P-05 A Multiple Case Study of Three Business Models for Local Healthy Food Delivery Systems in Under Privileged Urban Areas
Presenter Status
Asst. Professor, Department of Agriculture
Preferred Session
Poster Session
Start Date
4-11-2016 2:00 PM
End Date
4-11-2016 3:00 PM
Presentation Abstract
Over 40% of Berrien County Michigan land use is agricultural. Many products are fruits and vegetables. Yet, the county has six identified USDA defined Food Deserts. Past research, based on a mobile farmers market, confirmed local trends and deficits. The purpose for this research is to define a sustainable business model that delivers healthy local food options to USDA Food Deserts. A mixed method multiple case study was created to test three business models in one of the local Food Deserts. Results identify a sustainable model that provides local healthy food options.
Model one developed lunchtime stops serving robust local businesses and community epicenters, with a goal of creating lunchtime profit, focusing evening on service stops at a potential loss. Model two required local farmers to provide produce at no cost to the market. Market locations were service stops imbedded inside the residential community and increased stops to 15 pr. week. The third model purchased local produce and focused stops on work and shopping locals, targeting the ALICE poverty segment. Models were tested two weeks each.
Results show a high demand for lunch hour food options. Labor in such stops was an increase over service stops. Model two proved willingness form local farmers to support neighboring food deserts, yet sales didn’t equal market costs. Model three showed increased demand from ALICE segments. Conclusions are that sustainability could be reached with a hybrid model with limited volunteer intern positions. A three to five year plan should be built with funding support ebbing with market growth.
P-05 A Multiple Case Study of Three Business Models for Local Healthy Food Delivery Systems in Under Privileged Urban Areas
Over 40% of Berrien County Michigan land use is agricultural. Many products are fruits and vegetables. Yet, the county has six identified USDA defined Food Deserts. Past research, based on a mobile farmers market, confirmed local trends and deficits. The purpose for this research is to define a sustainable business model that delivers healthy local food options to USDA Food Deserts. A mixed method multiple case study was created to test three business models in one of the local Food Deserts. Results identify a sustainable model that provides local healthy food options.
Model one developed lunchtime stops serving robust local businesses and community epicenters, with a goal of creating lunchtime profit, focusing evening on service stops at a potential loss. Model two required local farmers to provide produce at no cost to the market. Market locations were service stops imbedded inside the residential community and increased stops to 15 pr. week. The third model purchased local produce and focused stops on work and shopping locals, targeting the ALICE poverty segment. Models were tested two weeks each.
Results show a high demand for lunch hour food options. Labor in such stops was an increase over service stops. Model two proved willingness form local farmers to support neighboring food deserts, yet sales didn’t equal market costs. Model three showed increased demand from ALICE segments. Conclusions are that sustainability could be reached with a hybrid model with limited volunteer intern positions. A three to five year plan should be built with funding support ebbing with market growth.