The Virtual Supermarket Project Connecting underserved communities to healthy foods

The Problem Many neighborhoods do not have a full-service supermarket. People shop at corner stores that are: Unhealthy Poor or no selection of fruits and vegetables More expensive than supermarket fare Health consequences: Obesity High blood pressure, cholesterol, diabetes, heart disease

This is Baltimore

Innovation:The Virtual Supermarket Project Mission: The mission of the Virtual Supermarket Project is to transform urban communities into neighborhoods that enjoy convenient, rapid access to affordable, healthy food.

Innovation:The Virtual Supermarket Project The Virtual Supermarket Project will achieve this transformation by: partnering with community groups to allow purchasing and same-day delivery of supermarket goods to local neighborhood points via Internet ordering.

The Virtual Supermarket Project Grocery ordering occurs at a community center using the Internet Groceries delivered to the same place within 3-6 hours of order placement

The Virtual Supermarket Project Community group supplies: People who need a way to purchase groceries A high traffic area for the Virtual Supermarket Project to set up Publicity of the project to community members The Virtual Supermarket supplies: Staff to administer the process Secure Internet access for purchases Credit card to guarantee purchases Subsidized delivery fee for first 6 weeks to establish demand

The Process Step 1: Select 1-2 times/week for online grocery ordering at the Community Center/Church/Neighborhood Site 2: Consumers pay with cash, credit card, debit, or food stamps 3: Order submitted to supermarket 4: Select a delivery time 5: Residents pick up pre-purchased groceries at appointed time at Community Center/Church/Neighborhood Site

Delivered to: Community Site Erica Chris Sam

Community Implications Convenient neighborhood delivery Removes transportation barrier No more buses or cabs to get to the market Less expensive than corner stores Expanded, healthier food choices

Business Implications Markets want to sell more food, and people want to buy it! Virtual Supermarket organizes the low income market Subsidizes delivery fee until market has grown large enough to justify a waiver of the fee Higher quality goods and services brought to the neighborhood

Two sites currently in Baltimore

Two sites currently in Baltimore

Where the data? One test run: #1: 6 participants: $151.32 Two test runs: #1: 3 participants: $97.11 #2: 8 participants: $134.32

Next steps: Institutional Partner                                   

Next steps: Spread the word Promotion of Virtual Supermarket Project to community groups Establish 1-2 purchase nights, 1 delivery time Begin serving the community!                                   

Short-term Goals (6mo.): The Virtual Supermarket Project Establish routine, predictable healthy food access at 10 community sites throughout Baltimore City MOUs Increase volume and value of purchases so delivery fee is waived 15-20 users per site Attract additional sites

Long-term Goals (1-2 yrs): The Virtual Supermarket Project Establish routine, predictable healthy food access in underserved communities Educate consumers on healthy food purchasing Influence purchases at the point of sale though education Expand Virtual Supermarket Project to other cities

The Virtual Supermarket Project Comments? Questions? The Virtual Supermarket Project Jennifer Monti 410-396-1408 jennifer.monti@baltimorecity.gov