Eat Linn County Mobile MarketAnne Crotty, MPH 2010 (expected)University of Iowa7/30/2010<br />
60% of Linn Co. adults overweight or obese2<br />38 % of CR 5th graders overweight/at risk*<br />Oakhill Jackson 31%<br />...
Why?<br />- Fruits & vegetables unavailable in    	  neighborhood<br />- Competition with other foods<br />- Cost<br />	- ...
Reciprocal Determinism<br />Expectations<br />Behavioral Capability<br />Self Efficacy<br />Observational Learning<br />Re...
Availability of Fresh Produce in 5 Neighborhoods<br />Red= convenience store				 Purple = fast food<br />Green = supermark...
Healthy Linn Care Network1<br />Community health needs Linn Co. Public Health<br />Iowa Valley Resource Conservation & Dev...
Vision, Mission & Values<br />Vision<br />All Cedar Rapids residents will have access to high-quality and affordable produ...
Original Proposal<br />CSA= Community Supported Agriculture5<br />Contract w/ farmers for 250 shares ($5000 each)<br />Far...
Contract with 5 farmers for 50 CSA shares ($4000 each)<br />Operates 3 seasons<br />Serves 50 member families (year 1)<br ...
Mobile Market Proposal<br />
The Truck<br />Shelves, sound system, awning, ramp, solar panels, biodiesel, logo<br />Educational displays, cooking demos...
Requires 2 volunteer hours per month<br />Warehouse @ NewBo City Market<br />Marketing<br />Office work<br />Neighborhood ...
Mobile Market<br />Possible Designs<br />http://www.cdcg.org/veggiemobile/http://laist.com/2009/09/09/redesigning_the_farm...
Recruit farmers		         October 2010<br />Money in hand		          January 2011<br />Farmers commit 1 year		   January 2...
Year 1Budget<br />$200,000 through earmark in Farm Bill<br />Half goes to NewBo City Market renovation<br />After year 1, ...
Eliminate transportation barrier<br />Builds community<br />Self-promoting<br />Does not rely on inside space<br />Custome...
Not financially self-sustainable<br />No dairy or meat products<br />Only 3 seasons<br />Survey, adjustments, grant applic...
Simplified marketing<br />Existing resources <br />Large coalition base<br />Build community<br />Mobilize customers to “g...
Competition with unhealthy foods<br />Amount of produce vulnerable to weather<br />Perception that locally grown and healt...
Matthew 25 Ministry Hub<br />Hire administrator, assistant manager & driver (AmeriCorps)<br />Recruit neighborhood sites<b...
Iowa Valley R & CD<br />Recruit & manage contracts with farmers<br />Grantwriting<br />Healthy Linn Care Network<br />Gran...
More diverse5<br />80% white, 20% black<br />Younger population5<br />Median Age 33 (CR 35)<br />More densely populated5<b...
Poorer5<br />17% live below poverty (CR 11%)<br />More single-mother headed households5<br />12.5% (CR 7%)<br />Most commo...
Marketing Plan<br />Low-income families in neighborhoods<br />Existing networks<br />Postcards in businesses (social servi...
5 neighborhoods<br />Assessed availability and quality of sidewalks, appearance, safety, etc.<br />Most neighborhoods had ...
Number of member families<br />Pre-enrollment data via enrollment form<br />Pounds of produce sold weekly<br />Press event...
Public Health Domains & Competencies<br />
Identify the social & community factors in the cause & solution…<br />Identify stakeholders…<br />Describe steps for plann...
Leadership<br />Articulate an achievable mission, core values, & vision<br />Use collaborative methods…<br />Apply social ...
Diversity & Culture<br />Apply principles of community-based participatory research<br />Survey & focus group data<br />Re...
Program Planning<br />Describe tasks that ensure implementation goes as intended<br />Prepare a program budget…<br />Colla...
<ul><li>Communication</li></ul>Show effective oral & written…<br />Business plan<br />Collaboration <br />Coalition meetin...
1. Healthy Linn Care Network. (n.d.). Healthy Linn Care Network. Retrieved July 	25, 2010 from http://www.healthylinn.org/...
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Practicum presentation

  1. 1. Eat Linn County Mobile MarketAnne Crotty, MPH 2010 (expected)University of Iowa7/30/2010<br />
  2. 2. 60% of Linn Co. adults overweight or obese2<br />38 % of CR 5th graders overweight/at risk*<br />Oakhill Jackson 31%<br />Taylor 36%<br />Time Check 42%<br />Cedar Hills 38%<br />Wellington Heights 33%<br />The Issue<br />* Unpublished data. See handout.<br />
  3. 3. Why?<br />- Fruits & vegetables unavailable in neighborhood<br />- Competition with other foods<br />- Cost<br /> - Time<br />- Taste preferences/ unfamiliarity<br />The Issue<br />
  4. 4. Reciprocal Determinism<br />Expectations<br />Behavioral Capability<br />Self Efficacy<br />Observational Learning<br />Reinforcements<br />Social Cognitive Theory6<br />
  5. 5. Availability of Fresh Produce in 5 Neighborhoods<br />Red= convenience store Purple = fast food<br />Green = supermarket Yellow = NewBo City Market<br />
  6. 6. Healthy Linn Care Network1<br />Community health needs Linn Co. Public Health<br />Iowa Valley Resource Conservation & Development3<br />Protects and develops resources in 5 counties to…<br />Matthew 25 Ministry Hub4<br />Addresses community needs through unifying and empowering people<br />Organizations<br />
  7. 7. Vision, Mission & Values<br />Vision<br />All Cedar Rapids residents will have access to high-quality and affordable produce…<br />Mission<br />Eliminate health & food security barriers delivering & affordable produce…<br />Values<br />Sustainability<br />Support local farmers<br />Food justice<br />
  8. 8. Original Proposal<br />CSA= Community Supported Agriculture5<br />Contract w/ farmers for 250 shares ($5000 each)<br />Farmers deliver to NewBo City Market<br />CSA boxes churches; residents  churches<br />Wholesale distributer in winter<br />$30 membership fee<br />$125,000 in salaries<br />
  9. 9. Contract with 5 farmers for 50 CSA shares ($4000 each)<br />Operates 3 seasons<br />Serves 50 member families (year 1)<br />Farmers deliver to Eat Linn County warehouse<br />Produce truck runs route in neighborhoods, stopping at specific locations<br />Mobile Market Proposal<br />
  10. 10. Mobile Market Proposal<br />
  11. 11. The Truck<br />Shelves, sound system, awning, ramp, solar panels, biodiesel, logo<br />Educational displays, cooking demos & samples<br />Priced at 10% above wholesale cost, plus a $30 annual membership fee per family.<br />Accept EBT or cash<br />Mobile Market<br />
  12. 12. Requires 2 volunteer hours per month<br />Warehouse @ NewBo City Market<br />Marketing<br />Office work<br />Neighborhood site or other organization<br />Cook for a sick friend; baby-sit, etc.<br />Eat Linn County Mobile Market<br />
  13. 13. Mobile Market<br />Possible Designs<br />http://www.cdcg.org/veggiemobile/http://laist.com/2009/09/09/redesigning_the_farmers_market.php<br />
  14. 14. Recruit farmers October 2010<br />Money in hand January 2011<br />Farmers commit 1 year January 2011<br />Buy truck & convert January 2011<br />Recruit Sale Locations March 2011<br />Market to social service orgs. March 2011<br />Membership drive May 2011<br />Timeline<br />
  15. 15. Year 1Budget<br />$200,000 through earmark in Farm Bill<br />Half goes to NewBo City Market renovation<br />After year 1, relies mostly on grant funding<br />See handout<br />
  16. 16. Eliminate transportation barrier<br />Builds community<br />Self-promoting<br />Does not rely on inside space<br />Customers pick items, quantity, & frequency<br />Provides education<br />Strengths<br />
  17. 17. Not financially self-sustainable<br />No dairy or meat products<br />Only 3 seasons<br />Survey, adjustments, grant applications<br />Consider 4 seasons after 1styear<br />Weaknesses<br />
  18. 18. Simplified marketing<br />Existing resources <br />Large coalition base<br />Build community<br />Mobilize customers to “give back”<br />Boys and Girls Club youth design logo<br />Opportunities<br />
  19. 19. Competition with unhealthy foods<br />Amount of produce vulnerable to weather<br />Perception that locally grown and healthy foods are for rich people<br />Long-term commitment of sites<br />Threats<br />
  20. 20. Matthew 25 Ministry Hub<br />Hire administrator, assistant manager & driver (AmeriCorps)<br />Recruit neighborhood sites<br />Administrative tasks & marketing<br />Annual survey<br />Operate delivery truck<br />Grantwriting (lead)<br />Roles & Responsiblities<br />www.hub25.org<br />
  21. 21. Iowa Valley R & CD<br />Recruit & manage contracts with farmers<br />Grantwriting<br />Healthy Linn Care Network<br />Grantwriting<br />Monitor health effects, fruit & vegetable consumption<br />Program expansion<br />Roles & Responsibilities<br />http://www.ivrcd.org/ & http://www.healthylinn.org<br />
  22. 22. More diverse5<br />80% white, 20% black<br />Younger population5<br />Median Age 33 (CR 35)<br />More densely populated5<br />3950/sq. mi (CR 1913/sq. mi.)<br />Market Analysis<br />
  23. 23. Poorer5<br />17% live below poverty (CR 11%)<br />More single-mother headed households5<br />12.5% (CR 7%)<br />Most common occupations5<br />Sales/office, service, construction<br />Market Analysis<br />
  24. 24. Marketing Plan<br />Low-income families in neighborhoods<br />Existing networks<br />Postcards in businesses (social service agencies, physicians, etc.)<br />Table tents in workplace break rooms<br />Media<br />Word-of-mouth<br />Auditory, visual, olfactory<br />
  25. 25. 5 neighborhoods<br />Assessed availability and quality of sidewalks, appearance, safety, etc.<br />Most neighborhoods had sidewalks on major streets<br />Not side streets<br />Time Check / Northwest Area<br />Resistance to sidewalks<br />Walkability Assessments<br />
  26. 26. Number of member families<br />Pre-enrollment data via enrollment form<br />Pounds of produce sold weekly<br />Press events<br />Testimonials<br />Annual anonymous survey<br />Health conditions, meals/week eaten at home, confidence, community engagement<br />Measuring Success<br />
  27. 27. Public Health Domains & Competencies<br />
  28. 28. Identify the social & community factors in the cause & solution…<br />Identify stakeholders…<br />Describe steps for planning…<br />Describe the merits of the intervention…<br />Social & Behavioral Sciences<br />
  29. 29. Leadership<br />Articulate an achievable mission, core values, & vision<br />Use collaborative methods…<br />Apply social justice & human rights principles<br />Interdisciplinary Competencies<br />
  30. 30. Diversity & Culture<br />Apply principles of community-based participatory research<br />Survey & focus group data<br />Resident involvement<br />Member investment & empowerment<br />Interdisciplinary Competencies<br />
  31. 31. Program Planning<br />Describe tasks that ensure implementation goes as intended<br />Prepare a program budget…<br />Collaborate w/ others to prioritize resources…<br />Interdisciplinary Competencies<br />
  32. 32. <ul><li>Communication</li></ul>Show effective oral & written…<br />Business plan<br />Collaboration <br />Coalition meeting<br />Interdisciplinary Competencies<br />
  33. 33. 1. Healthy Linn Care Network. (n.d.). Healthy Linn Care Network. Retrieved July 25, 2010 from http://www.healthylinn.org/<br />2. Iowans Fit for Life. (2007). Annual report from the 2007 Iowa Behavioral Risk Factor Surveillance System. Retrieved July 22, 2010 from http://www.idph.state.ia.us/brfss/common/pdf/2007BRFSSannual.pdf<br />3. Iowa Valley Resource Conservation & Development. (2010). Who we are. Retrieved July 25, 2010 from http://www.ivrcd.org/who_we_are.php<br />4. Matthew 25 Ministry Hub. (n.d.). Mission of the Matthew 25 Ministry Hub. Retrieved July 25, 2010 from http://www.hub25.org/about-matthew- 25/mission.html<br />5. Onboard Informatics. (2010). Cedar Rapids, Iowa. Retrieved July 26, 2010 from http://www.city-data.com/city/Cedar-Rapids-Iowa.html<br />6. National Cancer Institute. (2005). Theory at a Glance. Retrieved July 28, 2010 from http://www.cancer.gov/PDF/481f5d53-63df-41bc-bfaf- 5aa48ee1da4d/TAAG3.pdf<br />References<br />

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