Network for a Healthy California – Retail Program

1. Network for a Healthy California – Retail Program Network & WIC Collaborations for Healthy Habits Presented by: Rosanna M. Oliva, Marketing Specialist

2. Today we aim to achieve: • An overview of the Network for a Healthy California – Retail Program and the roles and responsibilities of Retail Program Specialists • 2) An understanding of partnership opportunities between Retail Specialists and Local Vendor Liaisons

3. The New Look of CA 5 a Day Why the Change? • To comply with the 2005 Dietary Guidelines for Americans that increased the recommended amount of fruits and vegetables from 5 servings a day to 2½ to 6½ cups a day.

4. The New Look of the California 5 a Day Campaign California Nutrition Network for Healthy, Active Families Network for a Healthy California California 5 a Day Campaign

5. What about the National 5 A Day Program?

6. Network for a Healthy California – Retail Program Mission • Increase the consumption of fruits & vegetables by providing resources to food retailers that influence consumers at the point of sale. • To promote good health & to reduce the risk of chronic diseases, such as obesity, type 2 diabetes, heart disease, and some types of cancer among low-income communities.

7. Targeted Campaigns • African American • Latino • Children • Worksite

8. Retail Program Staff Retail Specialists • Certified food handlers who are well-trained in conducting cooking demonstrations, stores tours, health fairs, and placing merchandising materials that promote fresh, frozen, canned, and juiced fruits and vegetables.

9. Retail Specialists • Gold Country - Edith Gomez • Health Education Council • West Sacramento • Los Angeles –Teresa Blanco • Los Angeles County Department of Public Health - Nutrition Program • North Coast – Angie Corwin • California Health Collaborative • Orange County - Elsa Amezcua • Orange County Health Care Agency • Santa Ana • San Diego & Imperial – Victor Paz • University of California, San Diego • Sierra Cascade - Kimberly Ames • California Health Collaborative • Chico Bay Area – Carlos Torres Santa Clara County Public Health Department San Jose Central Coast - Kathryn Ramirez Monterey County Health Department Salinas Central Valley - Abrie Gerhardt (interim) Central Valley Health Network Fresno Desert Sierra - Maureen Medina San Bernardino County Department of Public Health Gold Coast – Mary Arevalo (interim) Ventura County Public Health Department

10. Target Audience • Supermarkets, grocery stores, & independent/corner stores in census tracts where at least 50% of its residents are at or below 185% federal poverty line. • Low-income families because they have an increased risk of acquiring nutrition related chronic diseases.

11. Reasons why retailers are interested in partnering with the Retail Program include: • identifying new resources • reaching new consumers • increasing profits • enhancing their store’s image • creating customer appreciation

12. Industry Partnerships

13. Partnership Options • Merchandising & Promotions • Corporate Social Responsibility • Retailer Fruit & Vegetable Education

14. Does the Store Qualify? • No club fees • Geographic Info System • Qualifying Census Tract or • High Food Stamp Redeemer Choose a new store. NO NO YES Are they interested in expanding their variety? Does the store sell at least two types of fruits and two types of vegetables? NO YES May approach for Retailer Fruit & Vegetable Education Partnership YES Does the store have enough room for a food demonstration? YES Approach for Corporate Social Responsibility Partnership NO Approach the store! Store Qualifications

15. Merchandising Materials

16. Merchandising Materials

17. Cookbooks

18. Promotions Food Demonstration • A food demo is a “how to” presentation that involves instructing participants about ingredient selection, guiding them through each step of a recipe, and tasting a finished product.

19. Promotions

20. Store Tour

21. Resources Slide Guide

22. Produce Quick Tips

23. Retailer Fruit & Vegetable Education Kit

24. Partnership Opportunities • State Level Network & WIC Partnerships • Local Level Retail Specialist & LVL Partnerships

25. Partnership Opportunities State Level Network & WIC Partnerships • Cross Training Opportunities • California WIC Association Conference in Oct 08 (Palm Springs) • Retail Program Specialists Orientation in Nov 08 (Sacramento) • Geographic Information Systems & Communities of Excellence in Nutrition, Physical Activity & Obesity Prevention Program Web Training • Retail Specialists, WIC LVL & CX3 Meeting in Mar 09 (Sacramento) • California WIC Association Conference in Apr 09 (San Jose) • Joint Promotion • Fruit & Veggie Fest: Eating Right When Money’s Tight in May

26. Partnership Opportunities State Level Network & WIC Partnerships • Distribute Co-branded Materials • Wobblers (available Aug) • Shelf Talkers (planning stages) • Share Resources • Produce Quick Tips, Recipes, Produce Handling Guide, Food Demo Kit, Store Tour Guide, etc.

27. Merchandising Co-Branded Wobblers

28. Local Level Retail Specialist & LVL Partnerships • Referrals to Retail Specialists • Information about the Retail Program • Retailer Fruit & Vegetable Education Partnership • Info about becoming a Food Stamp provider • Referrals to LVLs • Info about the new WIC Food Package • Info about becoming a WIC authorized vendor

29. Regional Level Retail Specialist & LVL PartnershipsMaterials Maintenance • Retail Program materials (posters, floor stands, spinning kiosk, recipe cards, wobblers, newsletters) in WIC authorized stores • WIC materials (shelf talkers, posters, shopping guides, decals) in qualifying stores

30. Questions?

31. Contact Information Rosanna M. Oliva Rosanna.Oliva@cdph.ca.gov 916-449-5399 www.networkforahealthycalifornia.net/retail Thank you!