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overweight/at risk* Oakhill Jackson 31% Taylor 36% Time Check 42% Cedar Hills 38% Wellington Heights 33% The Issue * Unpublished data.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