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Crilhein Francisco - Fresh Bodegas
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Crilhien Francisco from Fresh Bodegas talked about the initiative to bring fresh fruits and vegetables to New York City food deserts.

Crilhien Francisco from Fresh Bodegas talked about the initiative to bring fresh fruits and vegetables to New York City food deserts.

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  • Greenmarket is a non-profit that operates fifty-four farmers’ markets throughout NYC.


  • 1. FRESH BODEGAS:A Look Into A Nonprofit-Business PartnershipPresented by:Crilhien Francisco, MPANYC Strategic Alliance for Health
  • 2. OutlineI. OverviewII. Program LogisticsIII. EvaluationIV. ChallengesV. Lessons LearnedVI. Next Steps
  • 3. Healthy Food AccessHealthy eating habits and increased physical activity are considered themost important methods to fight the obesity epidemic.Research suggests that access to food—including the availability, quality, andprice of healthy foods, and the presence of supermarkets and advertising—affect the food choices of residents, many of whom shop close to home.Key Findings:  Bodegas/Corner Stores are more common and accessible  Bodegas/Corner Stores are less likely to carry healthy foods  Healthy food options are difficult to find
  • 4. From Healthy to Fresh…The Fresh Bodegas Initiative came out of the Department of Health’s HealthyBodegas Initiative. Since January 2005, the Healthy Bodegas Initiative has workedwith more than 1,000 bodegas throughout NYC. IncreasedLack of access to access to healthy food Fresh healthy food options Bodegas Program No infrastructure to sell Environmental change fresh produce in food retail store
  • 5. Fresh Bodegas UnitsThe Fresh Bodegas Programs aims to test aninnovative system for the distribution and saleof local produce in bodegas.This model will give store owners theinfrastructure to sell and maintain freshproduce the same way that they sell their otherproducts.
  • 6. Who’s Involved?
  • 7. Program Logistics• Outreach • Sourcing• Evaluation • Deliveries• Assessment • Marketing
  • 8. Bodegas InformationLocation: 5 in Bedford Stuyvesant, Brooklyn 8 in Harlem, NYNumber of Bodegas located within 5 blocks or 1 Ave of a: School: 13 Housing Project: 2 Subway Entrance 12All are on streets with a lot of foot traffic, and 12 out of 13 are on a street with a lot ofcommerce7 display the FB Refrigerator in the front of the store, 2 in the middle, and 2 in the back
  • 9. EvaluationSurveys Pre- and post- street intercept surveys with bodega customers (English and Spanish)Focus Groups Two-hour focus groups with community residents (English and Spanish)Bodega Assessment – Urbane Development Physical Plant and Inventory Audit Operations and Financial Audit Customer Spotting and Foot Traffic
  • 10. Consumer SurveysTable 1: Participant Characteristics All Brooklyn Only 607 individuals surveyed across 13 Baseline Baseline Endline bodegas % % % 502 Baseline and 105 Endline (counting)Characteristic (n=502) (n=168) (n=105)Gender • Majority of participants were male (58%), Male 58% 54% 64% Female 42% 46% 36%Age Range 18-86 18-77 18-86 • Average age was 46 years, with ages Average Age 46 44 40 ranging from 18-86 years.Distance: Residence to Bodega(blocks) Within 1 51% 61% 64% • Most (51%) lived within one block of the 2-4 32% 26% 28% bodega surveyed 5-10 14% 13% 4% 10-20 3% 1% 5% More than 20 15% 11% 13% • Most (52%) use EBT to purchase foodUse of Public Benefits to PurchaseFood EBT 52% 64% 50% FMNP 7% 7% 3% WIC 5% 6% 4% Health Bucks 2% 2% 2%
  • 11. Selected Survey Findings Table 2: Percent of Individuals Who Purchased Products at Bodega When SurveyedFruits and Vegetables not high on Brooklyn list of items purchased by Baseline % Endline % individuals Product (n=168) (n=105) Any sugar sweetened beverage 30% 31%• Majority (30%) purchased some type of SSB Regular Soda 14% 10% Sugar Added Fruit Juice 8% 15%• Seventeen (17%) purchased some type of Diet Soda 2% 4% unhealthy snack Unhealthy Snacks 17% 24%• Five (5%) purchased some type of fruit Chips, popcorn, pretzels, nuts 8% 12% Cookies, cakes, candy, ice cream 10% 11%• One (1%) percent purchased on or more Coffee/ Tea 12% 16% vegetables Fruit 5% 2% Water 4% 3% Vegetables 1% 1% Whole Milk 5% 1% Low Fat Milk 1% 0% Red Jacket 100% Fruit Juice n/a 2%
  • 12. Survey FindingsTable 3: Places Where Fruits and Vegetables are Purchased Brooklyn Bodegas were the second most Baseline % Endline % common place for producePlace n=168 n=105 purchaseSupermarket in neighborhood 80% 82% • Majority (80%) purchased produce fromBodega Surveyed 23% 33% supermarkets in their neighborhoodSupermarket in other neighborhoods 11% 10% • Twenty-three (23%) purchased from bodegaStreet Vendor 6% 1% surveyFarmers Market 11% 9%Other Bodegas in neighborhood 4% 1% • Only 10% reported increase of vegetable purchase in BrooklynBodegas in other neighborhoods 2% 2%
  • 13. Focus GroupsTotal # Participants: 44 Female 30 Male 13 Transgender 1 Borough Language Participants 2 English Speaking (n=21) Brooklyn 1 Spanish Speaking (n=6) 1 English Speaking (n=8) Harlem 1 Spanish Speaking (n=9)
  • 14. Preliminary Focus Group Findings Most reported that they shopped in various places for fruits and vegetables Few reported buying fruits and vegetables at Bodegas. Most prefer produce in boxes displayed outside the store. Many reported that they left the neighborhood to shop. Price and quality are major concerns when buying produce.  Would pay more for better quality (within reason)
  • 15. Feedback on Fresh Bodega Refrigerators Most of the participants were unfamiliar with the Fresh Bodega (FB) Initiative and had not seen the refrigerators at the time of the focus group • Questioned the freshness of refrigerated produce • Questioned storing juice and produce in the same refrigerator • Stated preferences for produce being outside of refrigerators • Including on display in front of store or at a farmer’s market
  • 16. Bodega Assessments – Preliminary#1 concern for owners is crime, other issues include city regulations, gentrificationAverage rent is $4577, $70.39/SF (Annual) (only for 3 of the 4 stores)Top Selling Items: 1. Beverages, 2. Deli Sandwiches, 3. Snack foodsEBT Sales varied wildly, from 6% of sales to 40% of salesAbout $3.50 in sales per transactionCustomers visit 1-2x/day
  • 17. Challenges Uncharted Territories 1. Store Closings 2. Specifications Communication 1. Too Many Players Involved 2. Follow-up Viability 1. Delivery 2. Consignment to Direct Orders Consumer Demand 1. Marketing 2. Perceptions
  • 18. Lessons LearnedCommunication is Essential! 1. Weekly Check-Ins 2. Monthly ReportingManaging Expectations 1. Intrinsic vs. RealityDemand is Everything! 1. Food deserts
  • 19. Next Steps Transition Conduct Release to Final Focus Findings Direct Groups Order May 2012 June 2012 Summer 2012 Collect Analyze Endline Data Data