Corner Store Makeovers inEast Los Angeles: Changing the Food Environment                        Alex Ortega               ...
Background: Food SwampEast L.A. has been characterized as a“food swamp,” with poor access tocomprehensive grocery stores a...
Relative                      • Increases healthy produce in urban                                food deserts (Glanz & Ya...
Closing the Gap in “Market              Makeover” Literature                           Four Research Aims:                ...
Market Makeover
Project 3 – conceptual frameworkSocial ecological model:• Micro: individual, household• Meso: community, organization• Mac...
Corner Store        Conversions   Youth                SocialEngagement             Marketing
Patron Survey Corner Store ConversionsKey Informant  Interviews
Corner Store ConversionsCommunity Media Related to FoodSocial Marketing
Corner Store ConversionsCommunity SurveySocial Marketing
Focus GroupsYouth EngagementProposed Student     Survey
YASH- Before & During                  Transformation                                                             Students...
Celebrating the Grand Re-Opening of YASH, Oct. 29, 2011                 Community came out to                 celebrate an...
After the Makeover!YASH nowhas a bountifulselection ofhealthy fruitsandvegetablesand a lovelygarden outback
Social Marketing Campaign Multi-Pronged including:    a) Community events and presentations    b) Performances    c) Video...
Youth-Led Social Marketing Activities Reach Latino CommunityYouth in costumes                                          You...
Social marketing and nutrition education• Create buzz about the made  over store• Promote healthy food• Culturally appropr...
Social Marketing-Media Coverage• We’ve had extensive coverage in:   • Television (Univision, ABC7, Channel 22)   • Print (...
Community Support has been fabulous!We’ve had tremendous support of our CABmembers, community agencies, students andvolunt...
Community Survey• Design:• Comparison group study using 4 intervention stores and 4 control  stores,• Longitudinal• Timeli...
Community Survey• Domains:  • Food purchasing patterns (usual places, corner stores , general     corner stores, target co...
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Community Interviewer Training for the Corner Store Grocery Project

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This project provides technical assistance and training on survey methods, human subjects and research ethics, survey data collection and quality control to community members so they can conduct professional-level interviews of corner store patrons. The Corner Store Grocery Project seeks to improve the availability of healthy foods in East LA and Boyle Heights, Latino communities with large populations of new immigrants and a dearth of supermarkets.

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Community Interviewer Training for the Corner Store Grocery Project

  1. 1. Corner Store Makeovers inEast Los Angeles: Changing the Food Environment Alex Ortega Deborah Glik Mike Prelip Ron Brookmeyer Mike Blockstein Reanne Estrada Nathan Cheng Jeremiah Garza Brent Langellier Mienah Sharif Rosa Elena Garcia UCLA Center for Population Health & Health Disparities
  2. 2. Background: Food SwampEast L.A. has been characterized as a“food swamp,” with poor access tocomprehensive grocery stores andfoods recommended as a basis for ahealthful and balanced diet… Image by Public Matters Getty ImageCalifornia Center for Public Health Advocacy, 2007
  3. 3. Relative • Increases healthy produce in urban food deserts (Glanz & Yaroch, 2004; Raja, MaAdvantage of & Yadav, 2008)Corner Store • Builds upon existing community resources (Bolen & Hecht, 2003)Conversions • Sustainable profit when converted properly (Bolen & Hecht, 2003) Some Ingredients for Sustainable Conversion (Bolen & Hecht, 2003) •Location •Business entrepreneurship •Customer acceptance •Access to wholesalers Images by Public Matters
  4. 4. Closing the Gap in “Market Makeover” Literature Four Research Aims: 1. How do we select corner stores which are viable candidates for conversion ? 2. What are the best practices to market and promote corner stores in resource poor communities? 3. What factors are related to the maintenance and sustainability of corner store conversions? 4. What impact do corner store conversions have on the consumption and health behaviors of patrons andImages by Public Matters community residents?
  5. 5. Market Makeover
  6. 6. Project 3 – conceptual frameworkSocial ecological model:• Micro: individual, household• Meso: community, organization• Macro: society, public policyImplications:• Multilevel interventions• Multilevel research
  7. 7. Corner Store Conversions Youth SocialEngagement Marketing
  8. 8. Patron Survey Corner Store ConversionsKey Informant Interviews
  9. 9. Corner Store ConversionsCommunity Media Related to FoodSocial Marketing
  10. 10. Corner Store ConversionsCommunity SurveySocial Marketing
  11. 11. Focus GroupsYouth EngagementProposed Student Survey
  12. 12. YASH- Before & During Transformation Students rolling up their sleeves to create a healthier market!Transforming it into a healthier market serving the Latino community!
  13. 13. Celebrating the Grand Re-Opening of YASH, Oct. 29, 2011 Community came out to celebrate and enjoy the information booths, garden, and fun! Photos courtesy of CAB members
  14. 14. After the Makeover!YASH nowhas a bountifulselection ofhealthy fruitsandvegetablesand a lovelygarden outback
  15. 15. Social Marketing Campaign Multi-Pronged including: a) Community events and presentations b) Performances c) Video screenings d) Door-to-door canvassing and outreach efforts e) Cooking demonstrations f) Media coverageAll Social marketing activities have goal to increase awareness of healthy eating and promote the made-over stores!
  16. 16. Youth-Led Social Marketing Activities Reach Latino CommunityYouth in costumes Youth conductparticipate at community video screeningsevents at ELA Civic Center, create buzz for store Outreach materials promote Photos courtesy of CAB store/ members & Public Matters healthy eating
  17. 17. Social marketing and nutrition education• Create buzz about the made over store• Promote healthy food• Culturally appropriate• Overall goal is to make over the market for healthy food• Just offering healthy food is not enough—people have to buy the food
  18. 18. Social Marketing-Media Coverage• We’ve had extensive coverage in: • Television (Univision, ABC7, Channel 22) • Print (La Opinion, LA Times, EPG Publications, UCLA Bruin, among others) • Radio (NPR, BBC) • Live web-chats (Latino Net, UCLA SPH WebCast) • Conference presentations (SCPHA)
  19. 19. Community Support has been fabulous!We’ve had tremendous support of our CABmembers, community agencies, students andvolunteers who provided:• In-kind support for reproduction, media coverage, incentives, outreach efforts (value over $3000)• Office/meeting space for makeover & research activities• 960 volunteer hours!
  20. 20. Community Survey• Design:• Comparison group study using 4 intervention stores and 4 control stores,• Longitudinal• Timeline: • Conducted prior to the store conversions and 2 years later• Sample size: • 125 per cluster (1000 total at baseline; 1000 follow-up)• Communities: • 8 geographic areas (about 4 block radius around each index store) in East Los Angeles• Language: English & Spanish• Incentive: $25 cash
  21. 21. Community Survey• Domains: • Food purchasing patterns (usual places, corner stores , general corner stores, target corner store) • Food preparation and consumption patterns- specific focus on fruits and vegetables • Attitudes about corner stores • Depressive symptomatology • Food insecurity • Health status • Knowledge, awareness related to social marketing nutrition campaigns (Champions for Change, FoodPlate, etc) • Demographic variables (age, education, ethnicity/race, immigrant status, language, etc)
  22. 22. Questions?

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