Lessons in Effective Partnerships: California State Nutrition Action Committee (SNAC) ASNNA Conference February 6, 2019

Celeste

California SNAC Ana Bolaños MSW Chief, Nutrition Education Session California Department of Social Services

California SNAP-Ed: At A Glance Vision Mission Values Goals

SNAP-Ed Financials TA FNS CDSS’ ROLE Oversees FNS deliverables including State Plan, Annual Report, Management Evaluations and EARS Supervises all SNAP-Ed financials, including grant distribution Provides technical assistance (TA) to SIAs and LIAs

CDSS Provides SNAP-Ed Leadership Statewide Evaluation SNAC Branding Innovation

Background: State Support at a Glance In California: $35,714,179,500 Total USDA Food Assistance Program dollars 9,009,602 Number of people that access food assistance and nutrition education programs 36,689 Number of sites where food assistance and nutrition education are delivered

State Nutrition Action Committee (SNAC)      

California SNAC Vision: Helping Californians reach their fullest potential across the lifespan through improved nutrition and quality of life. Purpose: The California State Nutrition Action Committee (SNAC) is a partnership of USDA-funded organizations and like-minded partners working collectively to improve the health of Californians, especially low-income populations. Goal: Implement collective approaches that positively impact our target audience based on pooled resources, knowledge and activities.

SNAC Farmers Market Initiative Amy DeLisio MPH, RD Director Center for Wellness and Nutrition Public Health Institute

Farmer’s Market Initiative Promote Farmers Markets as a great place to shop Support the Health of CalFresh Shoppers - Increase consumption of fruits and vegetables Support Local Farmers and Economy Increase Buying Power - Maximize CalFresh & Market Match - WIC and Senior FMNP - WIC Checks Social Connectivity

SNAC Farmers’ Market Pilot Formative Research Site Selection Criteria Over 50% of residents live at or below 185% of the federal poverty limit Density of services and programs from SNAC partners Accept EBT and participate in Market Match Accept WIC and Senior Farmers’ Market Nutrition Program Coupons Geo-Mapping

SNAC FARMERS MARKET COMMUNICATIONS & MARKETING PLAN Testing of message and approaches Phone outreach to partners and markets Starter pack development Outreach approach and timeline  

Message Testing Farmers Market Coordinators Successful County-level Efforts WIC Listening Sessions

Starter Pack Brochures Postcards Flyers Posters Guide Marketing Materials Starter Pack Brochures Postcards Flyers Posters Guide

Farmers Market Activities Resources Campaign guide to explain initiative and resources Marketing and outreach materials Tote bags and recipe cards Market activities

Partner Participation Opportunities

Potential Farmers Market Activities Distribute nutrition education resources and recipe cards Conduct a taste testing of market produce Conduct a market tour Conduct a recipe food demonstration Host activities for children

Documenting Farmers Market Activities Electronic survey to SNAC members Follow up to secure local partner commitments

SNAC 2018 Key Milestones Dates Milestone October – December 2017 Decided on initiative that focused on CA grown produce, farmers and promoted the Market Match program January – March 2018 4 pilot counties were selected, based on an interactive GIS map, for the SNAC Farmers Market Initiative BMC presented a draft communications plan and formulated marketing materials April 2018 Draft campaign materials were created and shared SNAC members reviewed the evaluation plan May 2018 SNAC members hosted a live webinar for statewide partners to announce the Get More at the Farmers’ Market Initiative identified a lead agency for each county Marketing materials were shipped June 2018 The local SNAC initiative was launched for eight weeks in four pilot counties

SNAC Farmers Market Initiative Evaluation Suzanne Ryan-Ibarra PhD, MPH Senior Researcher Center for Wellness and Nutrition Public Health Institute

SNAC Member Survey: Initiative Results

Farmers Market Initiative SNAC Member The Farmers Market Initiative was successful and provided a good opportunity for SNAC members to work together on a common goal (90%) Initiative was a good match for their organization and they played a contributing role in the initiative’s execution (80%)

Key Initiative Successes Reported by SNAC Members Widespread distribution of materials Other counties and farmers markets not specifically part of the pilot are getting involved or asking about the program Local health department and city government involvement in promotion of farmers markets

Regional Evaluation Results

Key Findings Outcome Measure Result Table 2 Key Indicators from the SNAP-Ed Evaluation Framework Interpretive Guide Outcome Measure Result Number of Market Match supports and promotions at markets MT5d: Environmental changes MT5e: Promotional presence MT5f: Reach of promotions 4,357 promotional materials distributed Promotional Material Total Number of Distributed Materials in All Farmers’ Market Events (n = 150 events) Brochures 1,454 Posters 73 Flyers 2,145 Postcards 25 Tote Bags 275 Taste tests 370 Social Media Posts 15

Table 2 Key Indicators from the SNAP-Ed Evaluation Framework Interpretive Guide Outcome Measure Results Market Match Participation MT8e: Estimated number of low-income Californians who benefit MT8a1: Number of farmers markets that accept SNAP benefits MT8b: Number of farmers markets that offer Market Match MT8e: 23,187 individuals with household incomes at or below 185% of the Federal Poverty MT8b: All intervention markets offered Market Match Early-stage partnerships ST7a: Number of market partnerships ST7b: Depth of relationship ST7a and ST7b: 11 markets as cooperators

Local Partners – Farmers’ Market Initiative Successes: Perceived increase in EBT usage/awareness Formation of new partnerships Positive feedback received from consumers Improvements in marketing and promotion “We had several people who did not know about Market Match and EBT usage at the FM actually use their EBT and Market Match to make purchases for the first time.” Challenges: The need for improved communication from state partners The short timeframe and the timing of the Pilot Project Differences in availability of Market Match at local farmers markets The need for more education regarding EBT and other benefit programs

Farmers’ Market Managers Key Findings Promotional materials were distributed at all markets, but not all market managers received materials directly. At the market, promotional materials should be distributed near where the fresh fruits and vegetables are sold. Managers noticed an increase in EBT redemption at the market and attributed it to the program. The Campaign helped customers improve their understanding about the benefits that could be used at the market. The program fostered partnerships between markets and local agencies, including local health departments, local social service agencies, and local agencies on aging. “I have noticed redemption of benefits and farmers’ revenue increase this summer, compared to last summer. Farmers noticed an increase in revenue – I can guarantee it. I know what their sales are – I see their paperwork – I see their EBT and Market Match, I saw it increase compared to last summer.”

Limitations Recommendations We are not able to report on redemption of benefits during FFY 18 because all data is not yet available Redemption data for WIC FMNP are only available by farmer, and not by county Redemption of benefits may be impacted by several factors besides the Campaign Recommendations Continue the campaign next year Run the Campaign for the entire Season Expand the campaign to new counties for more reach Improved communication and training for local agencies occurring earlier in the year Pilot additional on-site support for low income shoppers through a Food Navigator type of program Limitations: to report by county, assumptions must be made about what markets the farmers sell at, which may not be accurate. Wildfires: customers did not attend markets due to hazardous air quality and smoky conditions Fear: due to immigration status SFMNP: Farmers are redeeming coupons less frequently overall, because of an increase in bank fees

SNAC 2019: Next Steps Ana Bolaños

Target Markets Continue to operate in four counties selected in 2018 Tulare Riverside San Bernardino Fresno Expand into the northern Central Valley, specifically in Stanislaus and San Joaquin Counties

SNAC 2019 FMI GOAL: Increase redemption rates of Market Match, WIC and Senior Farmers’ Market Nutrition Program vouchers to support low-income shoppers maximize their purchasing power on fresh California grown produce.

Questions Celeste

Thank you!