10.16 HCSC Final .pdf
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Healthy Corner Store Collaborative
Improving Healthy Food Access | Supporting Small Business Owners
WHY HEALTHY CORNER STORES?
1 in 3 New Orleans adults are obese, and only 1 in 5 consume at least 5+ servings of fruits and vegetables per day.
1 in 3 Orleans Parish residents lives in an area classified as a food desert.
Each additional meter of store shelf space devoted to fresh vegetables is associated with an additional 0.35
servings of vegetables per day consumed by shoppers.
There are 152 corner stores in Orleans Parish alone (defined as a small retail business selling a limited variety of
food and other products). Corner stores are common in low-income settings. Food offerings in these stores are
often limited with a majority of options being cheap, high-fat, high-sugar processed foods.
The New Orleans Healthy Corner Store Collaborative works alongside New Orleans corner store operators to
maximize their business sustainability and increase the amount of fresh, healthy food they offer in-store. Hosted by
Propeller, funded by the City of New Orleans, and operated by Liberty’s Kitchen and Top Box Foods, the Healthy
Corner Store Collaborative is modeled after current, successful healthy corner store projects around the country,
including the Urban Food Project in Birmingham, AL, the Food Trust in Philadelphia, PA, and DC Central Kitchen
in Washington, DC.
This 12-month program is designed to support local corner stores to make fresh produce more visible, affordable,
and attractive for their customers. The program provides store-owners with one-on-one business mentorship and
technical assistance to optimize their business for profit and long-term sustainability.
Technical Assistance: As a part of this collaborative, participating corner store owners receive 12 months of
mentorship (up to 5 hours per month) and technical assistance from Propeller, including one-on-one
consulting, technical assistance, and the experience necessary to reach financial sustainability.
2) Produce Distribution & Subsidy: To address the issue of cost, the Healthy Corner Store Collaborative will
directly provide participating stores with fresh fruits and vegetables. During the first four months of the
program, HCSC funds will subsidize $150 of produce per store each month and the subsidy will decline
incrementally each month thereafter. Stores participating in the program keep 100% of profits from this
inventory. The collaborative orders produce from local wholesalers twice a week, a low volume, high frequency
ordering model designed to reduce risk of spoilage and adjust orders based on demand.
3) Capacity Enhancement: The Healthy Corner Store Collaborative provides participating stores with critical
equipment such as coolers, shelving, and fixtures as corner stores meet program milestones.
4) Marketing Materials: The Healthy Corner Store Collaborative provides corner store operators with
culturally-relevant marketing materials to promote their new fresh products, including signs, banners, and
5) Nutrition Education: Customers are directly engaged through in-store nutrition and education sessions
led by Propeller affiliates. Cooking demos, tastings, nutrition lessons, etc. are implemented to increase fresh
food purchases and improving food-preparation skills for corner store shoppers.
In the first four months of the collaborative, our five Healthy Corner Store operators have accomplished:
16,600 units of produce sold
69% of delivered produce sold within the first week on the shelf, and 93% of all produce delivered.
$8,500+ in earned revenue from Healthy Corner Store Collaborative produce
Standardized accounting and point of service systems
Propeller is a New Orleans-based 501c3 nonprofit that grows and supports entrepreneurs to tackle social and
environmental disparities. Our strategy is to build a critical mass of small business in nonprofits working towards
more equitable outcomes in food, water, health, and education.
Since 2009, Propeller has supported 135 entrepreneurs to create 310 jobs and generate over $84 million in external
revenue and financing.
Kristine Creveling, RD, Food Program Manager, Propeller
Sam Heyman, Co-Founder, Director of Business Development, Top Box Foods