- 60% of adults in Linn County are overweight or obese and many children are overweight as well, partly due to lack of access to affordable fresh fruits and vegetables in some neighborhoods. - The proposed Eat Linn County Mobile Market aims to address this issue by contracting with local farmers to supply fresh produce to neighborhoods using a converted truck. - The mobile market would make stops in specific locations, accept EBT/cash, provide samples and education, and require a $30 annual membership fee per family. Success would be measured by increased produce sales and improved health outcomes.

1. Eat Linn County Mobile MarketAnne Crotty, MPH 2010 (expected)University of Iowa7/30/2010

2. The Issue60% of Linn Co. adults overweight or obese238 % of CR 5th graders overweight/at risk*Oakhill Jackson 31%Taylor 36%Time Check 42%Cedar Hills 38%Wellington Heights 33%* Unpublished data. See handout.

3. The IssueWhy?Fruits & vegetables not readily available in neighborhoods

4. Competition with other foods

5. Cost

6. Time

7. Taste preferences/ unfamiliaritySocial Cognitive Theory6Reciprocal DeterminismExpectationsBehavioral CapabilitySelf EfficacyObservational LearningReinforcements

8. Availability of Fresh Produce in 5 NeighborhoodsRed= convenience store Purple = fast food Green = supermarket Yellow = NewBo City Market

9. OrganizationsHealthy Linn Care Network1Community health needs Linn Co. Public HealthIowa Valley Resource Conservation & Development3Protects and develops resources in 5 counties to…Matthew 25 Ministry Hub4Addresses community needs through unifying & empowering

10. Vision, Mission & ValuesVisionAll Cedar Rapids residents will have access to high-quality and affordable produce…MissionEliminate health & food security barriers delivering & affordable produce…ValuesSustainabilitySupport for local farmersFood justice

11. Original ProposalCSA= Community Supported Agriculture5Contract w/ farmers for 250 shares ($5000 each)Farmers deliver to NewBo City MarketCSA boxes churches; residents  churchesWholesale distributor in winter$30 membership fee$125,000 in salaries

12. Mobile Market ProposalContract w/ 5 farmers for 50 CSA shares ($4000 each)Operates 3 seasonsServes 50 member families (year 1)Farmers deliver to Eat Linn County warehouseProduce truck runs route in neighborhoods, stopping at specific locations

13. Mobile Market Proposal

14. Mobile MarketThe TruckShelving, sound system, awning, ramp, solar panels, biodiesel, logoEducational displays, cooking demos & samplesPriced at 10% above wholesale cost, plus a $30 annual membership fee per family.Accept EBT or cash

15. Eat Linn County Mobile MarketRequires 2 volunteer hours per monthWarehouse @ NewBo City MarketMarketingOffice workNeighborhood site or other organizationCook for a sick friend; baby-sit, etc.

16. Mobile MarketPossible Designshttp://www.cdcg.org/veggiemobile/http://laist.com/2009/09/09/redesigning_the_farmers_market.php

17. TimelineRecruit farmers October 2010Money in hand January 2011Farmers commit 1 year January 2011Buy truck & convert January 2011Recruit Sale Locations March 2011Market to social service orgs. March 2011Membership drive May 2011

18. Year 1 Budget$200,000 through earmark in Farm BillHalf goes to NewBo City Market renovationAfter year 1, relies mostly on grant fundingSee handout

19. StrengthsEliminates transportation barrier

20. Builds community

21. Self-promoting

22. Does not rely on inside space

23. Customers pick items, quantity, & frequency

24. Provides educationWeaknessesNot financially self-sustainableNo dairy or meat productsOnly 3 seasonsSurvey, adjustments, grant applicationsConsider 4 seasons after 1st year

25. OpportunitiesSimplified marketingExisting resources Large coalition baseBuild communityMobilize customers to “give back”Boys and Girls Club youth design logo

26. ThreatsCompetition with unhealthy foodsAmount of produce vulnerable to weatherPerception that locally grown and healthy foods are for wealthy peopleLong-term commitment of sites

27. Roles & ResponsibilitiesMatthew 25 Ministry HubHire administrator, assistant manager & driver (AmeriCorps)Recruit neighborhood sitesAdministrative tasks & marketingAnnual surveyOperate delivery truckGrant writing (lead)www.hub25.org

28. Roles & ResponsibilitiesIowa Valley R & CDRecruit & manage contracts with farmersGrant writingHealthy Linn Care NetworkGrant writing Monitor health effects, fruit & vegetable consumptionProgram expansionhttp://www.ivrcd.org/ & http://www.healthylinn.org

29. Market AnalysisMore diverse580% Caucasian, 20% African AmericanYounger population5Median Age 33 (CR 35)More densely populated53950/sq. mi (CR 1913/sq. mi.)

30. Market AnalysisPoorer517% live below poverty (CR 11%)More single-mother headed households512.5% (CR 7%)Most common occupations5Sales/office, service, construction

31. Marketing PlanLow-income families in neighborhoodsExisting networksPostcards in businesses (social services, medical, etc.)Table tents in workplace break roomsMediaWord-of-mouthAuditory, visual, olfactory

32. Walkability Assessments5 neighborhoodsAssessed availability and quality of sidewalks, appearance, safety, etc.Most had sidewalks on major streetsNot side streetsTime Check / Northwest AreaResistance to sidewalks

33. Measuring SuccessNumber of member familiesPre-enrollment data via enrollment formPounds of produce sold weeklyPress eventsTestimonialsAnnual anonymous surveyHealth conditions, meals/week eaten at home, confidence, community engagement

34. Public Health Domains & Competencies