crilhein francisco - fresh bodegas
DESCRIPTION
Crilhien Francisco from Fresh Bodegas talked about the initiative to bring fresh fruits and vegetables to New York City food deserts.TRANSCRIPT
FRESH BODEGAS:A Look Into A Nonprofit-Business Partnership
Presented by:Crilhien Francisco, MPANYC Strategic Alliance for Health
Outline
I. Overview
II. Program Logistics
III. Evaluation
IV. Challenges
V. Lessons Learned
VI. Next Steps
Healthy Food AccessHealthy eating habits and increased physical activity are considered the most important methods to fight the obesity epidemic.
Research suggests that access to food—including the availability, quality, and price of healthy foods, and the presence of supermarkets and advertising—affect the food choices of residents, many of whom shop close to home.
Key Findings:
Bodegas/Corner Stores are more common and accessible
Bodegas/Corner Stores are less likely to carry healthy foods
Healthy food options are difficult to find
The Fresh Bodegas Initiative came out of the Department of Health’s Healthy Bodegas Initiative. Since January 2005, the Healthy Bodegas Initiative has worked with more than 1,000 bodegas throughout NYC.
Lack of access to healthy food
options
Increased access to
healthy foodFresh Bodegas Program
No infrastructure to sell fresh produce
Environmental change in food retail store
From Healthy to Fresh…
Fresh Bodegas Units
The Fresh Bodegas Programs aims to test an innovative system for the distribution and sale of local produce in bodegas.
This model will give store owners the infrastructure to sell and maintain fresh produce the same way that they sell their other products.
Who’s Involved?
Program Logistics
• Outreach
• Evaluation
• Assessment
• Sourcing
• Deliveries
• Marketing
Bodegas Information
Location: 5 in Bedford Stuyvesant, Brooklyn 8 in Harlem, NY
Number of Bodegas located within 5 blocks or 1 Ave of a:School: 13Housing Project: 2Subway Entrance 12
All are on streets with a lot of foot traffic, and 12 out of 13 are on a street with a lot of commerce
7 display the FB Refrigerator in the front of the store, 2 in the middle, and 2 in the back
Evaluation
Surveys Pre- and post- street intercept surveys with bodega customers (English and Spanish)
Focus Groups Two-hour focus groups with community residents (English and Spanish)
Bodega Assessment – Urbane Development Physical Plant and Inventory Audit
Operations and Financial Audit
Customer Spotting and Foot Traffic
Consumer Surveys Table 1: Participant Characteristics
All Brooklyn Only
Characteristic
Baseline%
(n=502)
Baseline%
(n=168)
Endline%
(n=105)
GenderMale 58% 54% 64%Female 42% 46% 36%
Age Range 18-86 18-77 18-86Average Age 46 44 40
Distance: Residence to Bodega (blocks)
Within 1 51% 61% 64%2-4 32% 26% 28%5-10 14% 13% 4%10-20 3% 1% 5%More than 20 15% 11% 13%
Use of Public Benefits to Purchase Food
EBT 52% 64% 50%FMNP 7% 7% 3%WIC 5% 6% 4%Health Bucks 2% 2% 2%
607 individuals surveyed across 13 bodegas
502 Baseline and 105 Endline (counting)
• Majority of participants were male (58%),
• Average age was 46 years, with ages ranging from 18-86 years.
• Most (51%) lived within one block of the bodega surveyed
• Most (52%) use EBT to purchase food
Selected Survey FindingsFruits and Vegetables not high on
list of items purchased by individuals
• Majority (30%) purchased some type of SSB
• Seventeen (17%) purchased some type of unhealthy snack
• Five (5%) purchased some type of fruit
• One (1%) percent purchased on or more vegetables
Table 2: Percent of Individuals Who Purchased Products at Bodega When Surveyed
Brooklyn
ProductBaseline %
(n=168)Endline %
(n=105)
Any sugar sweetened beverage 30% 31%
Regular Soda 14% 10%
Sugar Added Fruit Juice 8% 15%
Diet Soda 2% 4%
Unhealthy Snacks 17% 24%
Chips, popcorn, pretzels, nuts 8% 12%
Cookies, cakes, candy, ice cream 10% 11%
Coffee/ Tea 12% 16%
Fruit 5% 2%
Water 4% 3%
Vegetables 1% 1%
Whole Milk 5% 1%
Low Fat Milk 1% 0%
Red Jacket 100% Fruit Juice n/a 2%
Survey Findings
Table 3: Places Where Fruits and Vegetables are Purchased
Brooklyn
PlaceBaseline %
n=168Endline %
n=105
Supermarket in neighborhood 80% 82%
Bodega Surveyed 23% 33%
Supermarket in other neighborhoods 11% 10%
Street Vendor 6% 1%
Farmers Market 11% 9%
Other Bodegas in neighborhood 4% 1%
Bodegas in other neighborhoods 2% 2%
Bodegas were the second most common place for produce
purchase
• Majority (80%) purchased produce from supermarkets in their neighborhood
• Twenty-three (23%) purchased from bodega survey
• Only 10% reported increase of vegetable purchase in Brooklyn
Focus Groups
Borough Language Participants
Brooklyn2 English Speaking (n=21)
1 Spanish Speaking (n=6)
Harlem1 English Speaking (n=8)
1 Spanish Speaking (n=9)
Total # Participants: 44 Female 30Male 13Transgender 1
Preliminary Focus Group FindingsMost reported that they shopped in
various places for fruits and vegetables
Few reported buying fruits and vegetables at Bodegas.
Most prefer produce in boxes displayed outside the store.
Many reported that they left the neighborhood to shop.
Price and quality are major concerns when buying produce. Would pay more for better quality (within reason)
Feedback on Fresh Bodega RefrigeratorsMost of the participants were unfamiliar with the Fresh Bodega (FB) Initiative and had not seen the
refrigerators at the time of the focus group
• Questioned the freshness of refrigerated produce
• Questioned storing juice and produce in the same refrigerator
• Stated preferences for produce being outside of refrigerators• Including on display in front of store or at a farmer’s market
Bodega Assessments – Preliminary#1 concern for owners is crime, other issues include city regulations,
gentrification
Average rent is $4577, $70.39/SF (Annual) (only for 3 of the 4 stores)
Top Selling Items:1. Beverages,2. Deli Sandwiches, 3. Snack foods
EBT Sales varied wildly, from 6% of sales to 40% of sales
About $3.50 in sales per transaction
Customers visit 1-2x/day
ChallengesUncharted Territories
1. Store Closings
2. Specifications
Communication 3. Too Many Players Involved
4. Follow-up
Viability5. Delivery
6. Consignment to Direct Orders
Consumer Demand7. Marketing
8. Perceptions
Lessons Learned
Communication is Essential!1. Weekly Check-Ins2. Monthly Reporting
Managing Expectations3. Intrinsic vs. Reality
Demand is Everything!4. Food deserts
Next Steps
May 2012 June 2012 Summer 2012
Transition to
Direct Order
Collect Endline
Data
Conduct Final Focus
Groups
Release Findings
Analyze Data