B. Better Shelf for Better Health: A Partnership Approach Tuesday, November 17, 2015, 1:00 pm session only Minnesota Salon 1 This session will describe Better Shelf for Better Health, an innovative partnership between Valley Outreach food shelf and PowerUp (HealthPartners/Lakeview Hospital). The partnership evolved from a shared goal to promote better food choices at the food shelf and has become a model project for other shelves throughout the region. Better Shelf for Better Health applied principles of food marketing and behavioral economics to make fruits, vegetables and whole grains more plentiful, accessible, visible and positively promoted at the food shelf. The project transforms food shelf systems, merchandizing, inventory, purchasing and communications to donors and volunteers. The project demonstrates increased consumption in fruits and vegetables for clients while also being a cost sustainable approach for the shelf and replicable in other food shelves as well. Participants will be provided with a project overview, results, and practical tips and guidance to create change in their local food shelves or other food environments. Learning objectives 1. Discuss the potential of partnerships between hunger and health care organizations. 2. Describe the principles and application of food marketing and behavioral economics in a food shelf environment. 3. Utilize practical tools provided and apply learnings to their communities. Marna Canterbury, MS, RD Director of Community Health, Lakeview Health, HealthPartners Marna Canterbury brings more than 25 years of experience in community health to her role as director of Community Health. Marna has developed innovative health improvement programs for restaurants, health care systems, schools, food shelves and throughout the community. Marna received her bachelor s degree from Concordia College, her registered dietitian degree from the University of Iowa and her master s degree in community health from Mankato State University. Liz Riley, MA Director of Programs, Valley Outreach Liz Riley has over ten years experience working in basic needs social services, including adult basic education, philanthropy and research. She also has five years experience working in hunger relief in a variety of settings, including the Neighborhood House and Dorothy Day Center food shelves. In 2011, Liz completed a dual master s degree program in social work and public policy at the University of Minnesota, where her studies focused on nonprofit management and program development. Minneapolis Heart Institute Foundation 2015 34
Better Shelf for Better Health: A Partnership Approach Marna Canterbury, Director of Community Health, Lakeview/HealthPartners Liz Riley, Director of Programs, Valley Outreach Marna Canterbury, MS, RD Director Community Health, HealthPartners
Presentation Objectives Understand the hunger relief system Describe partnerships between hunger and health care organizations Understand how to apply social marketing methods and population health nutrition recommendations to create a Better Shelf for Better Health Utilize practical tools and provided and apply learnings in your own communities
Understand the Hunger Relief System Hunger in America: 1 in 6 people, 1 in 5 children, 50 million Americans
Food Insecurity in Minnesota In 2013 1 in 6 children experienced hunger ~1.7 million food shelf visits Children and seniors make up almost half of visits Currently 1 in 5 families with children in MN face hunger Statistics and Charts from Hunger Solutions, www.hungersolutions.org
The Hunger Relief System FOOD FARMERS DONORS FOOD & CASH DONATIONS FOOD BANKS FOOD & CASH DONATIONS FOOD SHELVES MEAL PROGRAMS THOSE IN NEED Government Programs SNAP WIC
Transforming Food Shelves What we think of What we are striving for Photo: Valley Outreach Food Shelf in Stillwater
Hunger and Health Partnerships
Why Focus on Community Health? Mission: To improve health and well-being in partnership with our members, patients and community Health is more than health care Complexity of health requires cross-sector collaboration Community Health Needs Assessment (CHNA) for hospitals help set priorities
Hunger and Health Partnerships Food Shelf Collection sites: EFN Twin Cities Mobile Market: Wilder Food Support Benefits/Food Help Line Gardens in a Box: Horticultural Society Veggie give aways Firefighter follow-ups assess for hunger Veggie Rx pilot programs for children Family Meal nights at Cimarron Better Shelf for Better Health Partnership
Better Shelf for Better Health Partnership Project Valley Outreach food shelf PowerUp (HealthPartners/Lakeview) Goal: To change the food shelf experience, in a comprehensive and clientcentered way, to create a better food shelf, better nutrition, and better health.
PowerUp and Bear Power Purpose: Community-based initiatives, to make better eating and physical activity easy, fun, and popular so youth can reach their full potential. Multi-level initiatives including environment change, community engagement and programs. Shared leadership with specific communities
Where Valley-wide is PowerUp? Reach Amery White Bear Lake
PowerUp Messages and Countdown Messages that Matter Fun, positive, kidfriendly message. Covers the keys to prevention. Based on 5-2-1-0 message. Consistent messages magnify all health efforts.
Messages are Positive and FUN Food versus nutrients. Play versus exercise Fun versus should Invitation vs. command Ideas versus advice Kid-friendly Solution-oriented
A Super Hero Chomp
PowerUp Food Criteria Others Better Best Low in Nutrients Highly Processed Added sugars, fat, salt Many ingredients and additives Refined grains High in Nutrients Less Processed Less added sugars, fat, salt Fewer ingredients and additives Partial whole grains High in Nutrients Fresh and minimally processed Little added sugars, fat, salt A few simple ingredients Whole grains Fruit and vegetables
PowerUp Food Criteria
PowerUp Food Criteria < 7-10 grams of added sugar Not including naturally occuring sugar
Community food shelf serving more than 400 households per month, 80% with children. Expertise: ohunger relief and client and volunteer relations ofood shelf operations Community-wide initiative to make better eating and physical activity easy, fun and popular so kids can reach their full potential. Expertise: Health, nutrition and food environment change Health promotion Behavior change Food banks Gardens Public Health Extension others Better Shelf for Better Health Shared Goals Better food for better health Client-centered Collaborate and partner
Why Food Shelves? Food Shelf clients*: 88% get half or more of their fruits and vegetables from food shelf. How many of the fruits and vegetables in your home come from the food shelf? Half 23% Almost None 2% Less Than Half 10% Almost All 40% More Than Half 25% *Valley Outreach client survey, June 2014
Why Food Shelves? Not Interested 2% Somewhat Interested 19% How interested are you in eating healthier for you and your family? Very Interested 79%
Potential client barriers to eating healthy foods xx
Creating a Better Shelf for Better Health
Better Shelf for Better Health Approach 1. Shopping Lists: change the categories and quantities of food that clients can choose 2. Layout: change the arrangement to promote healthy foods 3. Promotion: visually emphasize better choices 4. Education: positive, empowering approach based on client feedback 5. Inventory: change food sourcing and storage to sustain changes including donations
Food Shelf System Change Positively Influence Clients' Food Access and Choices
We are all shoppers Everyone wants to make their own choices Choices are shaped by external forces culture, surroundings, systems Learn from the experts Product: Eat more foods, primarily fruits and veggies Price: Make Eat Less foods compete within groups Promotion: Positive, compelling, not preachy or should Placement: Eat more foods more visible and emphasized
Marketing and Behavioral Economics Influence choices with marketing and nudging : Choice is Essential: Coerced = React and do the opposite. Ownership of decision= enjoyment of the outcome. Marketing works: Product: Set food priorities based on nutrition. Placement: Arrange to emphasize priority/healthy foods Price: Review price for priority foods, competition vs. automatic Promotion: Promote priority/healthy foods in a positive and compelling way Policy/Politics:
Rethinking Shopping Lists Product and Price More Fruits and vegs (5 a day) Whole grains Less highly processed foods. Competition Categories increase or decrease competition Same # of food items.
Layout and Promotion
Layout and Promotion
The Message
Education and Food Shelf Client Interest* Clients are MOST interested in: Receiving recipes with simple steps and ingredients Signs at the Food Shelf with healthy eating tips Clients are LESS/NOT interested in: Learning to use specific foods (except for beans) Watching videos that teach about healthy eating Speaking with a dietitian Taking a cooking class *Valley Outreach client survey, June 2014
Inventory and Sourcing=Sustainability Storage space to stock up on healthy non perishable foods when available Systems to move perishable produce quickly Actively seek sources of more nutritious foods Spend more on healthy foods and limit spending on less healthy foods
Donor Education=Sustainability
Better Shelf For Better Health Results $28,000 Expenses for Healthy vs. Less Healthy Food Groupings by FY* $23,000 $18,000 $9,445 Less Healthy $13,000 Healthy $10,246 $8,000 $14,372 $3,000 $5,575 2012/2013 2013/2014 Fiscal Year: Oct. 2012-Sept. 2013 & Oct. 2013- Sept. 2014
Better Shelf For Better Health Results Expenses for Selected Healthy vs. Less Healthy Food Items by FY* $5,000 $4,742 $4,500 $4,000 $3,500 $3,403 $3,000 $3,087 $2,921 $2,749 $2,637 2012-2013 $2,500 $2,142 $2,361 $2,356 $2,276 $2,000 $1,729 $1,665 2013-2014 $1,500 $1,000 $500 $1,295 $545 $325 $847 $648 $754 $1,047 $1,299 $811 $- $- *Fiscal Year: Oct-Sept
Better Shelf For Better Health Results Quantity of Selected Healthy vs. Less Healthy Foods by FY* 22420 20500 15500 16588 15130 2012/2013 10500 10921 10326 10360 2013/2014 5500 500 2535 4308 3218 4695 2764 4179 1896 3868 2597 2664 2844 876 900 1308 **33% decrease in baked beans and pork & bean s
Replication: Bear Power
Questions and Discussion Liz Riley Director of Programs Valley Outreach 651.342.5552 liz.riley@valleyoutreachmn.org Marna Canterbury Director of Community Health Lakeview Health Foundation HealthPartners 651.430.8733 Marna.M.Canterbury@Lakeview.org