- 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 Issue 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5th graders overweight/at risk* Oakhill Jackson 31% Taylor 36% Time Check 42% Cedar Hills 38% Wellington Heights 33% * Unpublished data. See handout.

4. Competition with other foods

5. Cost

6. Time

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

9. Organizations 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 & empowering

10. 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 for local farmers Food justice

11. 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 distributor in winter $30 membership fee $125,000 in salaries

12. Mobile Market Proposal Contract w/ 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

13. Mobile Market Proposal

14. Mobile Market The Truck Shelving, 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

15. Eat Linn County Mobile Market 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.

16. Mobile Market Possible Designs http://www.cdcg.org/veggiemobile/http://laist.com/2009/09/09/redesigning_the_farmers_market.php

17. Timeline 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

18. Year 1 Budget $200,000 through earmark in Farm Bill Half goes to NewBo City Market renovation After year 1, relies mostly on grant funding See handout

20. Builds community

21. Self-promoting

22. Does not rely on inside space

23. Customers pick items, quantity, & frequency

25. Opportunities Simplified marketing Existing resources Large coalition base Build community Mobilize customers to “give back” Boys and Girls Club youth design logo

26. Threats Competition with unhealthy foods Amount of produce vulnerable to weather Perception that locally grown and healthy foods are for wealthy people Long-term commitment of sites

27. Roles & Responsibilities Matthew 25 Ministry Hub Hire administrator, assistant manager & driver (AmeriCorps) Recruit neighborhood sites Administrative tasks & marketing Annual survey Operate delivery truck Grant writing (lead) www.hub25.org

28. Roles & Responsibilities Iowa Valley R & CD Recruit & manage contracts with farmers Grant writing Healthy Linn Care Network Grant writing Monitor health effects, fruit & vegetable consumption Program expansion http://www.ivrcd.org/ & http://www.healthylinn.org

29. Market Analysis More diverse5 80% Caucasian, 20% African American Younger population5 Median Age 33 (CR 35) More densely populated5 3950/sq. mi (CR 1913/sq. mi.)

30. Market Analysis Poorer5 17% live below poverty (CR 11%) More single-mother headed households5 12.5% (CR 7%) Most common occupations5 Sales/office, service, construction

31. Marketing Plan Low-income families in neighborhoods Existing networks Postcards in businesses (social services, medical, etc.) Table tents in workplace break rooms Media Word-of-mouth Auditory, visual, olfactory

32. Walkability Assessments 5 neighborhoods Assessed availability and quality of sidewalks, appearance, safety, etc. Most had sidewalks on major streets Not side streets Time Check / Northwest Area Resistance to sidewalks

33. Measuring Success 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

34. Public Health Domains & Competencies

35. Identify the social & community factors in the cause & solution… Identify stakeholders… Describe steps for planning… Describe the merits of the intervention… Social & Behavioral Sciences

36. Interdisciplinary Competencies Leadership Articulate an achievable mission, core values, and vision Use collaborative methods… Apply social justice & human rights principles

37. Interdisciplinary Competencies Diversity & Culture Apply principles of community-based participatory research Survey & focus group data Resident involvement Member investment & empowerment

38. Interdisciplinary Competencies Program Planning Describe tasks that ensure implementation goes as intended Prepare a program budget… Collaborate w/ others to prioritize resources…

40. References 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

41. THANK YOU... Anne Crotty