City Harvest s Healthy Retail Program. A Targeted Approach to Improving the Retail Environment

Transcription

1 City Harvest s Healthy Retail Program A Targeted Approach to Improving the Retail Environment

2 Improving the Retail Environment We partner with local businesses to increase access to healthy, affordable food in supermarkets and corner stores Associated Supermarket Before After

3 Healthy Retail Partners Washington Heights/ Inwood South Bronx Northwest Queens Bed Stuy North Shore of Staten Island

4 Healthy Supermarket Program Work with stores to increase sales of quality, affordable produce Supermarkets receive 8-12 all day one-on-one sessions Core lessons cover everything from ordering and receiving, refrigeration and storage, display and merchandising to developing a fresh cut fruit and vegetable business within the produce department Stores receive 4 seasonal marketing campaign materials, baskets, merchandisers and price signs When feasible, stores also receive cooking demos and shopping tours

5 Marketing Materials Base Kit (No Messaging) 3.5 x5 (2) Packs of 100 (Front & Back) (1) 6 x 6 Logo Cling 5 x7 (2) Packs of 100 (Front & Back) (1) Black Toolkit, (1) Sharpie, (1) Alcohol Wipes 3.5 x5 (1) Pack of 100 (Front & Back) 1.2 x 48 Channel Glides (Quantity is Store Dependant) Quarterly Kit (With Messaging) 2 x2 (6) Rolls of 250 Stickers 3.5 x5 & 5 x7 (1) Pack of 50 (Front & Back) 6 x8 (2) Packs of (1) Set of 12 (Front & Back) Tear-off Recipes in English and Spanish

6 Healthy Corner Store Program Work with stores to increase sales of quality, affordable produce Primary interventions: i) New or expanded fresh produce section in store, including signage ii) Expanded deli offerings/pre-cut fruits/smoothie operations iii) Outdoor produce displays Intensive coaching on merchandising, produce ordering and storage, signage, etc. Provide baskets, merchandisers, price signs and in some cases refrigerators for produce Before After

7 Healthy Supermarket Program: Evaluation Methodology FY 13 and FY 14 first two years of the program Store surveys conducted in 29 supermarkets at baseline. Included: Interviews with produce manager Assessment of the store produce quality and variety, produce pricing, lighting, cleanliness, refrigeration equipment Similar survey conducted in 24 stores after intensive intervention Follow-up surveys conducted on average every three months after Survey of shoppers collected from 10 supermarkets before and after the intervention (1,045 baseline, 534 post) Store owners, managers and produce managers interviewed at 18 stores after 6 months or 12 months

8 Healthy Supermarket Program: Key Findings Store staff reported their produce departments were cleaner and better organized. they knew how to better keep produce fresh and manage a produce department. produce managers began inspecting produce for quality at the time of delivery and some began requesting tier 1 higher quality produce. produce managers experienced greater pride in their work. Half of produce managers interviewed stated they added or expanded pre-cut offerings It no longer is that [the produce manager] puts the merchandise on the shelf and forgets about it. He comes back to it, he checks if there are any bad items in there. If there is a bad item, he takes it out and throws it in the garbage.

9 Healthy Supermarket Program: Key Findings Shoppers noticed and liked the changes in the stores. reported their intention to purchase more produce after the makeover compared to the baseline period. perceived significantly greater variety of fruit and vegetables after the supermarkets makeover than they were at baseline. Overall the perceived cleanliness of the produce department was significantly higher at the time of posttest than at the baseline assessment.

10 Healthy Supermarket Program: Key Findings In the 7 stores with poor produce quality at baseline, all made improvements 65% of stores expanded their produce departments by sq ft One store expanded their produce department and moved it from the back to the front of the store A few stores made other changes renovations, added new produce islands, replaced lighting and floors, added misters to their coolers for greens, added new staff to their produce departments 27% of stores ordered produce more frequently after the intervention All produce managers interviewed were satisfied or extremely satisfied with the support provided through the program Store operators suggestions for program improvement included: Additional training More frequent visits from CH staff More or different equipment (baskets, signs, displays)

11 Healthy Supermarket Program: Key Findings Store staff believed that produce sales increased as a result of the program On average, 20 stores with consistent sales data increased their monthly produce sales from $41,614 to $49,171 after approximately one year in the program On average, produce as a percentage of total sales increased from 10.5% to 13.8%

12 Learnings/Recommendations from Evaluation It takes time to get sales data, stores won t provide it until you build trust Don t collect sales data too frequently Need more consistent data collection re program implementation Don t keep changing the tool! Before After

13 Current Evaluation Plan Made significant changes to all of the tools Data Tool Healthy Supermarket Healthy Corner Customer survey Baseline, and post (within a month after the intervention), and final (12 months from baseline), 30 for each Baseline, and post (within a month after the intervention), and final (12 months from baseline), 10 each Store staff survey Post (within a month after intervention) and 2 follow-ups (12 months from baseline, and 36 months from baseline) Post (within a month after intervention) and 2 follow-ups (12 months from baseline, and 36 months from baseline) Store assessment tool Baseline, quarterly in the first year, and then every 6 months in Years 2 & 3 Baseline, quarterly in the first year, and then every 6 months in Years 2 & 3 Site visit tool Used each visit Used each visit

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