostia Market 8.50 2018, 2019, 2020

BP Blair Gas Station 10.75 2017, 2020

Dollar Plus Food Store (Bladensburg Road)

9.50 2020

G & G Grocery 10.00 2019, 2020

Helen Mart 10.75 2019, 2020

Liff’s Market 10.75 2020

McKinley Market 11.00 2019, 2020

Minnesota Food Mart 10.25 2018, 2020

Neighborhood Market 9.25 2019, 2020

Secrets of Nature 10.50 2020

Toni’s Market 10.00 2019, 2020

In comparing the performance of the stores in the upper and lower quartiles over the last four years,

all but one store in the upper quartile maintained performance for at least two years and all but

three stores have remained in the lower quartile for at least two years.


V. DISCUSSION

This evaluation of the Healthy Corners Program was conducted with collaborative efforts between

American University and DC Central Kitchen between March-September 2020. This year we focused

the analysis of the Healthy Corners Program on the impact of the “5-for-5” model change on

customer perceptions and behavior, store performance over time in the program, and how the

COVID-19 pandemic has influenced food security and purchasing habits. The impact of the COVID-19

pandemic on this year’s data collection efforts and customer responses is difficult to assess as the

ongoing health crisis continues to alter income levels and shopping patterns.

Combining the intercept surveys and the in-depth surveys, we report on 101 shoppers’ views on the

sale of fresh produce at corner stores. There is favorable data that indicate progress is being made

regarding awareness of the “5-for-5” program, and access to and consumption of fresh produce

purchased at corner stores. Shoppers also shared concerns and feedback about pricing.

The “5-for-5” program model change. Launched in Fall 2018 and funded through the USDA FINI

grant, the “5-for-5” program was an incentive program for SNAP recipients whereby upon making a

minimum $5 purchase using SNAP dollars, customers were given a $5 coupon to spend on fresh fruits

and vegetables in the store. In November 2019, due to non-renewal of the FINI grant, the “5-for-5”

program model was modified so that when a customer made a $5 SNAP purchase that included a

produce item, the $5 coupon was triggered. It is difficult to assess if changes to purchases were a

result of the program model change or the impact of the COVID-19 pandemic.

The model change this year represents a noteworthy shift in supporting positive behavior change

among SNAP recipients. In requiring the triggering purchase to include a fruit or vegetable item, the

coupon program now directly incentivizes the desired behavior. We strongly support DCCK’s move

in this direction and believe it will create more sustainable changes to fruit and vegetable purchases

and lead to increased consumption long-term.

Shopping Habits. By and large, most shoppers frequent the store daily or between 2-5 times each

week. Improving upon 2018 and 2019 findings in which customers stated concerns about consistent

availability of fresh produce at corner stores, 56% of respondents named this corner store/another

corner store as where they shop for fresh produce. Purchases of a combination of grocery and small

items represented the majority for both intercept and in-depth responses, 40% and 46% respectively.

Both of these factors – frequency of visits and items typically purchased – underscore the

convenience of corner stores for meeting a variety of household needs and the impact of ensuring

fresh produce is available.

Ninety-four percent of in-depth survey respondents stated eating fresh or frozen fruits and

vegetables was important or very important to them, which may support their awareness of the

corner store carrying produce.


Awareness and Use. Differences in awareness of the “5-for-5” program are evident between mid-

and high-performing stores where intercept surveys were administered, and lower-performing

stores were in-depth surveys were completed.

Awareness of the “5-for-5” program appears to be increasing in the lower-performing stores where

in-depth surveys were administered when compared to the mid- and high-performing stores at which

intercept surveys were collected. In 2019, the intercept survey results showed that 83% of eligible

respondents had heard of the program as opposed to 71% of respondents in 2020. Amongst in-depth

participants, 37% of people had heard of the program in 2019 as compared to 52% of the shoppers in

2020.

As might be expected, we found variability in the frequency of utilizing the “5-for-5” program which

suggests the need for continued investments in marketing and program promotion to ensure

maximum redemption. Of the 71% of intercept survey respondents who had heard of the program,

88% used the coupon program to buy fruits and vegetables. However, the majority of respondents,

48%, used it only 1-5 times. The in-depth survey showed that 40% of eligible customers have used the

program, with 40% using it 1-5 times and 60% using more than 10 times. Interestingly, respondents to

the in-depth survey didn’t report using the coupons in the middle range of 6-10 times.

The “5-for-5” program has positively impacted customer’s consumption of fruits and vegetables with

100% of in-depth survey respondents stating it has helped them eat more or a lot more produce

compared to 77% of respondents in 2019.

Quality, Price, and Variety. Intercept survey responses showed largely positive feedback regarding

the quality and variety of the fresh produce sold in the Healthy Corners Program, but with

opportunity for improvement on pricing. Fifty-one percent of respondents listed the price as fair and

8% as poor. Comments from customers also indicated issues with inconsistent pricing on the same

items depending on the day.

Food Security. The addition of the six food insecurity questions to the in-depth survey this year made

responses very timely and personal. Prior to the COVID-19 pandemic, food insecurity impacted

approximately 10.5% of U.S. households; current estimates indicate as many as 23% of households

nationwide have experienced food insecurity this year.2 Because the surveys were administered in

August 2020, during the COVID-19 pandemic and specifically in Wards 7 and 8 (areas known to be

strongly impacted by food insecurity), researchers anticipated a theme of food insecurity in the

communities they surveyed.

All questions asked customers to recall the “last 30 days” or July 2020 when responding to the

questions. The District had implemented several food hubs for people to obtain free food

throughout the city to offset the impact of the pandemic. Researchers reported that consistently for

more than half of respondents, money did not impact their ability to purchase and consume food.

2 https://wamu.org/story/20/09/27/food-insecurity-in-the-u-s-by-the-numbers/

https://wamu.org/story/20/09/27/food-insecurity-in-the-u-s-by-the-numbers/


There were a few outliers who reported extreme difficulties being able to purchase food that

consistently showed up in the data.

Scorecard. The quantitative data gathered through the Healthy Corner Store Scorecard indicates the

store’s performance across four variables – produce sales and waste, the store environment, the

store owner’s engagement, and the mark-up of the produce being sold. The 44 active stores that

have a complete dataset revealed some key indicators of store performance in this program.

The range of scores from Appendix C indicate there is still a broad spectrum of store performance,

with the lowest score being 8.50 out of a maximum score of 16, and the highest score 15.75.

Encouragingly, the mean score of 12.50 shows continued progress toward higher scores across all

Healthy Corners stores, with 25 stores scoring 12.50 or higher.

In reviewing stores according to the upper and lower quartiles (Tables 4.3 and 4.4), all but one store

in the upper quartile is a repeat performer and all but three in the lower quartile are repeat

performers. Interestingly, Dollar Plus locations are represented in both quartiles suggesting there is

an opportunity for best practices to be shared across store locations.

In comparing the upper quartiles from 2017 to 2020, Circle 7, Dollar Plus Food Store (Penn. Ave),

Economy Market and Holiday Market have scored in the top for three out four years. On the flip

side, Anacostia Market has remained in the lower quartile for three consecutive years. Over the last

four years, it is heartening to see that the scores continue to trend upward for both the lower and

upper quartiles.

As has been suggested previously, there is an opportunity to focus more resources on the stores that

consistently show higher performance, both in coupon redemption rates and Scorecard variables.

There might also be value in learning from store owners at lower performing stores which aspects of

the Healthy Corners Program they see as more difficult to maintain.

When considering all of the elements that keep the Healthy Corners Program running smoothly,

including office staff time, product delivery, community engagement via Store Champions, and the

relationships with store owners, each and every store represents a sizable investment on behalf of

DCCK. Ultimately, ensuring all stores are able to see the highest rate of fruit and vegetable

purchases will achieve the triple aim of strong store owner engagement, Healthy Corners Program

success, and improved diets among residents.


VI. RECOMMENDATIONS

• Continue all efforts to market the program to community members including effectively

using store champions, fliers, store events, and other innovative ways such as apps.

• Consider strategies for reaching female heads of households.

• Consider strategies for improving the performance of low-performing stores.

• Be selective in adding stores to the GusNIP program based on characteristics of successful

FINI stores.

• Consider strategies for enforcing stores to set a maximum threshold for price mark-up by

store owners to ensure produce continues to be affordable for residents.

VIII. LIMITATIONS

• Qualitative data collection was conducted in Wards 7 and 8 and thus data collected should

not be extrapolated to other populations.

• Customer intercept and in-depth surveys are based on self-report and are therefore subject

to recall bias and/or the Hawthorne effect where participants modify their responses/

behavior as a result of being observed

• Intercept surveys collected by Store Champions may also be subject to the Hawthorne effect

• The number of corner store customers who participated in the intercept and in-depth

surveys may not be a representative sample of the population who use SNAP or the “5-for-5”

program coupon.


APPENDICES

APPENDIX A: INTERCEPT SURVEYS

TABLE A.1 Intercept survey question and response pool Survey Question n Answer Frequency %

1. How often do you visit (insert store name) 68 Daily 28 41% 2-5 times a week 17 25%

Once a week 9 13% 2-3 times a month 5 7%

Once a month or less 7 10%

2. What did you purchase during your last visit? (choose one)

68 Small items- soda, gum, cigs

15 22%

Grocery items- produce, shelf stable

17 25%

A combination of small and grocery

items

27 40%

I don’t remember 1 1%

No response 2 3%

3. Did you know that (inset store name) sells fresh fruits and vegetables?

68 Yes 63 93%

No 5 7%

4. Where do you buy your fruits and vegetables? (Select all that apply)

If corner store/another corner store alone OR in addition to other options selected, Q5, 6,

and 7 asked.

If corner store/another store not selected, Q5, 6a, and 7a asked.

68 This corner store or another corner store

37 56%

Grocery store 45 66%

Farmer’s Market 9 13%

Other 2 3%

5. How would you describe the quality of fresh fruits and vegetables that you are able

to purchase at (inset store name)

37 Poor 0 0%

Fair 14 38%

Good 18 49%

Great 5 13%

6. How would you describe the price of fresh fruits and vegetables that you pay at (insert

store name)

37 Poor 3 8%

Fair 19 51%

Good 11 30%

Great 4 11%

7. How would you describe the variety of fruits and vegetables available at (insert store

name)

37 Poor

1 3%

Fair 11 30%

Good

19 51%

Great

6 16%

31 Ripeness 22 71%

Display or layout 11 35%


5a. What do you look for in quality fruits and vegetables? (Check all that apply)

Cleanliness of the produce

20 65%

Other: feel, touch, smell, price,

freshness, looks good

5 16%

6a. What role does price play in purchasing fruits and vegetables?

31 Prices determines what I purchase

3 10%

I purchase despite the price

11 35%

Depends on the item 17 55%

7a. How important is variety of fruits and vegetables to you when making a purchase?

31 Not important 1 3%

Somewhat important

4 13%

Very important 26 84%

8. Have you heard of the 5-for-5 coupon program? If no, skip to question 10.

68 Yes 48 71%

No 20 29%

8a. How did you learn about the 5-for-5 coupon program?

48 Store champion 15 31%

Store/Flyer 21 44%

Other: sister, Farmer’s Market, the

VA

4 8%

No response 8 17%

9. Have you used the 5-for-5 coupon program to buy fruits and vegetables?

48

Yes 42 88%

No 6 13%

9a. How many times?

42

1-5 times 20 48%

6-10 times 11 26%

>10 times 11 26%

10. Are you a resident of Washington, D.C?

68 Yes 63 93%

No 5 7%

10a. Ward or State 68 5 1 2%

6 1 2%

7 26 41%

8 33 52%

MD 4 80%

VA 1 20%

11. Do you use any of these programs? (Check all that apply)

68 SNAP 42 62%

WIC 7 10%

TANF 2 3%

Other 0 0%

I don’t use any of these programs

25 37%


12.What is your age in years? 68 18-25 6 9%

26-35 15 22%

36-45 13 19%

46-55 10 15%

55+ 20 29%

I do not wish to disclose

4 6%

13. How would you describe yourself? (ethnicity)

68 Black, African American

62 91%

White, Caucasian 0 0%

Hispanic, Lantin-x 0 0%

Asian, Asian-American

0 0%

Other, mixed race 5 7%


1 1%

14. With what gender do you identify with? 68 Female 27 40%

Male 28 41%

Transfemale 0 0%

Transmale 0 0%

Non-binary 0 0%


12 18%

No response 1 1%

15. How many people are in your household including yourself?

68 1 11 16%

2 20 29%

3 11 16%

4 15 22%

5 6 9%

6 4 6%

7 1 1%


APPENDIX B: IN-DEPTH SURVEYS

TABLE B.1 In-depth survey question and response pool Survey Question n Answer Frequency %

1. How often do you visit (insert store name)

33 Daily 16 49%

2-5 times a week 12 36%

Once a week 1 3%

2-3 times a month 3 9%

Once a month or less 1 3%

2. What did you purchase during your last visit? (choose one)

33 Small items 13 39%

Grocery items 5 15%

A combination of small and grocery

items

15 46%

I don’t remember 0 0%

3. Did you know that (inset store name) sells fresh fruits and vegetables?

33 Yes 30 91%

No 3 9%

4. Have you heard of the 5-for-5 coupon program?

33 Yes 17 52%

No 16 48%

5. Have you used the 5-for-5 coupon program to buy fruits and vegetables?

17 Yes 10 40%

No 7 60%

5a. How many times? 10 1-5 times 4 40%

6-10 times 0 0%

>10 times 6 60%

6. How has the 5-for-5 coupon program affected your overall fruit and vegetable

purchasing? 1-5

10 I purchase the same amount of fruits and

vegetables

2 20%

I purchase more fruits and vegetables

4 40%

I purchase a lot more fruits and vegetables

4 40%

7. How would you say the 5-for-5 coupon program affected your fruit and

vegetable consumption?

10 I eat the same amount of fruits and

vegetables

0 0%

I eat more fruits and vegetables

5 50%

I eat a lot more fruits and vegetables

5 50%

8. How would you say the 5-for-5 coupon program affect your family’s

consumption of fruits and vegetables?

10 The eat the same amount of fruits and

vegetables

2 20%

They eat more fruits and vegetables

4 40%

They eat a lot more fruits and vegetables

4 40%

33 Not Important 2 6%


9. How important is eating fruits and vegetables for you?

Important 4 12%

Very Important 27 82%

10. How do you prefer to get your fruits and vegetables?

33 Canned 0 0%

Frozen 2 6%

Fresh 31 94%

11. In the last 30 days, the food that (I/we) bought just didn’t last, and (I/we) didn’t have money to get more.

32 Often true 8 25%

Sometimes true 8 25%

Never true 15 47%

Don’t know/refused 1 3%

12. In the last 30 days, (I/we) couldn’t afford to eat balanced meals.

32 Often true 6 19%

Sometimes true 10 31%

Don’t know/refused 0 0%

Never true 16 50%

13. In the last 30 days, since July, did (you/other adults in your household) ever cut the size of your meals or skip meals because there wasn’t enough money for food?

33 No 20 60%

Yes 12 36%

Don’t know 1 3%

13a. In the last 30 days, how many days did this happen?

12 2 days 3 25%

4 days 4 30%

7 days 1 8%

8 days 2 17%

10 days 1 8%

15 days 1 8%

14. In the last 30 days, did you ever eat less than you felt you should because there wasn’t enough money for food?

32 No 19 59%

Yes 13 41%

Don’t know 0 0%

15. In the last 30 days, were you ever hungry but didn’t eat because there

wasn’t enough money for food?

32 No 19 59%

Yes 12 38%

Don’t know 1 3%

16. Is there anything else you would like us to know?

14 Better selection 6 43%

Prices are high 5 36%

Satisfied 3 21%

17. Are you a resident of Washington D.C? 32 Yes 30 94%

No 2 6%

17a. Ward or State 32 6 1 3%

7 13 41%

8 16 50%

MD 2 6%

18. Do you use any of these programs? (Check all that apply)

30 SNAP 16 53%

TANF 3 10%

WIC 2 7%


I don’t use any of these programs

14 47%

Other 1 33%

19. What is your age in years? 32 18-25 1 3%

26-35 6 19%

36-45 8 25%

46-55 5 16%

55+ 12 38%

20. How would you describe yourself? (Circle all that apply)

32 Black/African American

31 97%

Hispanic/Latino 0 0%

White /Caucasian 0 0%

Asian /Asian American 0 0%

Other/mixed race 0 0%

I don’t wish to disclose

1 3%

21. With what gender do you identify with?

32 Male 17 53%

Female 15 47%

Trans-female 0 0%

Trans-male 0 0%

Non-binary 0 0%

Other 0 0%


0 0%

22. How many people are in your household including yourself?

32 1-3 17 53%

4-6 12 38%

7-9 3 9%

Explain all “Other” answers Q18: Bread For City, Flyer

Q4: Another Customer; Store is

not making prices and charging different

prices. Ex: 1 red apple + green apple does

not equal $5


APPENDIX C. HEALTHY CORNERS STORES AND HCS SCORES

Table C.1 2020 HCS Score Report

Sales and Waste Store Environment

Store Owner Assessment Marketing and Compliance

Store Units Variety Waste MBAT* Quality Purchase Business Customers Int Assmt Compliant Display TOTAL

A & S Grocery 2 2 0.25 2 2 1 0.5 0.5 0.5 2 0.5 13.25

Ambo Market 2 2 0 1.5 2 1 0.5 0 0.5 2 1 12.5

Anacostia Market 2 2 0 1.5 1.5 0 0.5 0 0 0.5 0.5 8.5

Bodega Market (Florida Avenue) 2 2 1 1.5 2 0 1 0 0.75 2 0.5 12.75

BP Blair Gas Station 2 2 1 1 1.5 0 0.5 0 0.25 2 0.5 10.75

Brookland Supermarket and Deli 2 2 0 1.5 2 1 1 0.5 0.75 0.5 1 12.25

Capitol Market 2 2 0.25 2 1.5 0 1 0.5 0.75 2 1 13

Circle 7 (Circle Seven) 2 2 1 2 2 1 0.5 0 1 2 1 14.5

Dollar Plus Food Store (Bladensburg Road) 2 2 0 1.5 1.5 0 0.5 0 0.5 1 0.5 9.5

Dollar Plus Food Store (Pennsylvania Avenue) 2 2 1 2 2 1 0.5 0.5 0.5 2 1 14.5

*2019 Score used


Dollar Plus Food Super Market (Howard Road) 2 2 0 2 2 0 0.5 0.5 1 2 0.5 12.5

Economy Market 2 2 1 2 2 1 0.5 0.5 1 2 1 15

Elmira Grocery 2 2 0 2 2 1 0.5 1 0.5 2 1 14

Exxon Gas Station 2 2 0.25 1.5 1.5 1 1 0.5 0.25 1 0.5 11.5

FlexCare Pharmacy 2 2 0.25 1.5 2 0 1 1 0.75 2 1 13.5

G & G Grocery 2 2 1 1.5 1.5 0 0.5 0 0.5 0.5 0.5 10

Grubb's Southeast Pharmacy 2 2 0.5 1.5 2 0 1 0.5 0.75 0.5 1 11.75

Helen Mart 2 2 0 1.5 2 0 0.5 0.5 0.75 0.5 1 10.75

Holiday Market 2 2 1 2 2 0 1 0 1 2 1 14

Ken Mart Inc 2 2 0 1.5 2 0 1 1 1 2 1 13.5

Kwik Stop 2 2 1 2 2 0 1 1 0.75 0.5 1 13.25

Liff's Market 2 2 0 1.5 2 0 1 0.5 0.75 0.5 0.5 10.75

Market 77 2 2 1 2 2 0 1 0 0.75 0.5 1 12.25

McKinley Market 2 2 0 1.5 1.5 1 1 0.5 0.5 0.5 0.5 11

Mellon Market 2 2 1 2 2 0 1 1 0.75 2 1 14.75

Minnesota Food Mart 2 2 0.25 2 1.5 0 0.5 0.5 0.5 0.5 0.5 10.25

Missouri Avenue Market 2 2 1 1.5 2 0 1 0.5 0.75 1 0.5 12.25


Neighborhood Market 2 2 0.5 1.5 1.5 0 0.5 0 0.25 0.5 0.5 9.25

Newton Market 2 2 0 2 2 1 1 0.5 1 2 1 14.5

Night N Day 24 Hour Store 2 2 1 1.5 2 0 1 0.5 0.5 2 1 13.5

Northeast Supermarket 2 1.5 0.5 2 2 1 0.5 0 0.5 2 1 13

Secrets of Nature 2 2 0 1 1.5 0 0.5 0.5 0.5 2 0.5 10.5

Shipley Super Market 2 2 1 2 2 0 1 1 1 2 1 15

Smiley Mart 2 2 0.25 2 2 0 0.5 0 0.25 2 1 12

Sonya's Market 2 2 1 2 1.5 1 1 0 0.75 2 0.5 13.75

Starlight Food 2 2 1 1.5 1.5 0 1 0.5 0.75 2 0.5 12.75

Sunbeam Market 2 2 1 1.5 1.5 0 0.5 0.5 0.25 1 1 11.25

T & G Grocery 2 2 1 2 1.5 0 0.5 0.5 0.5 2 0.5 12.5

Texas Avenue Convenience Store 2 2 0 2 2 0 1 1 0.75 2 1 13.75

The Cupboard 2 2 1 2 2 1 1 1 0.75 2 1 15.75

Thomas & Sons Food Market 2 2 0.5 2 2 0 1 0.5 0.75 2 1 13.75

Toni's Market 2 2 0 1.5 1.5 0 1 0.5 0.5 0.5 0.5 10

Uptown Market 2 2 0 2 2 0 0.5 0 0.5 2 1 12

Wheeler Market 2 2 1 2 2 0 1 0.5 0.75 2 1 14.25

balancing store performance & customer needs to …

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