MakingHealthyFoodMoreAccessible 5060CommercialCircle,Ste.C,Concord,CA94520 intheSanFranciscoBayArea (925)771-2990|freshapproach.org|[email protected] LetterofInterest
Sinceitsfoundationin2008, FreshApproachhasworkedtomitigatefoodinsecurityandchallengesrelatedto accesstoandconsumptionofhealthyfood, addressingtheincreasedriskofdevelopingdiet-relatedchronic diseaseamonglow-incomepopulationsthroughouttheBayArea. FreshApproachbeganitsworkinContra CostaandSantaClaracountiesasthecommunity-basedprogramswingofatraditional farmers’ market association, andsincethenhasgrowntoofferamulti-level approachthatisgroundedinpreservingdignityand focusedonbuildinginclusiveandequitableneighborhoods. Theprimaryprogramsincludeaccesspointsto healthyfoodthroughfinancial incentives, affordablefarmers’ marketsandfarmboxes, nutritioneducationwith “prescription”voucherstospendonfruitandvegetables(VeggieRxprogram), andopportunitiesforcommunity engagementthroughurbanagriculture.
FreshApproachoperatesafarmers’ marketonwheels(theMobileFarmers’ Market)thattravelsto underservedneighborhoodsacrosstheBayArea(withtworoutesintheEastBayandtwointheSouthBay) andoffersa50%discountforcustomerswhoreceiveassistancebenefitssuchasSNAP/CalFresh, UnemploymentBenefits, orfoodpantryservices. FreshApproachalsocoordinatesnutritionfinancial incentives attwotraditional farmers’ markets(EastPaloAltoandRichmond), providingadollar-for-dollarmatchtoaccess freeproduceforlow-incomehouseholds. Asaresponsetothepandemic, FreshApproachexpandeditsfood accessworkbycoordinatingthedistributionoffreeboxesoffreshfruitandvegetablestofoodinsecure populations—workthathascontinuedtoexpandintheBayAreain2023.
FreshApproachofferstheVeggieRxnutritionandcookingprogramtargetingfood-insecurefamiliesand individualswhoareatriskofdiet-relateddiseasestoaddressbarrierstoaccessinghealthyfoodandnutrition information. Theprogramhashistoricallyofferedaseriesofeightclassesover16weeksandgivesfamilies “prescription”voucherstospendonfruitsandvegetablesatlocal farmers’ markets. Classsessionsoffergroup discussionsonnutritioneducationandhealthtopics, hands-onlearningactivities, aswell ascooking demonstrations. Thenutritioncurriculumisframedaroundtrauma-informedpracticestohelpparticipants copewithCOVID’sdisruptionsandbettertacklefoodinsecurity. Since2019, FoodAccessandEducation programshavebeensupportedbypaidCommunityAmbassadorpositions, whicharerecruitedfromprogram participantsandresidentsfromthecommunityseekingexperiencesandcredentialsthatleadtomeaningful, living-wagecareers.
Theproposedprogram, “PromotingLong-termWellnessthroughMobileFarmers' MarketsandNutrition Education,”isdesignedtoconnectchildrenandtheircaregiverswiththeMobileFarmers’ Marketservicein SanPabloandwithnutritioneducationandresourcesincollaborationwithcommunityoutreachpartners.
FreshApproachhasimplementedsimilarprojectsthatcombinefoodaccessandnutritioneducationactivities inotherlocal municipalities, includingSanPablointhepastyears, butalsoAntioch, Oakland, Richmond, East PaloAlto, SanMateo, andSanJose. Thisprogramwill resultinincreasedfruitandvegetablepurchasingand consumptionamonglow-incomepopulationsatriskofdiet-relateddiseases, anincreaseinawarenessaround healthyfoodandfarmers’ markets, andimprovedcommunityhealth. 1 MakingHealthyFoodMoreAccessible 5060CommercialCircle,Ste.C,Concord,CA94520 intheSanFranciscoBayArea (925)771-2990|freshapproach.org|[email protected] Approach, Management, andEvaluationPlan:
Thisprogramencouragesmoreequitableaccesstohealthyfoodchoicesamongfamilieswithyoungchildren andsupportshealthyeatingpatterns. FreshApproach(FA)will provideconvenientaccesstofresh, nourishing producefor760uniqueindividualsinSanPablothroughweeklyoperationoftheMobileFarmers’ Market (MFM)inSanPabloattheSanPabloSeniorCenterandfinancial incentives(50%discount)tocustomerswho receiveCalFresh, WIC, SSI/SSDI, Medi-Cal, oridentifyasfoodinsecure.
Thisprogramalsoprovidesnutritioneducationandcookingdemonstrations, complementedbyfinancial incentivestopurchaselocal produce. TheVeggieRxeducationprogramwill runfor16weeks, withaccessto ongoingnutritionworkshopsthatwill beofferedinEnglishandSpanishandVeggieRxvouchersattherateof $1/dayofintervention/householdmember. Withthiseducational model, anycommunitymembercan“drop in”andparticipate, increasingaccessibilityforcaregiverswithfull schedules. BypartneringwithGrowing Together—whichhasextensiveexperienceprovidingnutritioneducationtoelementaryschool childrenin ContraCosta—theVeggieRxrecruitmentwill beenhancedbyconnectingdirectlywithcaregiversatBayview andDoverElementarySchools. Thiswill increasecaregivers’ knowledgeandprovidefinancial supportto householdswithyouth, emphasizingtheCity’spriorityofincreasingaccessofyouthtohealthyfoods.
Additional outreachwill comeincollaborationwiththeWomen, Infants, &Children(WIC)Office, andamong patientsfromtheLifelongMedical Care, SanPabloclinic.
VeggieRxworkshopsconsidercultural preferences, economicconstraints, digital andhealthliteracylevels, and covertopicslikeshoppinghealthyonabudgetandreducingwaste. Thecurriculumteachescaregivershowto supportwholefamilyhealth, includingyouth-specificbehaviors. Toincreaseretention, $40extrainvouchers will bedistributedtoparticipantscompletingfourconsecutiveclasses. Participantswill bealsoinvitedtofood demonstrationsattheMFM.
FAwill recruitandtraintwo“Local Residents”asCommunityAmbassadors. Through16-hourtraining, Ambassadorswill workaspaidinternsfor4hours/week, 5-monthterm. 15yearsofferingnutritionclasses, nutritionincentives, andmanagingmobilefarmers’ marketsserving low-incomeandcommunitiesofcoloracrosstheBayAreademonstrateFA’sexperienceinprogrammonitoring, evaluation, andreporting. FAisadequatelystaffedandusescomprehensivesystemstosuccessfullymanage projectsandmonitorperformance. TheEducationandEngagementProgramDirectorwill supervisethe EducationProgramManagertoimplementVeggieRx; underthesupervisionoftheFoodAccessDirector, the EastBayFoodAccessManagercoordinatesMFMoperations.
Numberoftransactionsanddollaramountofincentivesdistributed(collectedthroughSquarePoint-of-Sale system)areusedtomeasurescaleandimpactfortheMFM. Numberofclassparticipantsandamountof vouchersdistributed(trackedviaSalesforce)areusedtodeterminethereachandscaleofVeggieRx. Pre-and post-surveyswithcustomersandclassparticipantsdeterminechangesineatingandshoppinghabits.
DataPoint ProposedNumber
2 MakingHealthyFoodMoreAccessible 5060CommercialCircle,Ste.C,Concord,CA94520 intheSanFranciscoBayArea (925)771-2990|freshapproach.org|[email protected] #ofdaysoffoodaccessviaMobileFarmers’ Market 38
#ofweeksoffoodaccessviaVeggieRxVouchers 16
$infinancial incentivesdistributedattheMobile
Farmers’ Market
$5,000
$ofVeggieRxvouchersdistributed $14,700
ProjectExperience
FreshApproach(FA)hasbeenoperatingitscorefoodaccessandnutritioneducationprogramsinWestContra Costacommunitiessince2013whenitbeganofferingitsMobileFarmers’ Market(MFM)andprovidinga50% discountforcustomerswhoreceivebenefits, describedabove. TheMFMisaprovenfoodsecurityprojectthat hasdelivered200,000+poundsofproducetolow-incomeWestContraCostaresidents. Whileoperatingduring thepandemic, themobilemarketplayedacrucial roleinfeedinglow-incomefamilieswhohavebeen particularlyvulnerableduringCOVID-19. FAoperatedtheMFMinthecityofSanPablofrom2016throughthe summerof2020for38days/year, distributing~$50,000worthofproducetotheSanPablocommunityand $20,000infreeproduceviathediscountprogram. Datafromthe2019-20granttermshowsthattheMFM reached700uniqueSanPablocustomers(1,000SanPabloyouthundertheageof18benefitfromtheir familiesshoppingattheMFM); 80%ofcustomersurveyrespondentsreportedincreasedconsumptionoffruits andvegetablesasresultoftheMFMinthecommunity; and75%oflow-incomecustomersreportedthey purchasedmorethanhalftheirproducefromtheMFM. Afteraone-yeargap, FAre-launchedtheMFMatthe SanPabloSeniorCenterwiththesupportofSanPablo’sChildhoodObesityPreventionProgram. Between November2022andMarch2023, thenewstophasalreadyserved260uniqueindividuals.
Ournutritioninterventionmodel hasprovenimpact. Since2011, morethan5,000BayAreaparticipantshave completedpre-andpost-surveystotheimpactoneatingbehaviorsandtheirhealth, showingincreasesinfruit andvegetableconsumption, andthenumberofhome-cookedmeals. 80%ofVeggieRxclassparticipants increasetheirconsumptionoffruitsandvegetablesby1serving/day. Theprogramalsoaffectslong-term habits: twelvemonthsafterparticipationintheprogram, 60%ofparticipantsreportedtheycontinuedtoeat morefruitsandvegetableseveryday, evenwithoutvouchers. FA’sVeggieRxprogrammingbeganinSanPabloin November2018, offeringworkshopsatDoverElementarySchool andtheSanPabloLibraryinpartnershipwith WestCountyHealthCenter.
GrowingTogether, ourmainoutreachpartner, hasrobustexperienceprovidinggardenandnutritioneducation exclusivelytoelementaryschool childreninContraCostaandAlamedaCounty. Inpairingthisexperiencewith ongoingVeggieRxandMobileMarketprogramming, bothorganizationswill impactmorecaregiversandyouth.
Byincreasingaccesstoandconsumptionofhealthyfoodamongunderservedfamilies, thisprogramdirectly addressestheneedforpreventativesolutionstomitigatetherootcausesofobesityandhealthdisparities. Itis well establishedthatdietarypatternsestablishedduringearlychildhoodcanlaythefoundationforeating 3 MakingHealthyFoodMoreAccessible 5060CommercialCircle,Ste.C,Concord,CA94520 intheSanFranciscoBayArea (925)771-2990|freshapproach.org|[email protected] habitslaterinlifeandcanhelppreventtheonsetofdiet-relateddisease. Theincreasedawarenessbuiltbythis projectaroundfarmers’ markets, WICuse, andotherfinancial incentiveswill alsohaverippleeffectsinbuilding equitablelocal foodsystems.
ProposedScopeofServices
ClientsType #of
Undupli
cated
Clients,
Total
#of
Unduplica
ted
Clients,
San
Pablo
Residents
#of
Average
Dosage
hours
per
client
Briefdescription&Proposedschedule: Movement
classesforPre-K
andtheirCaregiversfor10weeks
0-5years
(early
childhood/pre
school)
135 102 24 1. Nutritioneducationandresources: weeklyclassesare offeredover16weeksforcaregiversofchildren. The
curriculumincludesnutritionactivitiesthatare
age-appropriateandculturallysensitive(i.e., engaging
visuals).
2. Farmers’ Marketfooddemonstrations: duringeachof
theseries, childrenandtheircaregiverswill beinvitedto
attendfooddemonstrationsattheSanPabloMobile
Farmers’ Market.
3. VeggieRxVouchers: Distributionof$1perhousehold
member/perdayoftheprogram(foranaverageof
$392/household)invoucherstospendonfreshfruitand
vegetablesattheFreshApproach’sMobileFarmers’
Marketandatothernearbyfarmers’ markets. Extra$40
invouchersdistributedforcompleting4consecutive
classes
4. Accesstohealthyfoodoptionsfrom
theirfamiliesshoppingattheweeklySanPabloMobile
Farmers’ Market(Wednesdays)(averageof20visits)
Kindergarten-
3rdgrade
85 68 24 1. Nutritioneducationandresources: weeklyclassesare offeredover16weeksforcaregiversofchildren. The
curriculumincludesnutritionactivitiesthatare
age-appropriateandculturallysensitive(i.e., engaging
visuals).
2. Farmers’ Marketfooddemonstrations: duringeachof
theseries, childrenandtheircaregiverswill beinvitedto
attendfooddemonstrationsattheSanPabloMobile
Farmers’ Market.
3. VeggieRxVouchers: Distributionof$1perhousehold
4 MakingHealthyFoodMoreAccessible 5060CommercialCircle,Ste.C,Concord,CA94520 intheSanFranciscoBayArea (925)771-2990|freshapproach.org|[email protected] member/perdayoftheprogram(foranaverageof
$392.00/household)invoucherstospendonfreshfruit
andvegetablesattheFreshApproach’sMobileFarmers’
Marketandatothernearbyfarmers’ markets. Extra$40
invouchersdistributedforcompleting4consecutive
classes
4. Accesstohealthyfoodoptionsfrom
theirfamiliesshoppingattheweeklySanPabloMobile
Farmers’ Market(Wednesdays).
4th-6thgrade 64 51 24 1. Nutritioneducationandresources: weeklyclassesare offeredover16weeksforcaregiversofchildren. The
curriculumincludesnutritionactivitiesthatare
age-appropriateandculturallysensitive(i.e., engaging
visuals).
2. Farmers’ Marketfooddemonstrations: duringeachof
theseries, childrenandtheircaregiverswill beinvitedto
attendfooddemonstrationsattheSanPabloMobile
Farmers’ Market.
3. VeggieRxVouchers: Distributionof$1perhousehold
member/perdayoftheprogram(foranaverageof
$392.00/household)invoucherstospendonfreshfruit
andvegetablesattheFreshApproach’sMobileFarmers’
Marketandatothernearbyfarmers’ markets. Extra$40
invouchersdistributedforcompleting4consecutive
classes
4. Accesstohealthyfoodoptionsfrom
theirfamiliesshoppingattheweeklySanPabloMobile
Farmers’ Market(Wednesdays).
7th-8thgrade 42 34 24 1. Nutritioneducationandresources: weeklyclassesare offeredover16weeksforcaregiversofchildren. The
curriculumincludesnutritionactivitiesthatare
age-appropriateandculturallysensitive(i.e., engaging
visuals).
2. Farmers’ Marketfooddemonstrations: duringeachof
theseries, childrenandtheircaregiverswill beinvitedto
attendfooddemonstrationsattheSanPabloMobile
Farmers’ Market.
3. VeggieRxVouchers: Distributionof$1perhousehold
member/perdayoftheprogram(foranaverageof
$392.00/household)invoucherstospendonfreshfruit
andvegetablesattheFreshApproach’sMobileFarmers’
Marketandatothernearbyfarmers’ markets. Extra$40
invouchersdistributedforcompleting4consecutive
classes
5 MakingHealthyFoodMoreAccessible 5060CommercialCircle,Ste.C,Concord,CA94520 intheSanFranciscoBayArea (925)771-2990|freshapproach.org|[email protected]
4. Accesstohealthyfoodoptionsfrom
theirfamiliesshoppingattheweeklySanPabloMobile
Farmers’ Market(Wednesdays).
9th-12th
grade
21 17 24 Accesstohealthyfoodoptionsfrom
theirfamiliesshoppingattheweeklySanPabloMobile
Farmers’ Market(Wednesdays).
Adults(18
yearsofage
andolder)
442 353 20 Accesstohealthyfoodoptionsfrom
theirfamiliesshoppingattheweeklySanPabloMobile
Farmers’ Market(Wednesdays).
References
● JeanneConboy, RD, SiteSupervisorSanPabloWICProgramSite, 925-646-5370, [email protected]
● LucindaBazile, MPH, DeputyDirectoratLifeLongMedical AdministrativeOffices, 510-981-4153, [email protected].
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