1. Food Retail Initiatives

2. Goal: Work with all types of food retail venues to increase access to healthy foods
Supermarkets
Bodegas
Through our previous work in PAN we worked with each type of food retailer individually. We have found that in order to sustain any meaningful environmental change we need to develop a more holistic approach that engages all food retailers in a target area. These retailers do no operate in a vacuum they face many of the same issues. In addition, people who live in these neighborhoods don’t just shop at one retailer – they are interacting with multiple types of retailers during
Farmers Markets
Mobile Food Vendors

3. Health Bucks Program
138 markets now in NYC, EBT accepted at 90% of them (125)
Health Bucks are $2 Coupons for purchase of fresh fruits & vegetables at participating farmers markets.
Get an additional $2 Health Buck for every $5 spent using EBT at the farmers market, representing a 40% increase in purchasing power
NEW! Map locator
New! Expansion beyond DPHOs

5. Green Carts
Starting in June 2008, rule change to allow 1000 Green Cart Permits over 2 years
Can only sell fresh non processed produce in designated areas
To date, over 450 permits allocated

8. Bodegas Represent Majority of Food Outlets

9. Access to Healthy Food in North and Central Brooklyn: A Report from the Brooklyn DPHO

10. Shop Healthy NYC
Worked with over 1000 bodegas and 50 supermarkets since 2006
Increase inventory of healthier foods
Promote healthier foods and replace ads for unhealthy products
Connect stores to technical assistance like low interest loans, applications for stoop line permits, energy audits, community sites, etc.

11. What is Shop Healthy NYC?
Environmental changes are among the most promising strategies for addressing obesity and improving diet and physical activity.
Shop Healthy NYC is an innovative neighborhood-based approach that simultaneously addresses both supply and demand, the two elements required to effectively and sustainably affect access.
Sustainable lasting inventory changes in store and neighborhood access to healthier foods
Support From Suppliers and Distributors
Increased Inventory, Improved Placement, Increased Marketing of Healthier Food
Demand From Customers for Retail Change

12. Starting in the Bronx: Why here?
Access is Fundamental
A survey of Bronx residents identified access to quality fruits and vegetables as a critical step to improving the eating habits of individuals in the borough. 
Access to healthy food retail was identified as a top priority in a series of meetings with over 50 community stakeholders. 
Partnerships Sustain Change
Strong existing initiatives and partnerships will sustain the program.
Bronx Borough President Ruben Diaz Jr and Senator Gustavo Rivera’s CAN Initiative (Changing Attitudes Now) support health for all borough residents
Bronx DPHO and Montefiore Medical Center’s CATCH initiative supports neighborhood level change by partnering with community stakeholders and clinical staff
Potential Impact
Two zip codes identified as high need and with strong interest in food retail work: West Farms (10460) and Fordham (10458)
With over 250 community groups and 210 food retail venues, work in these two zip codes has the potential to impact almost 137,000 people

13. Area Resources and Assets
Over 250 Community Sites
~40 Schools
3 Libraries
5 NYCHA sites
~60 Medical Facilities
~25 Community Based Organizations
~120 Faith-Based Organizations
~250 Food Retail Venues
~190 Bodegas
18 Supermarkets
~16 Green Carts
3 Farmers Markets

15. 1. DOH: Changing the Inventory, Placement and Marketing in Stores
Phase 1:
Audit all food retail establishments to document basic inventory and marketing practices
Provide technical assistance to promote existing healthy inventory (low/no calorie drinks, fresh produce, low-salt/sugar canned goods, healthy sandwiches and meal combos)
Audit conducted and marketing materials posted at more than 70 sites to date
Phase 2:
Identify at least 40 establishments willing to make intensive store changes and participate in “retail challenge”
These stores will be provided with incentives to support store changes and will be heavily promoted by elected officials, press and community groups
More than 30 stores have been recruited for the retail challenge

16. Marketing Store Environment
Changes Required for Stores to meet Retail Challenge -stores that complete 4 of 7 receive Shop Healthy Here decal
Offer & promote a healthy sandwich and meal combo at the deli counter
Stock low-sodium and no-sugar-added canned goods
Stock 2 snacks that meet NYC Healthy Snack Standards
Inventory
Remove all advertising from entry door
Promote healthy foods & beverages with Shop Healthy marketing materials
Marketing
Offer fruits and vegetables at the front of the store or the cash register
Display water and other low-calorie refrigerated drinks at eye level
Store Environment

17. Promotional Materials Provided to Stores

18. Incentives Provided -upon completion, Proclamation from Bronx CAN initiative and certificate from Bronx Chamber of Commerce

19. 2. Increase Demand from Customers for Retail Change
Invite community stakeholders to a forum to discuss neighborhood food access. Introduce role of customers in changing store inventory.
COMPLETE: Over 50 participants from schools, faith based, senior centers, health care sites, tenant associations, and community members.
Outreach to all community stakeholders to discuss Shop Healthy Bronx and invite participation
IN PROGRESS: Have reached out to more than 150 sites
Offer Adopt a Shop Workshops to train residents to adopt local stores and support inventory and marketing changes. Offer trainings at LIC for non-zone organizations. Participating sites receive Shop Healthy Bronx decal.
IN PROGRESS: 5 workshops held, 2 stores being adopted, 13 scheduled
Connect customers to stores to create sustainable neighborhood driven change
MORE ON EAST BRONX ACADEMY:
East Bronx Academy is located on Southern Boulevard and 174th Street, right next to the train station.  There is a bodega next to the school where lots of students buy breakfast and snacks.
In May we gave a teacher the Adopt-A-Shop training and she decided that this would be a good project for her middle school community service group to do. 
On her own, the teacher spoke to the store about carrying produce and other healthy foods. Responding to her request, the store began carrying produce – apples and oranges – which they placed next to the cash register
The teacher also visited the store with a group of middle schoolers who requested that the store also carry grapes, giving the store the I BUY postcards and telling the store that they were very happy to see the addition of fruits and that they as a group would also buy grapes if he carried them.  The store manager said, “you just give me a list of the things that you want to see and I will make sure we get them.”
According to the teacher, he is ready to make some changes- including cleaning up his deli and putting water at eye level.

21. Empower Communities to Make Change
Adopt a Shop!

22. 3. Obtain Support from Relevant Suppliers and Distributors
Identify major wholesalers that distribute/sell to target supermarkets and bodegas
COMPLETE: Jetro (99%), Krasdale (15%) and White Rose (1%)*
Partner with major wholesalers to ensure retailers can easily purchase healthier foods to sell
COMPLETE:
Visited Jetro to scan all items meeting criteria. Jetro to identify items with Shop Healthy shelf talker, through promotional flyers, and discount.
Met with Krasdale and White Rose. Both will identify items meeting criteria on order sheets with Shop Healthy logo and will promote the program to their stores. Both will ensure healthy items in each category are available for purchase.
Nutrition Strategies working with Jetro to label items in Restaurant Depot with log to facilitate purchasing by restaurants etc.
Retail Challenge to be Announced at July 7th CAN Event

23. Physical Activity and Nutrition
Questions?
Sabrina Baronberg
Deputy Director
Physical Activity and Nutrition
NYC DOHMH