Centennial Mall Garden Market Worksite Market Demonstration Project

Presented by: Casey Foster Nebraska Department of Agriculture Ag Promotion Coordinator – Value-Added Holly Dingman Nebraska Department of Health and Human Services Nutrition Coordinator

Objectives   Need for Worksite Markets   F&V Consumption   Worksite Setting   Worksite Market Model   Planning, Promoting, Implementing, Evaluating   Partnerships & Collaborations   Other Community Supports   Nebraska Senior Farmers' Market Nutrition Program   Nebraska’s Guide to Fresh Produce   Nebraska Fruit and Vegetable Promotion Campaigns   Garden Market Toolkit

Health Challenge   One goal in the Nebraska Physical Activity and Nutrition State Plan is to increase the consumption of fruits and vegetables.   Priority area for the Centers for Disease Control and Prevention, Division of Nutrition and Physical Activity   The Dietary Guidelines for Americans 2005   “Choose a variety of fruits and vegetables each day. In particular, select from all five vegetable subgroups (dark green, orange, legumes, starchy vegetables, and other vegetables) several times a week.”   Recommendation:   2 cups of fruit and 3 cups of veggies* *Varies slightly due to gender, age, activity level

Fruits and Veggies Can Save Lives!   Fruit and vegetable consumption impacts:   Weight status   Chronic disease risk   Cancer, CVD, Stroke, Diabetes   Nutritional adequacy of diet

Need: F&V Consumption 24.1% Consume 5 or more per day 75.9% Consume < 5 or more per day

Our Adult Role Models…

Need: Worksites   Targeted Setting: Adults spend considerable amount of time at work   Ideal location for reaching adults   Access to 65% of adults who consume one or more meals in the setting   Convenience   Effective Worksite Programs   Environmental/Policy Changes   Interventions that are multi-component

Need: Increase Access in Worksites   Addresses barriers to consumption:   Convenience   Access to quality and affordable produce   Un-met market niche   No mid-week/day market in downtown Lincoln   Shift in social norm

Promising Practice Access in Worksites   Increasing access to healthy foods serves as an umbrella for those strategies that enable an individual or population to access healthy foods.   Note: limited, yet promising, evidence of the effectiveness of this strategy. One review noted that increasing access to healthy foods on an organizational level also increased the sales and/or consumption of those foods. Source: UNC Center for Health Promotion and Disease Prevention, Center of Excellence for Training and Research Translation

State Agency Partnership   NE Dept. of Agriculture, Ag Promotion Dept.: Promotes Nebraska agricultural products   NE Dept. of Health & Human Services, Nutrition & Activity for Health Program: Promotes F&V consumption

Garden Market PLANNING   Utilized CDC’s Healthy Worksite Initiative Online Garden Market Toolkit:   Assessing Need and Interest   Planning   Promotion   Implementation   Evaluating Success.  

Garden Market Planning   Assessed the Need and Interest   Discussed with DHHS/NDA administration   Huge support from NDA Director and DHHS Chief Medical Officer   Met with supervisors, coworkers, state employees to discuss the idea   Strong support

Garden Market PLANNING: Goals  Increase the availability of fruits and vegetables  Promote the consumption of fruits and vegetables as part of a healthy diet  Promote Nebraska grown produce  Expand market opportunities for local growers

Garden Market PLANNING   Location, Location, Location   Convenient and visible   Logistics: Loading/Unloading, Parking, Traffic   Centennial Mall = City Park   City Park Permit   Challenged the permit system – did not know how to categorize the project: farmers market vs special event.

Garden Market PLANNING   K.I.S.S. Principal   Scaled it down   Focus: Fruits and vegetables on the Mall   Selling Points:   Health Promotion Project   Good for the city. Good for employees.   Good for local growers. Good for the economy.

Garden Market PLANNING   Vendor Selection   Mailed invitation letter to all farmers within 90 mile radius   Nebraska’s Guide to Fresh Produce     Vendor Criteria:   $10 per week fee to participate   Liability insurance coverage   Signed contract indicating commitment to sell fresh produce only

Garden Market PLANNING   Legal Considerations:   Contractual agreement with the vendor   Certificate of Self-Insurance, State of Nebraska

Garden Market P romotion   Mass Announcement   Weekly Reminder   Building Signage   By Elevators and Stairs   Outdoor Signage   Ribbon Cutting   Press Release   Press coverage by local TV station

Garden Market Implementation   East side of the Nebraska State Office Bldg.   Wednesdays in July – September   Noon – 4pm (or sell out)   1-3 vendors

Grand Opening Ribbon Cutting

And the Market Grew!

They lined up!

Garden Market Challenges   Market surprises   Self-selected street vendor   Inconsistent vendor   Transient “guest”   Ability to be present at the Market   Meeting conflicts   Extra hands

Garden Market SUCCESSES   Fruits and Vegetables Sold on the Mall!   Successfully completed 4 seasons of the Market!   Accomplished Goals:  Increase the availability of fruits and vegetables  Promote the consumption of fruits and vegetables as part of a healthy diet  Promote Nebraska grown produce  Expand market opportunities for local growers   Attention from administration   Positive, effective project   Forged new partnership with DHHS/NDA

Garden Market Evaluation   Employee s   Anecdotal, but valuable!   “This is soooo great!!! Thank you!!!!”   “What a great idea!!!”   “What an excellent idea -- bravo.”   “Thank you for these reminders! I've almost finished the whole bag of mini tomatoes - I might need to go down after more! :)   Noted: Improved moral. Change noticed.   Market “Plugs”   Press conferences and other public meetings

Garden Market Evaluation   Vendor Interviews:   Excellent experience. Surprised by traffic.   Sales were good (almost always sold out).   Suggested extending into September   Planning on planting more for CMGM

Garden Market Evaluation   Employee survey:   Zoomerang survey distributed to DHHS/NDA   435 Survey Completes   Of those surveyed:   99% had heard of the market   89% had visited the market   38% made a purchase at the market at least 4 times   Market strenghts:   88% responded Convenience   70% responded Local Produce   98% would like the market repeated next year

Garden Market - And it grew…   Garden Market Manager   UNL Nutrition Student   Information Booth   Banner, Brochure, Recipes, Tips, Guests   Market Bags!   Volunteers   Modified time of Market   Increased number of vendors   Increased selection   Lengthened Market season

Resources   NE’s Guide to Fresh Produce Statewide F&V Promotions:   Nebraska Our Best To You   Fruits & Veggies More Matters    

Senior Farmers’ Market Nutrition Program  Eligible seniors can receive coupons to purchase fresh, locally-grown fruits, vegetables and herbs from registered Nebraska produce vendors  Increase consumption of agricultural commodities  Coupons are available June  Seniors can sign-up to receive coupons at a local senior center, AAA, or CSFP site  Farmers must register with NDA to accept coupons  Nebraska = $246,775 Total Federal Funds

Other Opportunities Worksites, Senior Centers, Community Center:   Single vendor in a parking lot   F&V Promotion through wellness program   Break Room Garden Sale Project   Lincoln-Lancaster County Health Department   Organized weekly F&V sale in break room on the honor system. Used profits to purchase breast pump for their mother’s room.   In-door, year round produce kiosk or cart   Contract with local producer, grocery store or food distribution company to sell F&V

Other Opportunities Schools:   Farm to School Program   Local produce purchase for school lunch program   School Garden Market   Organize weekly market for families   Local farmer, local produce supplier (grocer or food distribution company)   School Garden - summer school/ community project

Questions?