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Centennial Mall Garden Market

Centennial Mall Garden Market. Worksite Market Demonstration Project. Casey Foster Nebraska Department of Agriculture Ag Promotion Coordinator – Value-Added 800-422-6692 casey.foster@nebraska.gov www.agr.ne.gov. Holly Dingman Nebraska Department of Health and Human Services

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Centennial Mall Garden Market

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  1. Centennial Mall Garden Market Worksite Market Demonstration Project

  2. Casey Foster Nebraska Department of Agriculture Ag Promotion Coordinator – Value-Added 800-422-6692 casey.foster@nebraska.gov www.agr.ne.gov Holly Dingman Nebraska Department of Health and Human Services Nutrition Coordinator 402-471-3442 holly.dingman@dhhs.ne.gov www.dhhs.ne.gov Presented by:

  3. 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

  4. 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

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

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

  7. Our Adult Role Models…

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. 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.

  16. 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.

  17. 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

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

  19. 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

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

  21. Grand Opening Ribbon Cutting

  22. And the Market Grew!

  23. They lined up!

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

  25. 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

  26. 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

  27. 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

  28. 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

  29. 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

  30. NE’s Guide to Fresh Produce http://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 Resources

  31. 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

  32. 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

  33. 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

  34. Questions?

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