Centennial Mall Garden Market

Centennial Mall Garden MarketCentennial Mall Garden Market

Worksite Market Worksite Market Demonstration ProjectDemonstration Project

Presented by:

Casey FosterCasey Foster

Nebraska Department of Nebraska Department of AgricultureAgriculture

Ag Promotion Coordinator – Ag Promotion Coordinator – Value-AddedValue-Added

800-422-6692800-422-6692

casey.foster@nebraska.govcasey.foster@nebraska.gov

www.agr.ne.gov

Holly DingmanHolly Dingman

Nebraska Department of Nebraska Department of Health and Human Health and Human

ServicesServices

Nutrition CoordinatorNutrition Coordinator

402-471-3442402-471-3442

holly.dingman@dhhs.ne.govholly.dingman@dhhs.ne.gov

www.dhhs.ne.gov

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…

Good RoleModels

No EnoughF&V

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 PracticeAccess 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. http://www.cdc.gov/nccdphp/dnpa/hwi/toolkits/gardenmarket/index.htm

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 Increase the availability of fruits and vegetablesfruits and vegetables

Promote the consumption of Promote the consumption of fruits and vegetables as part fruits and vegetables as part of a healthy dietof a healthy diet

Promote Nebraska grown Promote Nebraska grown produceproduce

Expand market opportunities Expand market opportunities for local growersfor 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

http://www.agr.state.ne.us/pub/apd/produce.htm

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 MarketPromotion

Mass Email Announcement Weekly Email Reminder Building Signage

By Elevators and Stairs

Outdoor Signage Ribbon Cutting Press Release

Press coverage by local TV station

Garden MarketImplementation

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 vegetablesIncrease the availability of fruits and vegetables Promote the consumption of fruits and vegetables as part of a Promote the consumption of fruits and vegetables as part of a

healthy diethealthy diet Promote Nebraska grown producePromote Nebraska grown produce Expand market opportunities for local growersExpand market opportunities for local growers

Attention from administration Positive, effective project

Forged new partnership with DHHS/NDA

Garden MarketEvaluation

Employee emails Anecdotal, but valuable!

“This is soooo great!!! Thank you!!!!” “What a great idea!!!” “What an excellent idea -- bravo.” “Thank you for these e-mail 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 MarketEvaluation

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 MarketEvaluation

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 Producehttp://www.agr.state.ne.us/pub/apd/produce.htm

Statewide F&V Promotions:

Nebraska Our Best To You

Fruits & Veggies More Matters www.fruitsandveggiesmatter.gov www.fruitsandveggiesmorematters.org

Senior Farmers’ Market Senior Farmers’ Market Nutrition ProgramNutrition Program

Eligible seniors can receive coupons to purchase Eligible seniors can receive coupons to purchase fresh, locally-grown fruits, vegetables and herbs fresh, locally-grown fruits, vegetables and herbs from registered Nebraska produce vendorsfrom registered Nebraska produce vendors

Increase consumption of agricultural commoditiesIncrease consumption of agricultural commodities Coupons are available JuneCoupons are available June Seniors can sign-up to receive coupons at a local Seniors can sign-up to receive coupons at a local

senior center, AAA, or CSFP sitesenior center, AAA, or CSFP site Farmers must register with NDA to accept Farmers must register with NDA to accept

couponscoupons Nebraska = $246,775 Total Federal FundsNebraska = $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?