focus group & grocer interview summaries...
TRANSCRIPT
South Dakota Consumer Research Report
Focus Group & Grocer Interview Summaries Regarding Fruit & Vegetables
Prepared for Healthy SD, South Dakota Department of Health by Hot Pink, Ink, Rapid City, SD
Fall 2011
Table of ConTenTs
executive summary ......................................................................................................................... i
Moderator’s Guide ........................................................................................................................ ii
Report #1 ....................................................................................................................................... 1 SiouxFallsA SiouxFallsB RapidCityA RapidCityB
Report #2 ..................................................................................................................................... 10 One-On-OneOn-SiteInterviewswithSouthDakotaGrocers
Report #3 ..................................................................................................................................... 18 RapidCityFacebookUsersA RapidCityFacebookUsersB
Report #4 .................................................................................................................................... 26 AmericanIndiangroup
appendix a SampleCreative
appendix b GroceryStoreLocations
i
exeCuTive suMMaRy
Research objectiveThereisanexistingbodyofnationallybasedsurveillancedatapointingtofruitandvegetableconsumptionpatternswhichidentifiesSouthDakotaashavingthelowestpercentageofadultsconsumingvegetablesthreeormoretimesperday,oneofthelowestfruitintakepercentages,aswellasadownwardtrendoverthelasttenyears.AsmallamountofSouthDakotaspecificformativeassessmentverifiesthesefindingstosomeextent,butdoesnotgivemuchinsightastowhySouthDakotarankssolow.
ThepurposeoftheconsumerresearchsummarizedhereinistoassistintheidentificationspecificresistancepointsamongSouthDakotansandbeaspringboardforthedevelopmentofstrategiestoimprovetheconsumptionoffruitsandvegetablesinSouthDakota.
overview & RationaleThenationalresearchindicatesasomewhatpredictablepattern.Healthydietsaremorelikelytobefoundamongupperincomeandwell-educatedpopulationswithaccesstoabettervarietyoffoodandmorecompetitiveshoppingopportunities,whileamongthosewhoarepoor,rural,andlesswelleducated,fruitandvegetableintakeislowerandtheincidenceofdiabetes,obesity,andotherdiet-relatedproblemsishigher.Giventhepredominatelyruralgeographyandlowerthanaveragehouseholdincomelevels,SouthDakotansmayfacesomeuniquechallengesnotonlyintermsofaccessandavailability,butalsointermsofoveralleducation,andquitesimply,daytodayfamiliaritywithfruitandvegetablesasourculturalhabitswithregardtoeatingmaybereflectiveofthepredominatelygrainbasedcropsgrownherecombinedwithalimitedgrowingseason.
AseriesofeightfocusgroupswereconductedwithavarietyofSouthDakotaaudiencesdesignedtoincludeacrosssectionofruralandmetropolitangroupsofbothlowandmiddleincomelevelsfrombothsidesofthestate.OnesessionwascomprisedofAmericanIndians,andonesessionwasdesignedtocollectdatafromgrocersacrossthestate.
Pleasenotethattheprimarypurposeoffocusgroupresearchistogetasenseofsomeoftheemotionaltriggersandvaluesatisfactionsparticipantshavewithregardtoconsumptionoffruitandvegetables.Aswithallfocusgroupsessions,alistofquestionswasusedasaguideforinformationgathering,yettheconversationwasfluidandtheexactnumberofquestionsaskedwasatthediscretionofthemoderator.PleaseseetheModerator’sGuideusedforthesesessionsonthefollowingpage.
Asasecondcomponenttotheinitialfocusgroupresearchoutlinedinthisreport,astatewideconsumerpollhasalsobeendevelopedtoallowforcrossreferenceoftheattitudes,habits,andpatternswithregardtofruitandvegetableconsumptioninSouthDakota.
ii
ModeRaToR’s Guide
FruitandVegetableInitiative
i. introduction
A.ExplanationoffocusgrouptechniqueB.IntroductionoftopictobediscussedC.Introductionofparticipants—name,occupation,household
composition(numberofadults;childrenbyage)ii. Grocery shopping Patterns
A.Howoftendoyoushopforgroceries?B.Whatdetermineshowoftenyoushop?C.Doyoudoallyourshoppingatoneplace?Whydoyoushopthere?D.Ifmorethanone,howdoyoudecidewheretoshop?
iii. Meal Preparation (for each, probe for mention of fruits, vegetables, grain, meat, dairy, snack foods, and beverages).
A.Whatisyourtypicalbreakfast?Doesitdifferbyfamilymember?B.Isthemid-daymealservedathome?Ifnot,where?Whatisatypicalmeal?C.Doesyourfamilyeattogetheratsuppertime?Whatisatypicalmeal?
iv. specific inquiry: Consumption of fruits and vegetables
A.Whyisitimportanttohavesufficientfruitsandvegetablesinthediet?B.Whatquantityperday(servings)isrecommended?C.Whatbarriers,ifany,existtomakeitlesslikelythatminimallevelwillbereached?
v. Probes and elaboration
A.Availability---seasonalvariations,findingfreshproduce,keepingitfreshB.Cost---highcostevenwheninseason,costoffresh,frozenandcanneditemsC.FamilymemberfoodpreferencesD.PreparationtimeE.Recipecomplexity,unfamiliaritywithwaystoprepare
vi. suggestions for Counteracting each deterrent listed abovevii. imagine you are all members of a committee convened to come up with a program designed
to encourage south dakotans to include more fruits and vegetables in their diet. What would the program look like? What messages would you try to get across to people in print, on television or some other way?
iii
(Moderatorasksgrouptoappointachairperson,instructsthemtospendtenminutesexchangingideas,andleavestoconsultwithviewersonothersideofthemirror.)viii. de-briefing
A.Whatdidyoucomeupwith?Whydoyouthinkitwillbeeffective?Howaboutyou,willyouchangeyoureatinghabitsandthoseofotherfamilymembersafterthisdiscussiontonight?Whyorwhynot?
Please noTe: SamplecreativewasnotavailablefortheSiouxFallsfocusgroupsorFacebookuserssessions,butwasdiscussedwithallothergroupsduringtheProbesandElaborationportionoftheinterviews.
ResearchReport#1
ConsumerFocusGroupsRegardingFruitsandVegetables
SiouxFallsA&BRapidCityA&B
2
introduction
GovernmentstatisticsindicatethatSouthDakotacurrentlyranksnearthemiddlewithregardtoadultobesity,aconditionassociatedwithabnormallyhighincidenceofdiabetes,heartattacks,andhypertension.Oneprominentcauseofobesityispoornutrition—inparticularadietdeficientoffruitsandvegetables.
Amarketingresearchprogramhasbeeninitiatedtoexploreattitudesandbehaviorregardingthepurchaseandconsumptionofproduce.OneaspectoftheresearchprograminvolvedfocusgroupdiscussionswithconsumersinSiouxFallsandRapidCity.
Twogroupsessionsinvolvingelevenortwelvewomeneachwereheldinthetwocities.Onegroupineachcityinvolvedpeopleearningafamilyincomelessthan$35,000and/orreceivingfoodstamps.Theothergroupwascomprisedofwomenwhosefamiliesearnedbetween$35,000and$75,000.
Eachparticipantqualifiedforagrouponthebasisthatshewastheprincipalgroceryshopperandmealpreparerinthehouseholdandhadoneormorechildrenaged5to18livingathome.
TheSiouxFallsgroupsessionswereheldintheofficesofAmericanPublicOpiniononSeptember22,2011.RapidCitygroupsessionstookplaceattheRushmorePlazaHolidayInnonOctober24,2011.AllgroupsweremoderatedbyDavidF.Miller,Ph.D.,amarketingpsychologist.
a Word of Caution
Focusgroupsareaqualitativeresearchtechnique.Theyareexploratorybynature.Theyinvolvesmallgroupsofsubjects.Questioningdoesnotfollowastrictformbutratherconsistsofawide-rangingdialoguebetweenatrainedprofessionalandgroupparticipants.Theinformationgatheredfromsuchgroupsessionscanprovidevaluableinsights,butfindingsshouldbeconsideredashypothesestobeconfirmedbyquantitativeresearchsuchasapublicopinionsurvey.
Grocery shopping Patterns
Wenotesomevariationinshoppingpatterns,withgrocerystorevisitsrangingfromtwiceaweektoonceamonth.Onaverage,peoplemakeonemainvisitperweek,pickingupthebulkoftheirgroceryneeds,supplementedonoccasionbyasecondvisittopickupforgottenitems,replenishfast-movingfoods,orpurchaseperishableitemssuchasfruitsandvegetablesandmilk.
Onlyafewpeoplemakeonevisitamonth.Onewomanplanshermenufortheentiremonthandconstructsashoppinglistthatenableshertogeteverythingsheneedsinasingletriptothegrocerystore.Othersarenotassystematicbutstillmanagetofilltheirneedsbyshoppingnomorethantwiceamonth.
InSiouxFalls,somewomenreportedthattheymakebulkpurchasesofcertainitemsatSam’sCluborWalmartbecausethepricingisattractive.ThentheycompletetheirshoppingatHy-Vee.
3
Meal Consumption Patterns
Therewasatimewhenallfamilymembersatemealstogether,butthatisrarelythecasethesedays.Familydiningmostoftenoccursatsuppertime,buteventhenfamilymembersmaynotallgatheratthetableatthesametimeduetodifferingschedules.Forexample,ahighschoolstudentmightstayatschoolforsportspracticeormusic-relatedactivities.Themotherwillservetheeveningmealtotheyoungerchildrenandthenhavea“secondsitting”whentheteenagerarriveshome.
Atbreakfasttimewegettheimpressionofaflurryofactivityaseachfamilymemberpreparesfortheday’sactivities.Mothermayconcentrateonpackingherchildren’slunchandwaituntilthey’reoutthedoorbeforemakingherownmeal.Ifshehasajoboutsidethehomeshemaygrabsomethingtoeatonthejob,orshemayskipthatmealaltogether.Insomehouseholdseachchildisresponsibleformakinghisownbreakfast,whichoftenconsistsofwhatevercanbeassembledintheshortestperiodoftimewithoutregardtonutritionalvalue.
Indiscussingtypicalbreakfastfare,peoplementionfruitsonlyrarely.Mostfrequentlytheymentionfruitjuice,butthisisbynomeansacommonitematthebreakfasttable.Moreoften,peoplereportservinghotorcoldcereal,breadproducts,andcoffeeormilk.
Typicallylunchisconsumedindividuallyratherthanasafamily.Oneexceptioniswhenthestay-at-homemomserveslunchtoherpreschoolerswhilegrabbingsomethingforherself.Schoolagechildrenusuallyeattheirmealsatschool,butnotalwaysthecafeteriafare.Manymothersinbothcitiessaidtheysendchildrenofftoschoolwithalunchintheirbackpack.Thiswascommonplacewhentheschoolsentanadvancemenutoparents.Motherandchildwouldreviewthemenuandthechildwould,ineffect,dictatethatnothingonthenextday’smenuappealedtohim.Whereassomemotherssay,ineffect,“That’stough,kid,”othersindulgetheirchildren’spreferencesandprepareasubstitutemeal.Sometimesit’salunchmeatsandwich.Othertimesitmaybemorehealthfulitemssuchasanapple,fruitcup,oryogurt.
Whetherathomeorattheirworkplace,manymotherseatasaladthatprovidestheonlyvegetablecontentatmidday.Somedon’tevengetasalad,preferringinsteadtopickupsomethingatafast-foodtake-outwindow.
Dinnertimeoffersthebestopportunitytocloseinonthetargetoffiveservingsoffruitsandvegetablesperday.Somefamiliesdoinfactincludefresh,frozen,orcannedvegetables.Toooften,though,theeveningmealwillconsistofapastadishorbowlofchili.Thesemealsareeasytoprepare,they’repopularwithfamilymembers,theycanbemadeinlargequantitiestoprovideformultiplemeals---andtheingredientsarerelativelycheap.
Consumptionoffruitsandvegetablesincreasesduringsummerandearlyfallwhentheseitemsareingreatersupply.ButSouthDakota’srelativelyshortgrowingseasonmeansthatconsumersmustpaysignificantlyhigherpricesfortheseproductswhentheyaregrownelsewhereandshippedin.Ratherthanpaytheelevatedprice,lowerincomefamiliessimplystopbuyingtheseproducts.
Anotherproblemwithstore-boughtvegetablesisthehiddencostduetospoilage.Incontrasttofrozenandcannedvegetables,ifthefreshvegetablesarenotconsumedrapidly,theywillsoonbecome
4
inedibleandwillhavetobethrownaway.Thismaypromptasecondvisittoastoreduringtheweektopickupfreshervegetables,butthisisinconvenientifthepurchaseofvegetablesistheonlyreasonforschedulingareturntrip.
Inbothcities,severalwomenreportedthattheymaintaintheirowngardens,growingtomatoes,cucumbers,peppers,andcarrots.ASiouxFallswomanhaswhatshecallsa“salsagarden,”withtomatoes,onions,andtwopeppervarieties.Thesehomegardensrepresentaplentifulsourceofinexpensive,fresh,andnutritiousfoodduringthegrowingmonths.Anotherwomanwhomaintainsagardengatherswithherfriendstostageabigcanningoperationinherkitchen.Theymakeasocialoccasionoutofit.
InSiouxFalls,severalwomenonfoodstampssaidtheyareoftenofferedproducethatacquaintanceshavegrownintheirgardenbutdon’tneedfortheirowntable.
importance of a Healthy diet
Peoplenodknowinglywhentheyhearthateveryoneshouldhaveatleastfiveservingsoffruitandvegetables.Yetmanyseemtotaketheattitudethatitmaybeavalidgoalbutisn’timportantenoughtoinfluencethedietthattheirfamilyisusedto.
Whenaskedtoarticulatethereasonthatadequateportionsoffruitsandvegetablesareimportant,mostarehesitanttoventureanopinion.InRapidCity,afterthegroupponderedthequestion,onewomanmentionedthatthesefoodsaregoodsourcesofvitaminsandcontributetoone’senergylevel.Anaddedbenefit,shepointsout,isthatsuchfoodsareagoodsourceoffiberandthuskeeppeople“regular.”Thelinkbetweenpoornutritionandobesitydoesnotcomequicklytowomen’sminds.Manydonotseethatconnectionatall.Ifpressed,theyacknowledgethatfoodsrichincarbohydrateslikepastaandpizzacanaddpounds,buttheyarelessreadytoconcludethatsubstitutionoffruitsandvegetablesforthoseotherproductswillpreventobesity.
People’sreactionstofruitsdifferfromthewaytheyfeelaboutvegetables.Fruitsareaneasiersell,perhapsbecauseoftheirgreatersugarcontent.Theytastegoodwhereasvegetablesareanacquiredtaste.OneSiouxFallsmotheremphasizesthedifferencebysayingthatbreast-fedbabiesareaccustomedtotheslightlysweettasteofmother’smilkandthereforewilltakemorereadilytosugaryfruitpureethanpuréedvegetables.Shedeliberatelyfedherinfantvegetablesbeforeintroducingfruitsothatthechildcouldbecomeaccustomedtothetasteofvegetables.
Motherswhomakeconscientiouseffortstogetchildrentoeatvegetableswillusevariousploys.Forexample,oneplacesthevegetablesinthesectionoftheplateclosesttothechild.Anotherrequiresherchildrentotryavegetabletwice,attwodifferentmeals,beforeitisnolongerrequired.Otherparentsresorttobribery:Eatyourbroccolioryouwon’tgetasnack.
Mothersresorttoslytrickstogettheirchildrentoeatvegetables.ASiouxFallsmotheraddsbroccolitoherhamburgersinaploythatshereferredtoas“stealthcooking.”ARapidCitymothermixesvegetablesintoherspaghetti.Anotherwomancastsasideallsubtlety.Shedesignatesonenightaweekasvegetablenight,whetherherfamilylikesitornot.
5
ASiouxFallsmotherfindsitamusingthat,whenshetakesherdaughtertoBurgerKing,thechildasksforapplefries.IntruththeyarenotafriedfoodbutratherrawapplesslicedandpackagedtolooklikeFrenchfriedpotatoes.Inthisinstanceitappearsthatthepackagingandpresentationholdsthekeytothechild’sacceptanceofthisnutritioussnack.
Inshort,manymothersfeelthatservingvegetablesisanobligation—somethingtheyOUGHTtodowhetherornottheyorfamilymemberslikeit.Itmaybeagoodideaintheory,theyseemtosay,butthey’renottotallyconvincedthatitwillmakeasignificantdifferenceintheirfamilymembers’health.
Itdefiesexplanation,butwesensedasharpdifferenceinattitudebetweentheSiouxFallsandRapidCitywomen.InSiouxFallsitseemedthatparentsaswellastheirchildrenshiedawayfromfruitsandvegetables.Moreaccurately,theygravitatedtowardpasta,pizza,andwhattheythemselvestermedas“junkfood.”WomeninRapidCityweremorehealth-conscious.Theygavetheimpressionofbeingdisturbedatthelackoffruitsandvegetablesintheirfamily’sdietandweregenuineinlookingforawaytocorrectthesituation.
Twowomen,oneineachcity,subscribetoanInternet-basedmenuplanningprogram.ItisactivelypromotedbyDaveRamsey,aradiopersonalityandInternetbasedexpertinpersonalfinance.Themenuprogram,availableatwww.e-mealz.com,takesintoaccountthesubscriber’smenuobjectives(gluten-free,vegetarian,low-fat,etc.),thesizeofthefamily,andstoresinthesubscriber’sshoppingarea.Itthenprovidesamenuplan,indicatinghowmuchthefamilywillspendifpurchasestakeadvantageofcurrentpricesatWalmart,Safeway,etc.Theservicecosts$5/week.Thetwosubscribersareconfidentthatcostismorethanoffsetbysavingsatthecheck-outcounter.
other deterrents to Produce Consumption
Asnoted,womeninbothcitiescitecostandpersonaltastesasreasonsforfallingshortofnutritionalguidelinesforproduceconsumption.Otherfactorsplayaroleaswell.
Tosomeextentconvenienceplaysarole.Ittakesnotimeatalltoemptythecontentsofapackageandcookupenoughrice,chili,orpastatofeedthefamilyforonemealandmaybetwoorthree.Vegetablesrequiremoretimeandattention.Frozenvegetables,womennote,areanexception.Puttheminthemicrowaveinacoupleofminutesandthey’rereadytoserve.Butfrozenfoodsareexpensive.
Weaskedwhetherpeoplefeelcomfortablecookingvegetables,ordotheyneedsomehelpinthatrespect.Thisdoesn’tappeartobeamajordeterrenttopurchase,exceptinthecaseoflessfamiliarvegetablessuchasbrusselssprouts,eggplant,andrutabagas.Inthoseinstances,womensay,theyarenotlikelytobuyunlesstheylearnmoreabouthowtoprepareit.Wewillhavemoretoaddabouttheroleofrecipeslaterinthereport.
Womenadmitthatconvenienceplaysaroleinanotherway.Theyleadhecticlives,jugglingoneortwopayingjobswithchild-rearing.Theyspendalotoftimeintheirautomobile,runningerrands,drivingfromhometoworkandbackagainandchauffeuringkidstoafter-schoolactivities.Thiscanmakeforanexhaustingday.HowmucheasieritistostopoffatMcDonald’sonthewaytoasoccergameandeatahamburgerandfriesinthecar.Orpickupapizzaforconsumptionathome.
6
Reaction to Munch Code
Visitorstothewebsite,www.Healthysd.gov,canaccessachild’sgamedesignedtoincreaseknowledgeaboutnutrition.Picturesofvarioussnackfoodsthechildmightfindataconcessionstandaredisplayed.Onthesamescreenarethreecircles---green,yellow,andred.Thecolorswereselecteddeliberatelytoremindpeopleofatrafficlight.Childrenarechallengedtoshowtheirfoodsavvybydraggingeachsnacktoitsappropriatecircle,wheregreenmeansgoodforyou,redmeansitshouldbeeateninmoderation,andyellowfitssomewhereinbetween.Childrenreceiveaudiblecongratulationsfromthecomputerwhentheymakethecorrectchoices.
InRapidCitythemoderatorshowedastoryboardaswellasaposterthatdisplayedsnacksandthethreecircles.Womenapplaudtherationalebehindthenutritiongame.Whetherseenonthewebsiteorintheformofpostersatconcessionstands,ithasthepotentialtoinformkidsaboutsomebasicprinciplesofgoodnutrition.InbothRapidCitysessions,womenexposedtothegraphicsaidtherewasroomformisinterpretationofthecolorscheme.Itmightnotcreateaproblemforolderchildren,theysay,butthere’sariskthatyoungerchildrenwillconfusethecolorofthecircleswiththecolorofasnack.Atomatoisred,thereasoninggoes,soitgoesintheredcircle,theonethatcautionsagainsteatingtoomuchofthatitem.
Recall of and Reaction to yuM Psa
IntheSiouxFallsfocusgroupsnoonereportedseeingtheYUMPSA.ThePSAwasscreenedforparticipantsintheRapidCitygroupsessions.Againnoonerecalledtheadbutallwerefavorablydisposedtowardit.Itwasdescribedasupbeat,funtowatch,colorful,andlikelytoattracttheattentionofayoungaudience.Theynotedthereferenceto“askforSouthDakota-grown”andlikedthephrase,butineachgroupsomeoneaskedwhereinthestoretheSouthDakotaitemswerelocated.Forfullimpact,then,itwillbenecessarytohavepoint-of-salesignageofsomesort.(Inaseparatereportoninterviewswithgrocers,weconfirmedthatmostalreadyusesignagetoidentify“locallygrown”produce.)
additional Communication Messages
TheRapidCitysessionsofferedanopportunitytopre-testalternativecommunicationapproaches.Onemessagereversesrolesofparentandchild.Itshowsayoungboyorgirlpersuadingaparenttotryavegetablebyextendingitonaforkandusingtheveryverbiagethatparentshaveusedtocajoletheirchildrenintotryinganewfood.Oftwoalternativelayouts,peoplemorereadilyacceptedonethatshowedalittleboydressedasachef.Itremindsthatchildrenwouldbemorereceptivetohealthfulfoodiftheyhadahandinpreparingit.
Groupparticipantsfoundtheconceptamusingandfelttheirchildrenwouldfindthemessagehilarious.Onesuggestionforimprovementinvolvesthesubstitutionofavegetablelikebroccoliinplaceofastrawberrybecausesomeonewouldneednopersuasiontoeatastrawberrybutmightbalkatbroccoli.
Aseriesoftestbillboardstriedalternativeapproachestogoodnutrition.Offivetestedmessages,womenweremostreceptivetoonewiththeline,“Nation’sperfectweightlossprogram.”Theyrejectedanother
7
thatreferredtofruitsandvegetablesastheidealdietpill.Theyhavenoquarrelwithaprogramtohelppeopleloseweight.Theysimplyfeelthatuseofthewordpillisnotthebestwaytogetacrossthethoughtthatfruitsandvegetablesaregoodtoeat.
Twootherbillboardideaswererejectedbecausetheclothesthewomenworeweretooprovocative.Anadditionalone,withthecaption“O-o-o-openupwide”waswellreceivedexceptthattheyoungchildportrayedinthebillboardappearedtobewearingheavylipstick.Reactionstoallthreemightbemorepositiveiftheillustrationsweremodified.
Onepersonadvisedthatthepeopleportrayedintheillustrationsshouldincludeallsegmentsofthepopulation.SheintimatedthatAmericanIndiansarethegroupmostinneedofaconversiontohealthiereatingpatterns.
Coupons and Recipes
Apotentialincentivetopurchasemorefruitsandvegetableswouldbecouponsaccompaniedbyrecipesthatprovideinstructionsforpreparingthesefoods.ThistopicwasintroducedintheSiouxFallsgroupsessions.InRapidCity,wewentonestepfurther,showingsamplecouponswithrecipesattached.
Groupparticipantsreactedpositivelytothisconcept.Foodstamprecipientsvisualizedthatthecoupons,perhapsworthadollarortwooffaparticularproduct,wouldbepartoftheregularlymonthlymailing.Therecipewouldserveasafurtherstimulustocouponuse.Itwouldeducatetheconsumerastowhatthefinishedproductwouldbelike,whatotheringredientsarerequired,andhoweasyorcomplicatedthedishwillbetoprepare.
OneexampleshowninRapidCityinvolvedcollardgreens.AtraditionalSoutherndish,itwasnotfamiliartomostgroupmembers.Theysaidtheywouldnotlikelybuycollardgreensiftheydidn’tknowwhattheytastedlikeandwhatwasinvolvedintermsoftimeandingredients.Thecouponandrecipewouldgoalongwaytowardpromptingthemtotrythisvegetable.
ThosefamiliarwiththepopularWICprogramseesomesimilaritybetweenWICandtheprogramdescribedabove.SomesuggestthattheWICconcept,currentlyrestrictedtolow-incomemotherswithsmallchildren,shouldbeextendedtoallfoodstamprecipients.Thatwouldbeastrongincentivetobuyfruitsandvegetables.
Whenthemiddle-incomegroupinSiouxFallswasgiventheassignmentofdevisingmethodsforincreasingconsumptionoffruitsandvegetables,theyconcentratedalltheirattentiononcoupons.Asagrouptheydecideditwouldbebestifthecouponswerenotproduct-specific.Thatis,theycouldbeappliedtoapples,collardgreens,carrots,oranythingelseintheproducedepartment.Undersuchcircumstances,onewomanacknowledged,theyweremorelikelytoredeemthecoupononsomethingtheyroutinelybuy(likeapples)becausetheydon’thavetobuytheotheringredientsspecifiedintherecipe.
SeveralpeoplerejectthenotionthatcouponsshouldbeofferedontheInternet.Afewdon’thavecomputers;othershaveacomputerbutnoprinter.Inanycasetheyseeitaslessconvenientthanif
8
couponsweremailedtothemoravailableattheirregularstore.OnepersoninRapidCityvisualizedarowofmachineseachspittingoutacouponforadifferentvegetable.Anothersuggestedthatcouponinformationbeenteredonthestoreaffinitycardsothatthediscountedpricewouldautomaticallybechargedatthecheck-outcounter.
Cooking demonstrations
Whatifthesecouponsweredistributedaspartofanactualcookingdemonstrationinthestore?Thisideadoesn’tgetuniversalacceptance.Asonewomanarticulated,whenshegoesshopping,oftenwithsmallchildrenintow,shehasneithertimenorpatiencetowatchacookingdemonstration.Shewantstogetinandoutasfastaspossible.Shehashershoppinglistandisn’tlikelytoaddanotheritemonawhim.Better,shesays,thatshetakeacouponhome,studytherecipeandthendecidewhethertoaddthatitemtohernextshoppinglist.
Asanextensionoftheideaofin-storedemonstrations,thelower-incomegroupinRapidCitycameupwithaplanforano-chargeeventwherewomencanlearnaboutunfamiliarfoodsandhowtopreparethem.They’dliketoseethisasasocialeventaswellasaneducationalexperience.Itshouldbefun,sothatattendeeswillpersuadetheirfriendstoattendfuturesessions.Anopportunitytoswaprecipeswithotherattendeescouldaddtothefunandeducationalvalue.Inclusionoffreechildcarewillremoveabarriertoattendance.Theydidn’tspecifywheretheseeventswouldbeheld;ifpromotedwidely,itwouldprobablyhavetobeheldinaseparatelocationratherthaninstores.
Conclusions
Attitudesandbehaviorwon’tchangeovernight.Eventhemostaggressiveandinnovativeprogramtochangeeatinghabitswilltaketime.Yettherearehopefulsignsfromourconversationswithconsumersthatthetidecanbeturned.Firstwelistthechallenges.Thenwe’llpresentseveralwaystoincreaseconsumptionoffruitsandvegetablesandtherebyreduceobesityinthestate.
•Challenge#1:Thisistheeraofmulti-tasking.Therearemoretwo-earnerfamiliesthaneverbefore.There’salsoagrowingnumberofsingle-parentfamilieswhereonepersonmustundertakeallthedutiesthatotherwisewouldbesharedbytwoadults.Peopleareconstantlyshortontimeastheyjugglecareerwithfamilylife.Insuchcircumstancesitistemptingtorelyonmealpreparationthatisbothquickandconvenient.
•Challenge#2:Peoplehaveavagueawarenessthatfruitsandvegetablesaregoodforthemandtheirfamily,buttheyhaven’tgraspedtheconnectionbetweeninsufficientamountsintheirdietsandincidenceofobesity.Theyhaveinternalizedthethoughtthattheyshouldbeservingmorehealthfulmealsbutareunawareoftheconsequencesoffollowingtheirpresentdiet.
•Challenge#3:Womenareconvincedthattheycanservemealstotheirfamilycheaperifthey’rebasedonitemslikepastaandpizzathanonfruitsandvegetables.Thoseinthelowtomiddleincomegroupfeeltheycan’taffordtobuyproduceinlargequantities.
•Challenge#4:Intheopinionofgroupparticipants,schoolsarenotdoingagoodjobofencouragingkidstoeatahealthynoontimemeal.Fewvegetablesareavailableandthemealportionsaresmallerthantheyrecallinthepast.Asaconsequence,thisargumentgoes,childrenarestillhungryafterlunchandgorgethemselvesonsnackfoodslaterintheafternoon.
9
•Challenge#5:ThoughSouthDakotaislargelyanagriculturalstate,cropproductioncentersongrainsratherthanvegetables.Thisfact,coupledwithashortgrowingseason,meansthatfruitsandvegetablesmustbeimportedfromotherstates,makingthemlessfreshandmoreexpensivewhentheyfinallyshowupinstores.
•Challenge#6:ConsumersliketheideaofSouthDakota-grownproducebutdon’tknowhowtofinditinthestore.
Potential steps toward better nutrition:
•Developanintensivecommunicationprogramdesignedtoemphasizethelinkbetweengoodnutritionandobesity.Createaddedpersuasionpowerbyspellingouttheconsequencesofobesity—diabetes,hypertension,andheartdisease.Thissecondstepisessentialtosuccess,sincemanypeoplethinktheonlynegativesassociatedwithobesityarephysicalappearanceandreducedenergylevel.
•Explorewaystomakefruitsandvegetablesmoreaffordable.TheprototypeforthiseffortisWIC,whichissuesvouchersthatcanonlybeusedforfruitsandvegetables.Ifthismodestprogramwereextendedbeyonditspresentrecipientbase(low-incomemotherswithsmallchildren),itwouldgiveconsumersafinancialincentivetobuymoreproduceandservetoremindthatthegovernmentisconcernedabouttheirwelfare.
•Increaseawarenessoffruitsandvegetablesandtheirbenefitbystagingpublicmeetingswheredietitiansandculinaryexpertsaddressthisissueanddemonstratehowtopreparehealthfulmealsathome.Onefoodstorechain,Hy-Vee,isdoingthisnow.
•Workwithschoolstoofferawiderselectionoffruitsandvegetablesfortheirluncheons.Explorewithschooldietitianswaystoaccomplishthisandstillstaywithincostguidelines.Bringbackhomeeconomicsintheclassroomsothatboysandgirlscanbecomebetteracquaintedwithfruitsandvegetableswhilelearninghowtomakedeliciousmealsfromthem.Extendtolowergradessothatsmallchildrencandiscovertheflavorfulnessofvegetablesbeforetheydevelopaprejudiceagainstthistypeoffood.
•Encouragethedevelopmentofhomegardens.Theytakeuplittlespaceyetcanprovideaconstantstreamofthefreshestproduceavailable---fromgardendirecttotable.Nomoreconcernaboutstore-boughtvegetablesspoilingandhavingtobethrownout.Involvechildreninthegardeningprocess.Theywilllearnaboutvegetablesandtakeprideineatingsomethingthattheyhavehelpedtogrow.
•Thephrase“SouthDakota-grown”haspositiveassociations.Itspositiveimpactwillbeincreasedbyaddingpoint-of-purchasesignage.Interviewswithgrocersindicatethattheyroutinelydesignateproduceas“locallygrown.”Thisisfineasfarasitgoesbutmayonlyberestrictedtovegetablesgrowninthatspecificcommunity.Astandardizedsignmentioningthestate,replacingthegrocer’sownsignandbroadeningitsusetorefertoproducegrownanywhereinthestate,willmoreeffectivelybuildinterestinfresh,affordableandtastyproducethathasn’tbeenshippedhalfwayacrossthecountry.
ResearchReport#2
GrocerOpinionsRegardingMarketingofFruitsandVegetables
11
introduction
GovernmentstatisticsindicatethatSouthDakotacurrentlyranksnearthemiddlewithregardtoadultobesity,aconditionassociatedwithabnormallyhighincidenceofdiabetes,heartattacks,andhypertension.Oneprominentcauseofobesityispoornutrition—inparticularadietdeficientoffruitsandvegetables.
Amarketingresearchprogramhasbeeninitiatedtoexploreattitudesandbehaviorwithrelationtothepurchaseandconsumptionofproduce.OneaspectoftheresearchprograminvolvedinterviewswithSouthDakotagrocerystoregeneralmanagersandproducemanagers.Intotal,27interviewswereconductedduringtheweekofOctober24,2011.Thestoresareidentifiedintheappendixtothisreport.AllinterviewswereconductedbyDavidF.Miller,Ph.D.,amarketingpsychologist.
Wefoundawiderangeofopinionsastothepossiblecausesoflowconsumptionoffruitsandvegetablesandanequallywiderangeofopinionsastothebestwaytoencouragegreaterconsumption.Theyaresummarizedinthesectionstofollow.Forsimplicity,allrespondents,regardlessoftheirtitles,willbereferredtoas“grocers.”
The Role of Convenience
Manygrocersciteconvenienceasthemajorfactorinlowratesofproducepurchases.AsaMissiongrocerputit,membersoftoday’syoungergenerationarenowpeople.Theyjustgrabandeat.They’llbuyanythingthatrequireslittleornopreparation.Othersagreethatitisagenerationalphenomenon.Parentsandgrandparentsgrewupinanatmospherewherethewholefamilygottogetheroverahome-cookeddinner.Incontrast,youngpeopletodayarelikelytobuytake-outfromafastfoodoutletontheirwayhomefromwork.
Thatbringsupanotherfactorintoday’sworldthat,grocerssay,hasaninfluenceoneatinghabits.Inthepasttherewasonewage-earnerinthefamily,usuallythemaleheadofhousehold.Thefemalemanagedthehome,tendedthechildrenandpreparedthemeals.Today,withtwowage-earners,it’sadifferentstory.Bothadultsareawayfromhomeduringworkinghours.Afterworktheymaybeinvolvedincartingtheirchildrentosoccerpracticeorbandrehearsals.Bythetimetheysettleinathome,theyaretiredandinnomoodtoprepareaneveningmealfromscratch.
AgrocerinArlington,locatedafewmilesfromBrookings,reportedthatmanycollegestudentslivethereinapartmentsandcondominiums.Hisimpressionisthattheydonomealpreparationatall,preferringtostopatafast-foodplaceonthewayfromcampus.
AMitchellgrocersaysthatMcDonald’srepresentsanattractivealternativetohome-cookedfood.Inhiswords,“Amothercanbuytwodollarmealsforherkidsandsay,‘Here,kids.Here’syourdinner.’”
Anotherindicationoftheroleofconvenience,accordingtoaHurongrocer,isthetendencyforconsumerstobuyfrozenvegetablesinsteadoffreshproduce.Theystillgetthenutritionalvalue.Theymaypayabitmore,butthepackagecanbepoppedintothemicrowaveandbereadytoserveinnotime.
12
The Role of Price
Grocersaresplitintheiropinionsabouttheroleofprice.Somesaythisisnodeterrenttosales.AMadisongrocermaintainsthatthesamefive-dollarbillthatsomeonespendsatMcDonald’scanbuyhealthfulfruitsandvegetablesathisstore.Balancingthatopinion,though,aSiouxFallsgrocersaysthathiscustomercanbuyawholemealatMcDonald’sforthepriceofabunchofgrapesathisstore.
AnArlingtongrocerdoesn’tfeelthathighpricescanexplainlowproducesalesathisstore.HesayshispricesarecheaperthanwhatWalmartchargesinnearbyBrookings.
AHurongrocertakesadifferentview.HesaysthatCaliforniavisitorsremarkabouthighproducepricescomparedtowhattheypayathome.Thereasonisclear:ShippingcostsareataminimuminCaliforniawhereasmostproduce,otherthanwhatisavailableduringSouthDakota’sshortgrowingseason,mustbeimported,typicallyfromTexasandCaliforniaandevenmoreremoteplaces,asinthecaseofbananasandothertropicalfruits.
The Role of food Preferences
Indiscussingalternativestofreshfruitandvegetables,manygrocersusethesamevocabulary.Theyrefersimplytojunkfood.AMissiongrocer,referringtohisreservationcustomers,says“Theylikethesweetstuff—sugarystuff.”Thatthoughtisechoedaroundthestate,indicatingthatthistendencyisbynomeansrestrictedtotheAmericanIndianpopulation.AHurongrocersaysthatMcDonald’ssellssaltandsugar.That’snaturallyattractivetohumans,hesays.“Ourbodiescravethemandsomedon’tknowhowtostop.”
Onceagainyoungpeopleareperceivedasleastlikelytoeatahealthydiet.AnotherMissiongrocersaysthathisyoungcustomersdon’tseemtogiveanythoughttogoodnutrition.Poorhealthisaproblemfortheveryold,theyreason,whereastheyareinfineshape.Hespeaksfromexperience,thisgrocersays.Asayoungmanhethoughtastheydoanddidn’tbothertoeatnutritiousmeals.Nowhesuffersfromdiabetesandisconvincedthatyoungmenandwomenwhoshopathisstoreareheadedforthesamefate.
Traditionaleatinghabitsplayacrucialroleinfoodpreferencesamongtheyoung.AFt.Thompsongrocer,locatedonthereservation,saysthatbadeatinghabitsgobacktoinfancy.Inhiswords,thetraditioncomes“fromthetop,”meaningtheelders.“Kidsareraisedonbeefjerky,”hesays.
ThegeographicallocationofSouthDakotaisacontributingfactor,accordingtoaBrookingsgrocer.“HereintheMidwestwe’reallmeat-and-potatoes,”hesays.He’sinranchingcountryandmealshavetraditionallybeencenteredonbeef,areadilyavailablecommodity.
The Role of education
Somegrocersexplainawayconsumeravoidanceoffruitsandvegetablesonthebasisofeducation.Toamplifythatthought,theymentionseveralaspectsofeducation.Somebelievethatthewordhasn’t
13
sunkinthat,tohaveaproperlybalanceddiet,familiesmustincludedailyintakeoffruitsandvegetables.Othersdon’tspecificallyreferencehealthconsiderationsbutsimplysaythatmanypeopleareinthehabitofeatingotherfoods.Theyhaven’tgrownupwithfruitsandvegetables.Nowthattheyareadultstheycontinueintheoldways,withtheconsequencethattheirchildrenalsodon’tbecomefamiliarwiththistypeoffood.
Schoolshavearoletoplayinbreakingthisdestructivecycle,somegrocerssay.InSturgis,thelocalpublicschoolbought$500worthoffruitsandvegetablesfromthestoreandservedunusualvegetablessuchasbeansproutsandparsnipstochildren.Thetheorywasthatthekidswouldwatchtoseehowtheyareprepared,tastethemandgohometotelltheirparentshowmuchtheyenjoyedthefood.
TheArlingtongrocerfeelsthatschoolscanplayanothervitalroleinsteeringchildrentowardgoodnutrition.Afatherofyoungsters,heexpressespleasurethattheschoolremovedsodapopvendingmachinesfromthelowergrades.
InMadisonthegrocerystorereceivesaweeklymenuoffoodstobesuppliedtotheKids’Pantry.Thisproject,supportedbybothprivateandpublicfunding,benefitschildrenwhocomefromimpoverishedhomes.Withparents’permission,apacketoffoodisplacedinthechild’sbackpackattheendoftheFridayschoolday.Accordingtothegrocer,thefoodcontainedwithinmaybetheonlyfoodavailabletothechilduntilheorshereturnstoschoolonMonday.Typicallythepacketwillincludeanapple,abanana,somecerealandanentréesuchasmacaroniandcheese.Asaconcessiontoachild’ssweettooth,acandybariscommonlyincluded.
AnindependentSiouxFallsgrocer,insumminguphisviewsontheneedtoeducateconsumers,saysthattheprocesshastostartwithchildren.Theolderapersongets,hemaintains,themoreingrainedarefoodhabits.
TheHy-Veechain,whichhassevenstoresinSiouxFalls,haspartneredwithcelebritychefCurtisStonetoproviderecipesforhealthfulfood.Therecipes,whichchangeregularly,areavailableatpointofpurchase.Asanexample,duringavisittoastoretheinterviewerpickeduparecipeforRoastedAcornSquashwithCiderDrizzle.
********
TothispointwehaveidentifiedfourfactorsthatmightexplainwhysomanySouthDakotansarenotgettingtherecommendedamountsoffruitsandvegetables:Convenience,price,foodpreferences,andeducation.Intheremainderofthisreportwediscussotherinformationgleanedfromdealerinterviewsthatbearonthechallengeofencouragingmorehealthfuldiets.
Possible solution: in-store demonstrations
Weaskedgrocerstoimaginethatateamcametotheirstoretosetupfooddemonstrations.Demonstratorswouldshowhowtopreparemealsfromfruitsandvegetableswithanemphasisonproducethatmaybelessfamiliartoconsumers.Thedemonstratorwouldhandoutsamples.Couponsmightbeavailabletopermittheconsumertopurchasethefruitorvegetableatanattractiveprice.
14
Almostwithoutexception,grocerssaidtheywouldhavenoobjectiontotheprogram.Infactsomesaidtheyhadtheirownprograms.TheSunshineFoodsoutletinHartforddemonstratedhowtosliceandserveAsianpearsandgavesamplestoconsumers.Theysoldalotofpearsthatdaybutnoticednolastingeffect.ASiouxFallsstorehasgivenpreparationdemonstrationsforpineapple,butagainwithnoperceptiblelong-termeffect.AgrocerinHuronwouldwelcometheprogrambutdoesnothavehighexpectationsforitsefficacy,reasoningthatthedemonstrationwouldaffecttoofewpeople.
AstoreinBrookingshasanon-sitedietitianwhogivesdemonstrationsthreetimesamonthandalsoonoccasionhasconvenedahealthfairwithspecialemphasisondiabetes.Theylackaquantitativemeasureoftheprogram’seffectiveness,butthefactthattheyarecontinuingitsuggeststhatitdoeshaveabeneficialeffect.
TheWalmartstoreinBrookingshasonoccasionscheduleddemonstrations.Arecentoneinvolvedmangoes.Ifanoutsidepartywantedtogiveademonstrationthatinvolvedcooking,though,itwouldrequireapprovalfromcorporateheadquarters.
Theadditionofin-storecouponscouldwellincreaseimmediatesalesofthefeaturedfruitorvegetable.Grocersenvisionacouponworth$1or$2offaproduct.Thiswouldgiveaddedencouragementtotheconsumerwhoisintriguedwiththefeaturedproduct.Repeatpurchases,ofcourse,willdependonsubsequentpricingaswellasthefamily’sreactiontoit.
Theonlygrocerwhoexpressedhesitationaboutallowingfooddemonstrationswasconcernedabouttheamountofrequiredspace,sincehiswasasmallneighborhoodstore.
Whetherconnectedwithfooddemonstrationsornot,couponsonproducemeetwithacoolreception.AHuronstorewouldacceptcouponsbutonlyiftheyareofferedin-store.ThegrocernolongeracceptscouponsfromtheInternetbecausetheyaretooeasytocounterfeit.
Insummary,grocershavenoobjectionstoin-storedemonstrationsbutareskepticalthattheywillhavenoticeableeffectonproducesales.
Possible solution: donation of Past-its-Prime Produce
Whatifpoorpeople,includingtheirchildren,couldhaveaccesstoproducewhichisstillediblebutpastitsprime?Wouldgrocersbewillingtoparticipateinacommunityprogramforthispurpose?
Toapproachthisquestionweaskedaboutspoilageintheproducedepartment.Somegrocersbecamedefensivewhenthetopiccameup.Itwasasiftheirskillasmanagerswasbeingquestioned.AsaBlackhawkgrocersaid,“Spoilageisn’taproblem.Weonlyorderwhatweknowwecansell.”AHurongrocersays“theoldstuffisn’taproblem---I’ve27yearsexperiencebuyingproduce.”Thatsentimentwasechoedbyothergrocersaroundthestate.
Butwhatif,forexample,abananadevelopsblackspots?Grocershandlethisbybaggingthemandsellingthematadeeplydiscountedprice.AstoreinHighmoresellsafour-poundbagforadollar.ThegroceryinArlingtonhasitsownbakery.Noproblem:Overripebanana,perfectingredientforbananabread!
15
AttheWalmartstoreinBrookingsthegroundrulefollowedbymembersoftheproducedepartmentisverystrict:Ifyouwouldn’tbuyitforyourownfamily,throwitout.ItgoesintoabinwhichisemptiedperiodicallybyrepresentativesoftheHutteritecommunity.Thefood,mashedtogether,isfedtotheircattle.
AsidefromthebananaandHutteriteexceptions,thestandardapproachamonggrocersistotossproducethathaspasseditsprime.Inthereservationsthedisposalofsuchfoodismandatory.TheU.S.governmentforbidsgrocerstogiveawayfood.
Grocerswouldsoonerthrowfoodawaythangiveittoorganizationsservingtheindigentpopulation.Theyfeelitreflectsbadlyonthequalityoftheirproduceandthusjeopardizesthestore’sreputationinthecommunity.Somecitelegalissues,expressingconcernthattheywouldbeheldliableifsomeonebecamesickenedfromeatingfoodthatispastitsprime.
Possible solution: Promotion of south dakota Produce
AlthoughSouthDakotahasarelativelybriefgrowingseasonandhasfarlessacreagedevotedtofruitsandvegetablesthantowheat,corn,andcattlefarming,thefactremainsthatlocallygrownproduceisavailableduringfourmonthsoftheyear.Asanexample,theinterviewswereconductedinOctober.Manystoreshadspecialdisplayswithpumpkinsandsquash.
Couldthetotalconsumptionoffruitsandvegetablesbeincreasedbyemphasisonthefactthatlocallygrownproduceisinplentifulsupplyduringcertainmonthsoftheyear?
Justabouteverygrocerystorevisitedhadoneormoreproduceareaswithsignsthatread“locallygrown.”Grocersroutinelyplacethesesignsontheirstock.Theyarenotsurewhetheritmakesanydifferencetotheconsumer.NoonethoughtthatthissignnecessarilystirredupSouthDakotapride.Rather,ifithadanyeffectitwastounderlinehowfreshtheproducewas.TheWalmartgrocersaidthat,whenheplacesthe“locallygrown”signonanitem,theproduct“fliesouttahere.”HeattributesthistoacomparisonwithotherproducethatmayhavesatinaTexaswarehouseacoupleofdaysbeforebeingshippedtohisstore.
AHurongrocersaysthatpeopleoughttoprizelocalproducebecauseitisnotonlyfresherbutalsomorelikelytobepesticide-free.Alocalfarmerisnotlikelytouseapesticideoutofconcernthatitwillseepintothesoilandcontaminatethewellwaterhisfamilydependsupon.
OnespecificSouthDakotaproductstandsoutintheeasternpartofthestate.WhenForestburgmelonsareinseasonthereisabuyingfrenzy.Itisasurefirebigsellerandagoodsourceofprofiteventhoughstoresmustcompetewithroadsidevendors.
Theconsensusisthatit’sgoodbusinesstoemphasizethatproduceislocallygrown,butthislabelisnotcreditedwithamajorboostinsalesvolumefortheproducedepartment.
16
Possible solution: expansion of snaP (“food stamps”)
Largenumbersoflow-incomeandno-incomefamiliesinSouthDakotaarerecipientsofthebenefitcommonlyknownasfoodstamps,althoughactualstampshavebeenreplacedbydebitcards.Theprogram,ineffectnationwideformanyyears,isdesignedtocombathungerandprovidepropernutritionforthosewhohavenoalternativefoodsource.
Allgrocerscontactedinthisstudyacceptfoodstamps.Theyarekeenlyawarethatstampsareissuedonthetenthdayofthemonth.Dependingonlocationthismaykickoffamajorconsumerbuyingspreeoronlyaminorripple.StoresinPineRidgeandMissionstockuponproduceinanticipationofthesurgeinsales.AMissiongrocerystaysopentill10pmonthatdate.Acompetitorinthesamecommunityreportsthattotalstoresaleshit$40,000comparedtoadailyaverageof$10,000.Heisunsurewhetherproducealsohasafourfoldincreaseinsales.
Inotherpartsofthestate,grocersreportasurgeinoverallsalesbutwithminimalimpactonproducesales.Severalaredisturbedbythisfact.Theyfeelthattheprogramisnotreachingthegoalofbetternutritionbecauseofpurchasechoicesbyfoodstamprecipients.Someexamples:
•InMartin:“Theyshouldchangetheprogramtono-junkfood,thoughactuallyjunkfoodisahigherprofititemforus.”
•InBrookings:“Weputonextrastaffandhaveasurgeinproducesales,butnotasmuchasboxedstuff.
•InFt.Thompson:“They’llbuyasackofapplesbutnotmoreperishablestuff.”•InArlington:“Theyloaduponpop,potatochips,andpizza,notfruitsandvegetables.”
Grocersconcurthatthefoodstampprogramwouldbemuchmoreeffectiveifrecipientsweremoretightlyrestrictedastowhattheycouldbuy.ASiouxFallsgrocerunderscoredthepredominatesentimentwhen,indiscussingfoodstamps,hepointedtoadisplayofLittleDebbiecakesandsaidhehasseenrecipientssnatchupmultiplecartonsofthatproductonfoodstampday.Anothergrocerfeelsthatchangesintheprogramarebadlyneeded,buthedoubtsthatanythingwillhappen.ThebigbeveragecompaniesexertalotofpressureinWashington,hesays,andthegovernmentislikelytocaveintothem.Thesamegrocersaidhe’sheardthatthey’reconsideringallowingrecipientstousefoodstampstopayforrestaurantpurchases.Ifthatoccurs,he’lllosesomebusiness.Butmoreimportant,hesays,peoplewilluselargeamountsoftheirmonthlyallotmentforhigh-pricedfoodwithlittlenutritionalvalue.
Anothergovernmentprogram,Women,InfantsandChildren(WIC)comesinforhighpraiseamonggrocers.Theyapplaudthatvouchersarespecificallyearmarkedfornutritionalitems:fruits,vegetables,milk,cheese,andotherspecifiedfoods.Anotheraspectthatcontrastsitwithfoodstampsistheissuanceofvouchersmorethanonceamonth.Thismeansthatpeoplecanbuyfreshfruitsandvegetablesconfidentthatthefoodwon’tspoilbeforeitisconsumed.
Theupshotisthatgrocersapplaudtheconceptbehindfoodstampsbutfeeltheprogramwouldbemuchmorebeneficialifjunkfoodandbeverageswereexcluded.Amoredifficultconventiontobechangedisthetendencyforrecipientstobuyalargepartoftheirallotmentonthetenthofthemonth.Thatmeansthatlittleisleftovertobuymoreperishablegoodslikefruitsandvegetables.
17
Conclusion: no Magic bullet
Intheinterviewswith27grocerswetestedseveralpossibletechniquesforincreasingconsumptionoffruitsandvegetables.Theresearchprovidesnoeasyanswers.In-storedemosmayeducatethepublicaboutunusualfoodsandwaysofpreparingfruitsandvegetables,butgrocersdon’tfeelthiswillbringaboutapermanentchangeineatinghabits.Promotionofproducethatislocallygrowncanemphasizethatsuchproduceisdesirablebecauseoffreshness,buttheresearchrevealslittleevidencethattotalconsumptionrisesasaresult.Thefoodstampprogrambearspromisebutwillonlyreachitsfullpotentialifitismodifiedtoeliminatesnackfoodandsodapop.WICiswellconceivedbutwon’thaveitsfullimpactunlessitsscopeiswidenedtoincludemorefamiliesandprovideanincreasednumberofvouchers.
ResearchReport#3
FacebookUsersConsumerFocusGroupRegardingFruitsandVegetables
RapidCityFacebookUsersA&B
19
introduction
GovernmentstatisticsindicatethatSouthDakotacurrentlyranksnearthemiddlewithregardtoadultobesity,aconditionassociatedwithabnormallyhighincidenceofdiabetes,heartattacks,andhypertension.Oneprominentcauseofobesityispoornutrition—inparticularadietdeficientoffruitsandvegetables.
Amarketingresearchprogramhasbeeninitiatedtoexploreattitudesandbehaviorregardingthepurchaseandconsumptionofproduce.OneaspectoftheresearchprograminvolvedtwofocusgroupsconsistingofparticipantswhoregularlyuseFacebook.
ThesesessionswereheldattheHotPink,InkofficesonSeptember29and30,2011.Thefirstsessionincludednineparticipants,allofwhomwerewomen.Thesecondsessionconsistedofninewomenandoneman.
BecauseSouthDakotahasahighpercentageofFacebookusersascomparedtootherstates,andfeedbackfromtheinitialfocusgroupsessionsincludeduseofonlineservicesformenuplanning,reciperesearch,andgrocerybudgeting,wefeltitwasimportanttoincludeaknowngroupofwomenwhoareengagedregularlyinonlineactivities.ParticipantswererecruitedviaaFacebookadvertisement.Eachcandidatewasrequiredtobetheprimarygroceryshopperandmealpreparerofthehousehold.
Intermsofdemographics,thesegroupsskewedolderthantheSiouxFallsandotherRapidCitysessionswithageoftheparticipantsbeingbetween35and65yearsold.Theseparticipantsalsohadahigherhouseholdincomeoverallwithmostfallingintoa$40,000+bracket.Manyoftheparticipantshadchildren—onewomanhadeight,alllivingathome,afewhadpreschoolagechildren,andonehadfourranginginagefromkindergartentohighschool.Therestreportedthattheirchildrenwereeithernolongerlivingathomeorwereolderteenagers.Severalhadgrandchildren.
a Word of Caution
Focusgroupsareaqualitativeresearchtechnique.Theyareexploratorybynature.Theyinvolvesmallgroupsandquestioningdoesnotfollowastrictfrom,butratherconsistsofwide-rangingdialoguebetweenatrainedprofessionalandgroupparticipants.Theinformationgatheredfromsuchgroupsessionscanprovidevaluableinsights,butfindingsshouldbeconsideredashypothesestobeconfirmedbyquantitativeresearchsuchasapublicopinionsurvey.
Grocery shopping Patterns
Onaverage,participantsshoppedatleasttwotimesperweek.ThepatternthatappearedtobethemostconsistentamongbothgroupswasonelargetripthattypicallyincludesavisittoabulkvaluecentersuchasWalmartorSam’sClub,andoneormoresmallertripstolocalgrocerystorestoaccommodateday-to-dayorspecificmeal-to-mealneeds.
Therewereafewexceptionstothisincludingonewomanwhohadateenagedaughterlivingathome.Shestatedthatshe“doesn’tliketokeepalotoffoodinthehouse”consequently,sheshopsalmostdaily
20
andbuysonlywhatshewillprepareforthatday.Shenotedthatherfamilyeatsalotoffishandwildgamesuchasantelope.Whenshedoesbuyothermeat,shelooksfororganic,grassfedandnaturalproducts.AndwhileshedidadmittoshoppingatWalmartandSafeway,shealsofrequentsthelocalfarmer’smarketswhentheyareavailable.
Oneparticipantlivesabout30minutesfromthenearestlargegrocerystore.Shesaidshebuysinbulkabouteverytwoweeks.Sheutilizesherfreezerandstocksalargepantrywithdryandcannedgoods.Shetypicallymakesaweeklytripforfreshproduce,buthaslearnedtorelyonslowcookerandcasserolerecipesaswellasheartierproducesuchassquashandcarrotstogetherthroughwhenshecannotmakemorefrequenttripsorrunsoutofmoreperishableproduce.
Therewasalsooneyoungwomanandoneyoungman,bothwithoutchildren,whotendedtoshopasneededandhadamuchlessorganizedplanfortheweek.Theyoungwomanstatedthatsherarelycooksandeatsoutfrequently.Thiswomanreportedthatshedoesn’tparticularlylikeorknowhowtocookandthatherparentsdidnotdoalotofcookingwhenshewasgrowingup.Herbusyworkscheduledoesnotallowformuchfreetimeandsheadmittedthatinthepast,learningtocookwasnotveryhighonherlist.However,shehadrecentlypurchasedacrockpotandstatedthatsheknewshe“should”learnhowtoprepareatleastafewmealsandwasreadytomakeaneffortinthatregard.Incontrast,theyoungmaninthegroupsaidheenjoyscookingandwillexperimentwithnewrecipesandingredientswheneverpossible.Hehuntsandfishesandlikestomakesoupsandstews.Unlikemanyinthegroup,thisyoungmanhadnoproblemeatingleftoversofthesamemealfordays.
Becausesomeoftheparticipantswerenolongerpreparingdailymealsfortheentirefamily,wetalkedintermsofhowtheyshoppedwhentheydidhavechildreninthehouse,andhowthatdiffersfromcurrentshoppingpatterns.Mostagreedthateachscenariopresentedadifferentroutine.Whenchildrenwereinthehouse,shoppingwasnotnecessarilymorefrequent,butmealsweremoreplanned.Astheirchildrengrewandleftthehouse,long-rangeplanningislessofaconcernasmostarecookingforonlyoneortwointhehouseholdnow.
Whileitwasclearthatgroceryexpensesfortheseparticipantswererelativelyhigh($500+permonth)comparedtofocusgroupparticipantsinothersessions,theywerealsoverycostconscious.Severalparticipantsreportedmakingspecifictripsbasedonsales,flyers,oradvertisedspecials.Membersofbothgroupsseemedtoknowwhichstoreshadbetterdealsonmeat,whichstoreshadthebestproduce,andwhichstoreswerebestforbulkitems.
Thisgroupalsoincludedsomememberswhoreportedfrequentingspecialtyhealthfoodstores,localorganicandnaturalco-ops,farmer’smarkets,andseveralparticipantshadgardens.
Meal Consumption Patterns
Asonemightexpect,thosewithchildrenstillinthehomehavebusymorningsthatresultinquickandeasyoron-the-gobreakfasts.Toast,oatmeal,cereal,cerealbars,andfruitandyogurtwereamongthefavoritesforbusyworkingfamilies.Therewerealsoanumberofmotherswhomadesurethechildrenwalkedoutthedoorwith“somethingintheirtummies,”butroutinelyreliedoncoffee,tea,orinsomecases,hadnothingtoeatthemselves.Theexceptionherewasaweekendbreakfastritualthateither
21
involvedalargehomecookedmealoreatingoutatalocaldineronSaturdayorSundaywiththeentirefamily.
Theoldermembersofthegrouphadmorevarietyandflexibilitywhenitcametobreakfast.Theirmenusincludedeggs,omelets,turkeybacon,homemadebreakfastburritos,proteinshakesorsmoothies,fruit,oryogurt.However,therewerestillafewthatregularlyskippedor“didn’tlike”breakfastandreportedeatingverylittlerightawayinthemorningwhichwouldthenresultinthemhavingasmallsnackmid-morning.
Themid-daymealincludedthewidestrangeoffooditems.Hereagain,thosewithchildreninschoolnotedthattheirkidseitheratelunchatschool,orinthecaseofthosewithteenagers,someskippedlunchaltogether.Oneinterestingexchangebetweentwoparticipants,bothwithschoolagechildren,beganwhenonereportedthatsheallowsherchildrentomaketheirownchoicesaboutwhattheyhaveatschoolorpackforlunch.Shegaveanexampleofahotdogorapeanutbutterandjellysandwichandsaidher“kidshavetocontrolsomething,it’swhattheyeat.”Tothat,anotherparticipantchastisedhertosomeextentsayingthatherruleofthumbisto“putthefoodout.Iftheyeatittheyeatit,iftheydon’ttheydon’t.”Shecontinuedonsayingthatifyoumakebadfoodchoicesavailable,kidswilloptforthemandindicatedthatshefeelsit’sherresponsibilityastheparenttoprovidehealthyfoodchoicesforchildren,adding“theywon’twantit[junkfood]ifit’snotinthehousetotemptthem.”
Therewereseveralwhosaidthey“hadnotimeforlunch”andonewhonotedthatherplaceofemploymenthadverystrictrulesaboutlunchfoodsandtheirrelatedodors.Shewasnotallowedtobringanythingtoworkforlunchthatwouldemitanodor.Consequently,shepacksdrysnackssuchasnuts,cheese,simplesandwiches,fruit,oryogurtforlunch.
Husbandswereoftengiftedtheleftoversfortheirlunchboxesandseveral,particularlytheworkingwomenandtheyoungermembersofthegroupadmittedtoeatingfastfoodforlunchwithagooddealofregularity.Oneparticipantnotedthatlunchisher“bigmeal”oftheday.
Thegroupincludedonenurseandoneteacher.Bothreportedthattheirworkplaceswerenotoriousforcopiousamountsof“junk”and“crud”inthebreakroomsorlounges,makingitdifficultto“eathealthy”evenwhentheybringtheirownlunchorhealthiersnacks.
Althoughtherewereafewwithadmittedlypoorlunchtimehabitsincludingone“popandchipseveryday”responseandoneparticipantwhoreportedeating“sunflowerseeds”mostdaysforlunch,byandlarge,theFacebookusershadbetteroveralllunchtimehabitsthansomeoftheothergroupsinterviewed.Theolderparticipantsinparticularsaidtheyroutinelyincludehomemadesoupsorveggieburgersandsaladsforlunch.
Theeveningmealisfarandawaythemostplannedmealofthedayandincludesthehighestnumberoffamilymembers.Familieswithschoolagechildrentendedtoreportmakinglarge,simpledishesthatcouldbeassembledquicklyandaccommodateanumberoftastesandlevelsof“pickiness.”Itemssuchasspaghetti,chili,tacos,chicken,andricecontinuedtotopthelist.
Whilesomestrugglewithtimingoftheeveningmealinthatnooneishomeatthesametime,orfamilymembersgethomelateenoughtofeelit’s“toolatetoeatdinner,”ingeneral,theFacebookusersreportedbeingabletoworkoneortwoservingsofvegetablesintothedinnermenumostofthetime.
22
importance of a Healthy diet
TheFacebookuserswereverywellversedwhenitcametimetodiscusstherecommendeddailyservings,servingsizes,andwhatconstitutesa“healthy”foodchoice.Theseparticipantsappearedtobeveryknowledgeableinregardtotheperceivedbenefitsoforganicproduce,thedangersofpesticides,plastics,orartificialorsyntheticingredients.Inaddition,severalmentionedspecificnutritionalbenefitsofproduceitemsfallingintothe“wonder-foods”categoriessuchasberries(highinantioxidants),broccoli(hearthealthy),andwholegrain(lowerscholesterol).
Interestingly,theirexcusesfornotmakinggoodchoicesornotimposinghealthydietultimatumsonfamilymemberswereequallyascomplex.Forinstance,oneparticipantreportedthathersixteen-yearolddaughter“hasnevertouchedavegetable”andhasonlystartedeatingfruitinthelasttwoyears.Shecreditedherdaughter’sincreasinglyhealthyeatinghabitstohavingwatchedthemovie“SuperSizeMe.”Tothispoint,thisparticipantdidnotseeaneedtorequireherdaughtertoeatvegetables,butwaspleasedtoreportthatshehaddiscoveredsomemotivationforhealthiereatinghabitsonherown.Anotherparticipantstatedthatshedoesn’tbuyproduceinplasticbecauseshehadreadthatthetoxinsfromtheplasticleachintothefood.Asoneparticipantbegantocomplainaboutthelackof“freshness”andpoorqualityofthefreshproduce,anolderwomaninthegroupofferedheropinionthatpeoplehaveunrealisticexpectationsoftheproduceinthesupermarkets.Shepointedoutthatpeoplewillroutinelyrejectfruitthathasonesmallbruise,orsteerawayfromanythingthatappearedtobeslightlywiltedintheproducedepartment,andyetwewillhappilyeatallkindsofmisshapen,dented,andbugladenitemsfromourownoraneighbor’sgarden.
Itappearedtobeeasierfortheolderwomeninthegrouptobalancetheirmealswithadequateservingsoffruitandvegetablesandthereweremorecommentsfromtheolderparticipantsinregardtohoweatingthe“rightnumber”offruitandvegetablesaffectedhowtheyfeltthroughouttheday.Therewasverylittlecommentfromtheyoungermembersastowhateffect,ifany,ahealthydiethadontheirdaytodayenergylevelsorlongrangeoverallhealth.
Itisclearthatwhenchildrenarepartofthehousehold,parentsmakemoreofanefforttoincorporatefruitandvegetablesintotheirfamily’sdiets.Whatstoodoutamongthisclearlywelleducatedgroupwastheirabilitytoframe“healthydiet”informationinsuchawayastosupporttheirownpersonalpreferences,attitudestowardcertaintypesoffood,andlevelofconvenience.
other deterrents to Produce Consumption
Cost,preference,andconveniencecameupagainandagainasthetopreasonswhypeopledon’teatmorefruitandvegetables.Intermsofcost,theFacebookuserswerewellawareoftheadditionalexpenserequiredto“truckproducein.”SeveralcommentspointedtohighcostsbeingdueSouthDakota’sshortgrowingseason.Notonlydoesproducehavetobeshippedtothegrocerystores,butevenitemsthatcanbegrownlocallyhavetobesupplementedtoaccommodatedemand.Alongthoselines,thosewhotravelalsoconfirmedthatthecostofproduceinSouthDakotaascomparedtootherstatesisconsiderablyhigher.Oneparticipantstated,“Denver’sfruitandvegetablesarecheaperandthere’smoreselection.”
23
Asoneparticipantputit,“Idon’tlikethemsotheydon’tlikethem.”Shewasreferringtovegetablesingeneralandherandherchildren’spreferences.Anothermotheradmittedtodoingeverythingshecouldtodisguisevegetablessoherchildrenwouldeatthemandshewouldn’thaveto“shoveitdowntheirthroats.”Thegroupagreedthatwhenproduceisexpensive,timeconsuming,andfamilymembersdon’tlikethetasteorthetexture,ithardlyseemsworththefight.
Anumberofcommentsregardingthelimitedorpoorselection,particularlyoffreshproduce,werealsodiscussed.Thefeelingamongmanyparticipantsisthatveryoftenproducethatisavailablelooksandtastesbad,addtothattheexpenseandit’shardtomakeacaseforfamilymemberstoeatmore.Severalinthegroupstatedtheywouldbaseshoppingtripsonwhichstoreswouldhavethebetterselectionatdifferenttimesduringtheweekormonth.
Anothermotherofyoungerchildrencommentedthatherfamilyrarelyeatsvegetablesbecauseher“kidswon’teatthemandtheygetthrownaway.”Stillotherschimedin,“It’snotcheaptobuyfruitandvegetables”and“thepricesarehighandtheytasteterrible.”Oneparticipantstatedthatwhenshewasgrowingupherparentstoldherfruitandvegetableswereanexpensive“treat”andthereforehadtobelimited.Anotheraddedthatwhenshedoesbuyexpensivefruit,herchildrenwillsimplyeatitallinonesetting.Thesecommentsrevealstrongemotionalcuesthatsuggestmembersinthegroupareusinganeconomicargumenttosupportastrongdislikeforcertainfoods.
Habitwasanotherbarrierthatseemedtobesharedbyallgroupmembers.“Wegetwhatweknoweverybodywilleat”notedoneparticipant.Otherschimedintosaythattheyfallvictimtousingthesamerecipesandpreparingthesamemealsoutofhabitandlackoftime.Oneparticipantsaid,“ThestoreisfullofstuffIdon’tknowwhatitisorwhattodowithit.”
Confusionandtrustwerealsoidentifiedaspossiblebarriers.Thegroupagreedthattheguidelinesappeartoalwaysbechangingandassoonastheythinktheyknowwhat’sgoodforthem,therecommendationschange.Inseveralinstances,thisbecameaconvenientexcuseforallowingpooreatinghabits.Oneformerhomeeconomicsteachernotedthatshepersonallyhas“nevereateneverythingtheysayIshould.”ShewentontosayshefeelstheUSDAguidelinesareexcessive,“nobodyeatsthatmuch.”Regardlessofwhetherornothercommentwasaccurate,thefactremainsthattherewasaclearlackoftrustwhenitcomestoacceptingwhatagovernmentagencymayormaynothavetosaywithregardtohealthyeatinghabits,typesoffood,andservingsizes.
Lackofconveniencewasanotherdeterrent.Asoneparticipantnoted,“Itneedstobefast,cheapandtastegood.”Specificallytheamountofworkinvolvedwithplanning,shopping,andpreparingfruitandvegetablesseemedtobeanissue,especiallyfortheparticipantswithyoungchildren.Onewentsofarastosay,“saladstaketoomuchtime.”Hereagain,perceptionandemotionappearedtobegeneratingthesetypesofresponsesratherthantherealityofhowlongitreallytakestomakeasaladversushowlongittakestoprepareaboxofmacaroniandcheeseforexample.
Reaction to Munch Code & Recall of/Reaction to yuM Psa
Severalamongthegrouphadseenand/orplayedtheMunchCodegameonFacebookandreaction
24
tothepremiseofthegameoverallwasfavorable.AllagreedthatthegamewasgearedtowardyoungerchildrenandwouldbemoreeffectiveinanelementaryageschoolsettingratherthanonFacebookwherekidsmustbe13tobeabletonavigatethesite.
VeryfewhadseentheYUMTVPSA.Reactiontotheadwaspositive.Manycommentedonthepleasantaudioandlikedthecleancrispdisplayoffruitandvegetablesthroughout.
additional Communications Messages
ThesegroupswereaskedtobrainstormsomeideastogetSouthDakotan’stoeatmorefruitandvegetables.Whilesomeoftheideascenteredmoreonstretchingvalueforthedollarratherthanspecificstrategiesforincreasingconsumptionoffruitandvegetables,someoftheideaswerespringboardsforroughconceptmodelswhichwereshowntosubsequentgroupsforfeedback.
Oneideawastohavechildrenturnthetablesonadultsandemploythesametacticsparentsusewhentryingtogettheirchildrentoeattheirvegetables.Otherideasthatgeneratedagooddealofenthusiasmincludedcombiningcouponsandrecipes.Thegroupnotedthatrarelyareproducecouponsavailable.Amoneysavingscombinedwithanewrecipeorideaorsuggestionforpreparationwouldencouragetrial.
Thisgroupalsosuggestedsomesocialmediastrategiesalongthelinesofa“supportgroup”similartothecounselingservicesofferedthroughtheSouthDakotaQuitLine.Manyoftheparticipantswerefansofonlineservicesformenuplanningandrecipes,buttheywerealsosupportiveofgroupactivitiessuchasthemealplanningandpreparationserviceofferedbycompanieslike“MyGirlfriend’sKitchen.”Theseretailstoresofferavarietyofservicesincludingmealplanning,on-sitegrouppreparation,andsocialactivityrolledintoone.OneoftheparticipantscommentedabouttherecentclosingofthestoreinRapidCitysaying,“Thesaddestdayofmylifewaswhenthatplaceclosed.Iactuallycried.”
Thegroupalsoacknowledgedtheopportunitiestoreachchildrenatanearlyagethroughtheschools.Mostagreedthatschoolluncheswereawfulandsuggestedthatmaybeoneofthereasonschildrendon’tlikevegetables.Inadditiontotheobviouscallforrevisionstotheschoollunchprogram,participantsproposedthattherebemoreinvolvementfromthecommunityviademonstrations,cookingclassorcookingday,orvegetableoftheweek,andmoreschoolgardens.
Conclusions
Beliefsaboutwhatishealthywhenitcomestofoodvaryalmostasmuchaspoliticalopinions.Thegoodnewsisthatingeneral,mostwouldagreethatincreasingtheirdailyintakeoffruitandvegetablesisasmartideaandmost“shouldbe”doingit.Thechallengewillbecreatingenoughmomentumonavarietyoflevels,toaccommodatesuchawiderangeofpreferencesandemotionsinordertochangebehavior.TheFacebookaudiencesarewellversed.Theyknowhowandwheretolookforbackgroundinformationandsupportmaterials,andbythesametoken,theyalsoknowhowtochoosetheinformationthatfitstheirpersonalityortheirfamily’spersonalitythebest.
25
Thereareanumberofbarriersthatneedtobeaddressedincluding:
HavingtoBetheMealDrillSergeant:“Husbands won’t choose it [vegetables], kids won’t choose it. We have to make the rest of the family eat right. We have to determine what the meals are going to be. If somebody made me a meal, I would eat it whatever it is.”
LackofIdeas&Resources:“[It is] boring to always have to be thinking up recipes and menus and discouraging that nobody wants to eat it.”
LackofTime&Energy:“[Cooking is] less frustrating when other’s help. Cooking meals is not fun, making dessert is fun.”
TakingResponsibility:“Only have in your house what’s good for them. You are responsible for your kids health. It’s not up to them, it’s up to you.”
CompleteLifestyleChange:“Not everyone wants to eat like I do.”
Inordertochangebehaviortheaudiencemustfirstbeawarethatsomethingneedstobechanged.Thestageisalreadysetforpeopletoembracetheideaofincorporatingmorefruitandvegetablesintotheirdiets.Peopleareclearlyinterestedinfindingbetter,smarter,healthier,andmoreeconomicalwaystofeedtheirfamilies.Thechallengenowistorespecttheconsumerinthis,theirevaluationstage,byofferingmultipleincentives,ideas,tools,andresourcestoencouragethemtotakeresponsibilityfortheirhealthastheyenterthetrailstageofaddingmorefruitandvegetablestotheirdiets.
ResearchReport#4
AmericanIndianConsumerFocusGroupRegardingFruitsandVegetables
27
introduction
GovernmentstatisticsindicatethatSouthDakotacurrentlyranksnearthemiddlewithregardtoadultobesity,aconditionassociatedwithabnormallyhighincidenceofdiabetes,heartattacks,andhypertension.Oneprominentcauseofobesityispoornutrition—inparticularadietdeficientoffruitsandvegetables.
Amarketingresearchprogramhasbeeninitiatedtoexploreattitudesandbehaviorregardingthepurchaseandconsumptionofproduce.OneaspectoftheresearchprograminvolvedafocusgroupconsistingofAmericanIndianparticipantsinRapidCity.
ThissessionwasheldattheHotPink,InkofficesonOctober28,2011.Thesessioninvolvednineparticipants,eightwomenandonestay-at-homefather.ParticipantsqualifiedbyhavingschoolagechildreninthehouseholdwhowerepartoftheHeadStartprogram,householdincomeoflessthan$35,000,andweretheprimarygroceryshopperandmealpreparerofthehousehold.
AnotewithregardtotheAmericanIndianaudience.Comparedtotheother49states,SouthDakotahasarelativelyhighconcentrationofNativeAmericancitizens,with8.8%ofitspopulationbeingAmericanIndiancomparedtoapproximately1%nationwide.Further,theyarenotevenlydistributed.Thelargestpopulationcenter,SiouxFalls,hasamere2.7%concentrationoftribalcitizens,whilethesecondlargestmetro,RapidCityhas12.4%.
TherearesevendesignatedreservationsinSouthDakota.ReservationlandsinSouthDakotaarecomprisedofsomeofthepoorestcountiesinthenation,andthepeoplewholivethereendurenumerouspoverty-basedhealthcarechallengesandrelativelyinadequatehealthcaresystems.Asmanyas80%ofsomereservationpeopleareaddictedtoalcohol.Therehasbeenanalarmingincreaseinsuicideratesamongtheyouth,andtheincidenceofdiabetesinsomeareasapproaches50%ofalladultsover40.
AmericanIndiansoff-reservationingeneralfaresomewhatbetterhealth-wise,butoveralltheLakotaNationfacesprofoundlifechallengesbothonandoffthereservation.Indeed,thosedaytodaychallengesaresocommonplaceforthemthatnotonlydotheyacceptorevenexpectthem,butbyandlargetherestofthenon-Nativepopulationiseitherunawareorsimplydoesnotacknowledgethem,therebyperpetuatingthetragicnatureofthesituation.Giventhesesignificanthealthrelatedchallenges,wefeelthisaudiencesegmentrequiresspecialattention.
a Word of Caution
Focusgroupsareaqualitativeresearchtechnique.Theyareexploratorybynature.Theyinvolvesmallgroupsandquestioningdoesnotfollowastrictfrom,butratherconsistsofwide-rangingdialoguebetweenatrainedprofessionalandgroupparticipants.Theinformationgatheredfromsuchgroupsessionscanprovidevaluableinsights,butfindingsshouldbeconsideredashypothesestobeconfirmedbyquantitativeresearchsuchasapublicopinionsurvey.
28
Grocery shopping Patterns
Asageneralrule,thisgroupreportedtheydomostoftheirgroceryshoppingonorshortlyafterthe10thofthemonthwhenfoodstampsand/orsupplementalgovernmentchecksaremadeavailable.Formanyinthegroup,thisistheonlytimeduringthemonththeyhavemoneytobuyfood.Thistripconstitutesthe“bulk”shoppingforthemonthandisdoneprimarilyatWalmartorSam’sClubbecauseofperceivedvalue.Severalinthegroupreportedbeing“buyinbulkandfreeze”shoppers.ThislargertripisfollowedbyoneortwoadditionaltripstolocalgrocerystoresincludingSafeway,FamilyThrift,andFamilyDollar.
Therewerethreeparticipantsinthegroupthatvisitthegrocerystoreonceaweek.Onewomancommentedthatshehastosupplementherbigtriponthe10thwithweeklytripsbecauseher“kidseatittoofast.”AnotherwomansayssheshopseveryFridayfortheweekendandfollowingweek.Andonemoreparticipantreportedthatshehastoshopeverydaytokeepupwiththeneedsofherfamily.
Meal Consumption Patterns
Aswediscussedwhatatypicalbreakfastusuallyincludes,themajorityofthegroupreportedhotorcoldcereal,frozenpancakes,waffles,cerealbars,poptarts,ortoastasusualfare.Thesewerelistedasthe“go-to”itemsbecausetheyarefastandeasy,childrencanoftenpreparethemthemselvesandasoneparticipantsuggested,everyoneinthehouseholdwouldeatcereal.Onemothernotedthatshedropsherchildrenoffearlyatschoolandtheyeatbreakfastthere.
Fruitandyogurtwerementionedonlysparingly,onemothersaidshewouldsometimeshavehardboiledeggsonhand,andonlyoneparticipantregularlycookedalargermealofeggs,baconandhashbrownsforherpre-schoolageson.Interestingly,thismotheralsonotedthathersonwasa“bigboy”andrequiredlargermeals.
Fruitjuicewasnotinitiallymentionedaspartofthebreakfastofferingandwhenquestioned,someadmittedhavingitinthehouse,butmostappearedtobewaryoftheirchildrengetting“toomuch”juiceasitleadstocavitiesandcontains“somuch”sugar.Theseparentsagreedthattheywouldratherhavetheirchildrendrinkmilkorwaterorwhentheydohavejuice,theyrequireittobewatereddown.Expensewasalsonotedhere.Severalmembersofthegroupagreedthateventhoughtheytrytohavefruitsuchasapplesandbananasavailableeveryday,otherfruitsuchaswatermelon,cantaloupe,andcherriesareavailableonlyseasonallyandevenatthatareveryexpensive.
Formostfamilies,childrenareeatinglunchatschool.Oneparticipantreportedthathischildrenpacktheirownlunchesinthemorningbeforeschoolandnotedthestressofhavingtomakesurethekitchenwasadequatelysuppliedtoaccommodate(whichoftenrequiresaquickstopatthegrocerystorethenightbefore)aswellastheaddedrushofactivityinadditiontotryingtomakesureeveryoneeatsandgetsoutthedoor.
Packedlunchestypicallyincludesomesortofsandwich,apieceoffruit,andpretzelsorchips.AnotherparticipantsaidshewillpackalunchforherchildrenoccasionallyanditwilltypicallyincludeaLunchable,grapesorfruit,andajuice.Forthosestayingathome,lunchisoftenleftoversorsandwiches.Forthoseworkingoutsidethehome,severaladmittedtheirhabitistopickupfastfoodforaquicklunch.
29
Dinnertimeappearstobethemostimportantmealofthedaynotonlyintermsofgettingthemostnutritionandvarietyoffood,butalsointermsofspendingtimetogetherasafamily.Acrosstheboard,thisgroupreportedthatdinnerconsistsofmeat,a“sidedish,”andastarch(potato,pasta,breadorrice).
Manyinthegroupnotedthattheyhaveverysetdinnermenusfortheweek.Oneparticipantlistedoffthemealsbyday(onMondayit’schili,onTuesdayit’slasagnaetc.).Thisparticipantwentontonotethatthemenuisveryspecificforanumberofreasons:themealsareeasytoprepare;everyoneisthehousewilleatthem;theycanbemadeinlargebatcheswithouthavingtorefertorecipes;becausetheyareservedoften,manyingredientsarealreadyon-hand.
Severalotherssaidthattheycookthreeorfourlargermealsovertheweekendandfreezeforuselaterintheweek.Oneparticipantreporteddrawingfromafreezerfullofwildgameincluding:buffalo,venison,pheasant,walleyeandevenmountainlion.Shecommentedthatshewilloftenmakealargeroastfor“Sundaydinner”andherfamilywilleatleftoversforseveraldays.
Vegetablesbyandlargeappearonthedinnertableasthe“sidedish.”Mostcommonly,cornorgreenbeans.Afewothervegetableswerealsospecificallymentioned,broccoli(whenslatheredincheesesauce),asparagus(adultslikeit,butit’sexpensiveandthekidswon’teatit),carrotsandcelery(usuallyservedrawwithdip).Therewasonlyoneinthegroupthathadagarden.
Oneparticipantreportedlikingthe“prepared”frozenvegetables,butnotedshedoesnotalwaysbuythemastheyareexpensive.Whilethisgroupregularlyservesvegetableswithdinner,portionsizeappearstobesmallincomparisontotherestofthemeal,andvarietyislimited.
Thegroupwasalsoaskedaboutsnackinghabits.Mostadmittogivingintotheconvenienceofsimplecarbohydrates(crackers,pretzels,andchips)whetheritwasforthemselvesortheirchildren.Othersnacksmentionedincluded:fruit;peanutbutterandjellysandwiches;Kool-Aid;Gatorade;andflavoredmilk.
Diningoutasacoupleorfamilyisrareforthisgroup.Severalmembersadmittedtoallowingtheirfamilytheoccasional“TacoTuesday”mealorperhapsaonceeveryfewmonthstriptoa“sitdown”restaurant.
Thereweretwowomeninthegroupwithtype-1diabetes,andonewhohadachildwithdiabetes.Thesewomenweremoreconcernedwith“healthyeating.”Oneoftheparticipantssaidsheisstill“learningtoeatrightandmonitorcarbs,”whileanothernotedthatwhenpreparingmeansshewastryingtomakesuretherewere“alotofcolorsontheplate.”
importance of a Healthy diet
Thegroupwasawarethattherecommendeddailyallowancesforfruitandvegetableswassomewherebetweenfiveandeight.Allinthegroupagreedthatincludingfruitandvegetablesintheirdietwasimportantbutfewthoughttheirfamilywasgettingtherecommendedfiveservingsperday.Ingeneral,thisgroupfeltthattheirchildrenwerecomingclosemostdaystogettingfiveservings,buttheythemselveswereprobablyfurtherfromthemark.
30
Everyoneagreedthatitisnotdifficulttogetkidstoeatfruit.Oneparticipantsuggestedthatherchallengewasgettingherchildrentoeatfruitratherthanacupcake.Itshouldbenotedthatthewhilegroupadmittedthereweresomevegetablestheirchildrensimplywouldnoteatandthereforewerenotincludedinregularmealplanning,theredidnotappeartobemuchemphasisplacedonservingmorethanonevegetableatthedinnertableorincorporatingvegetablesintosnackorlunchofferings.
Whenaskedabouttheconsequencesofnoteatingenoughfruitandvegetables,thegroupseemedtobeontrackwithstandardshort-termanswersof:weightgain,crabby,sluggish,depressed,ortired.However,eventhediabeticsinthegroupdidnotreadilyoffermoreseriouslong-termconditionssuchasdiabetes,heartattack,orhypertension.
Thisgroupwasalsoveryfamiliarwithanddisapprovingofthecommoditiesprovidedtofriendsandfamilyonthereservations.Oneparticipantreferredtotheofferingasa“starchbucket”andingeneralthegroupagreedthatcommoditiesaremostlyunhealthyandthefruitandvegetablesthataresuppliedarelessthandesirable.Relatedtothis,andaccordingtothegroup—foodpricesonthereservationsaretwiceashighastheyareoffofthereservations.Inothersessionswithnon-Indian/higherincomeparticipants,thehighpriceofbuyingfruitandvegetableswasacommontheme.Itwouldseemthatthemostimpoverishedsegmentsofthepopulationhaveanevenmoreseriouschallengewhenitcomestothecostofpreparingmealscontainingadequateservingsoffruitandvegetables.
deterrents to Produce Consumption
Itwasclearthatthisgroupfeltthateatingfruitandvegetableswasimportant.However,whenpushcomestoshove,theparticipantsinthisgrouparelikelygoingtostickwithwhattheyknowintermsofwhattheirfamilywilleatandnotstretchthoseboundariesveryoften.Aswithmostworkingfamilies,parentssimplydon’thavethetimetoresearchnewrecipesandprepareunfamiliarmeals.Addtothatthepossibilitythatsomeoftheproducewillnotgeteatenorwillgotowasteandthereislittletomotivatethemtotrysomethingnew.
Whilethegroupagreedthat“freshisbest,”theywerewillingtousefrozenjustasoften.Thebiggestdeterrentshadtodowithcostandpreference.Theperceptionamongthegroupwasthatfreshandfrozenvegetablesareexpensiveandwhenforcedtochoosebetweentheasparagustheylike,andthegreenbeansthatarelessexpensive(andtheyknowtheirchildrenwilleat),theywillsettleforthelessexpensiveoption,ratherthanpurchaseboth.
Cannedproducewasviewedalmostasa“lastresort”—somethingtohaveinthepantryincaseofemergency.Atthesametime,therewasmuchdiscussionaboutthelackof“freshness”ofproduceavailableatthegrocerystore.Severalminutesofdiscussionsurroundedcomparisonsofonestore’sproduceatagiventimeduringthemonthtoanother’s.Whenaskediftheywouldconsidersubstitutingcannedproduceforlessthandesirablefreshproducewhenmealplanning,responsewaslessthanenthusiastic.Itwasalmostasifthegroupwouldrathergowithoutproduceatallthanhavetosubstitutecanned.
ThegroupalsobroughtuplimitationsoffoodstampsandvouchersfromtheWICprogram.Oneparticipantsaidthateventhoughsheis“onWIC”shedoesnotalwaysuseherfullallotment,adding
31
“howmuchmilkdoyouneedinamonth?”Someoftheconversationincludedcomplaintsaboutwhatcouldbepurchasedandwhen,aswellasanexchangeof“tricksandtips”theyusetomaximizetheamountofproducetheypurchase.
Asoneparticipantstatedjunkfoodis“convenient,easy,andcheap.”Whencombinedwiththe“whinefactor”fromchildrenthatisinevitablebetweenthreeandfiveo’clockintheafternoon,busyworkingparentswilloftengiveintothepathofleastresistance.Muchoftheproblemstemsfromwhatkidswilleat.Thenotionsof“mykidswon’teatit”and“Ihaveapickyeater”continuedtoarise.Infact,onememberofthegroupsaidthatmealsfortheentirefamilyareactuallyplannedaroundthepickinessofonechild.Ratherthandealwithonechild’scomplaintaboutmenuselections,therestofthefamilyisessentiallypenalizedbecauseproduceoptionsarenarrowlydirectedbythatchild’spreferences.
Itwouldseemthenthatthereisadissonancebetweenwhatpeopleperceivetheirfamilyisgettingintermsoffruitandvegetableintake,andtheactuallevelsofconsumption.Mostofthegroupinitiallythoughttheirfamilieswere“close”togettingtherequirednumberofservings,butastheconversationscontinued,theybecamemoreawareofthefactthattheycouldonlyaccountforafewservingsoffruitandvegetablesperday,withtheprimaryofferingbeingatthedinnertable.Oneparticipantnotedthatgettingenoughfruitandvegetablesthroughoutthedaywasextremelyimportant,butthatevenwhentheymakeproduceavailable,“thekidsdon’twanttoeatit.”
Anotherdeterrentaddingtothechallengesistheadult’spreferences.Whilemostinthegroupreportedpushingfruitandvegetableconsumptionwhenitcametotheirchildren,mostadmittedtheyrarelyfollowthroughthemselves.Onemothercommentedthatit’s“harderforadultstochangeeatinghabits.”
Reaction to Munch Code & yuM Psa
Facebookusersandvisitorstowww.Healthysd.comcanaccessagamedesignedtoincreaseknowledgeaboutnutritionandsnacking.Imagesofvarioussnackfoodstheplayermightfindataconcessionstandaredisplayed.Onthesamescreen,arethreecolor-codedcircles.Thecircles(green,yellow,andred)wereselecteddeliberatelytoremindpeopleofatrafficlight.Playersarechallengedtoshowtheirfoodsavvybydraggingeachsnacktoitsappropriatecircle,wheregreenmeansgoodforyou,redmeansitshouldbeeateninmoderation,andyellowfitssomewhereinbetween.Playersreceiveaudiblecongratulationswhentheymakethecorrectchoices.
Whilenooneinthisgrouphadplayedthegame,responsewaspositiveparticularlywiththeirownyoungchildreninmind.Thegroupagreedthathavingagamelikethisavailabletokidsinschoolwouldbeagoodidea.
Responsetoexistingprintedmaterialswasalsometwithapositiveresponse.Thegroupfoundthegraphicstobecolorfulandinteresting,notingthattheirchildrenwouldlikelyfindthemattractiveaswell.Overalltheideaofcategorizingvariousfoodsbycolorwasagreeabletotheparticipants.
SeveralmembersofthegroupwerefamiliarwiththeYUMTVPSA,andreportedhavinglikedthemessageandvibrancyofthead.Thosethathadnotseenthecommercialrespondedpositivelytoit.Theonlynegativecommentwasthat“thoseveggiesdon’tlookasgoodwhenyougettothestore.”
32
Thegroupasawholeagreedthattheadwaspleasantandwouldbewellreceivedbymembersintheirfamiliesifitranmoreoften.
additional Communications Messages
Inadditiontotheexistingmarketingmaterials,thegroupwasalsoshownseveralconceptsandaskedwhich,ifany,wouldbemoreorlessappealing.Theconceptsrangedfromhumorousideasfeaturingkids,tostraightforwardideasfeaturingbrightandfreshlookingproduce,tomoreprovocativeconceptsfeaturingyoungwomen.Alloftheideaswerecreatedwiththenotionofgeneratingemotionalresponsesandencouragingdiscussion.
Please see accompanying PDF for sample creative shown.
Twotelevisionconceptsinvolvedreversingthetypical“adult/child”roleswhereinthechildrenweretheonesdoingthecoaxingtogettheadulttoeathisorhervegetables.Overall,thegrouprespondedverypositivelytotheseideas,someevenlaughedoutloudattheironyandnotedthattheirchildrenwouldindeedenjoytheopportunitytoreverseroles.Onemembercommentedthatitisagoodreminderforadultsaswelltoinvolvekidsinthemealplanningandpreparingprocess.
Thegroupwasalsopresentedaseriesofpossiblebillboardconcepts.Fiveapproachesweretested.Oneconceptwassimilartothetelevisionideaandfeaturedayounggirlofferingafork-fullofvegetableswiththecaption“O-o-o-openupwide.”Bothconceptandvisualmetwithpositivecommentsfromallinthegroup.
Otherconceptsincludedsomeheadlinevariationsincluding“Nature’sperfectweightlossprogram”and“Nature’sperfectdietpill.”Participantsfeltthatreferencestothewords“diet”and“pill”weresomewhatnegative,however,referencesto“losingweight”wereviewedinamuchmorepositivelight.Oneparticipantsuggestedanalternateheadlineof“Nature’sperfectsnackfood”thatwasappealingtotherestofthegroup.Thegroupalsorespondedpositivelytotheword“healthy”andsuggested“Nature’shealthysnack”asyetanotheridea.Allofthevisualimagesfeaturedavarietyofbright,freshfruitsandvegetablesandfeedbackfromthegroupwaspositiveoverall.Theonlypossiblenegativewas,asoneparticipantexpressed,“theveggiesdon’tlookthatgoodinthegrocerystore.”
Thelastbillboardconceptsfeaturedbeautifulyoungwomenandavarietyoffruitandvegetables.Theheadline“Notyourgrandma’sveggies”wasused.AmongtheLakotainSouthDakota,grandmothersareknowntobetrustedandrespectedmatriarchsofthefamily.Thisattempttosuggestpeopletotrynewordifferentvegetablespreparedinnewandalternatewayswasviewedassomewhatdisrespectfulfromthisgroup.
Coupons, Recipes & Cooking demonstrations
Aswithothergroupssurveyed,overallresponsetocoupons,recipes,andcookingdemonstrationsweremetwithenthusiasticresponse.Everyoneinthegroupagreedthathavingthemavailableatthepointofpurchasewouldbethebestwaytopersuadethemtotrynewordifferentfoodsaswellasnewrecipes.
33
Manyinthegroupnotedthattheyfallintothehabitofpreparingthesamerecipesthesamewaysoverandoveragainandneedtoberemindedtotrysomethingnew.
Astheconversationcontinued,thegroupbegantobrainstormotherideastoeitherpiggybackonorincorporateintotheconceptsbeingdiscussed.Manyofthesuggestionsincludedwaystogetthe“eatmorefruitandveggies”messageinfrontofchildren.Oneparticipantsuggestedthatvegetablesshouldbepromotedin“everythingtheysee”onTV,withdisplaysatthegrocerystoreandpostersatschool.Anothersuggestedusingtheirheroesandmascotstohelp,saying“ifyouputDoraonitmydaughterwilleatit.”
Yetanothersuggestedassociatingvegetableswithfunritualssuchasshoppingforvegetablesthesamewaytheyshopfortoysintheholidayflyersandtoycatalogs.Avarietyofideasinvolvinggameswerealsodiscussed.Theideaofencouragingkidsto“playwiththeirfood”waswellreceivedasitnotonlywouldappealtothekids,butcouldgiveparentssomeideasastohowtoconvincetheirchildrentotryneworeatmorefruitandvegetables.
Overall,thegroupfeltthattheyoungerthekidswerewhenexposedtohealthyeatinghabitstheeasieritwouldbetocontinuethebehavior.Theyalsoagreed“ifkidsseeotherkidsdoingit,they’lldoit.”Oneparticipantofferedanideainvolvingacoloringbookcontainingfunrecipesforkids.Anothersuggestionwasshowingkidsimagesofbrightsmiles,healthyhair,andteethandsaying“ifyouwantthese…thenyouhavetoeatthese.”
Inadditiontohavingpointofpurchasereminders,coupons,recipes,and/ordemonstrationstohelpmotivateadultshoppers,thegroupalsosuggestedcookingclasses.Indiscussingthisidea,mostagreedtheywouldbemorelikelytoattendaclassifchildcarewasavailable.Alongtheselines,theideaofusinganonlineservicetohelpwithmealplanningwasonlywarmlyreceived.Thisgroupappearedtoliketheideaofa“community”or“handson”typeofeventmuchmore.Theyalsoagreedthatatribalradiopromotionwouldbeappealing.Oneparticipantsuggestedhavinga“verylively”commercialfollowedbya“call-in-get-a-veggie-of–the-day-prize”typepromotion.
Conclusions
Someideaswithregardtofruitandvegetablesappeartobeconstantregardlessofethnicity.Ingeneral,weknowthatattitudesandbehaviorsaren’tgoingtochangeovernight,however,itispromisingtonotethatbettereatinghabitsandthenotionofincorporatingmorefruitandvegetableswerewelcomedbytheparticipantsinthissession.Devisingtoolstohelpmakeit“easier”tobuyand/orprepareproducewouldalsobeasoundstrategy,aswouldsimplyputtingthemessageouttherewithincreasedfrequencyasaconstantremindertoincorporatefruitandvegetablesintotoday’smenu.
Infact,alloftheparticipantsintheAmericanIndiangroupwereverysuccinctandadamantaboutthispoint,“weknowwhatwe’resupposedtodo,wejustneedconstantreminding.”
Overall,exceptforthecostfactor,itseemedthattherewasverylittleoppositiontoeatingmorefruitandvegetables,savethecomplaintfromthepickyeater,butratherasenseofbeingsooverwhelmedbydaytodaychallengesofworking,shopping,planning,andpreparingthatthedefaultbehavioristo“gowithwhatyouknow.”
34
WhatwasclearlyalargerchallengefortheAmericanIndiansinthisgroupwasthecostofprovidingqualityfruitandvegetablesfortheirfamilies.Theirbudgetsarenotonlylimited,butsoarethenumberofshoppingtripstheycanmakeinagivenmonth.Inadditiontolimitationsonshoppingfrequency,thispopulationsegmentisfurtherhinderedbylimitson“howmuch”pershoppingtripcanbespentonproduce.Addtothatthefactthatthosewhoreceivecommoditiesfindtheofferingstobeoflowqualityandperceptionsthatfruitandvegetables“tastebad”aresolidifiedwhichwillperpetuatethecycleofnotbuyingthembecausetheirfamilywon’teatthemandtheyareexpensive.
Givenpastresearchconcerningthisparticularmarketsegmentandsomeoftheideasdiscussedinthissession,communityorientedoutreachprogramswouldbeagoodplacetobeginexploringstrategiesthatwillhavealastingeffectonthispopulation.Additionaleducationalmaterialsforchildreninvitingthemtotryandaskformorefruitsandvegetables,educationalprogramsforadultsincludingcookingclassesandinformationregardingthepotentialhealthconsequencesofnotincorporatingmoreproduceintheirdiets,andcouponsorprogramsthatspeaktotheongoingissueofcostandavailabilityshouldalsobedeveloped.
Healthy Concessions Facebook Game - Welcome Page
Appendix A - Sample Creative
Healthy Concessions Facebook Game – Game 1 Start
Healthy Concessions Facebook Game – Game 1 Complete
Healthy Concessions Facebook Game – Game 2 Start
Healthy Concessions Facebook Game – Game 2 Red Food Rollover Effect
Healthy Concessions Facebook Game – Game 2 Complete
Healthy Concessions Facebook Game – Game 3 Start
Healthy Concessions Facebook Game – Game 3 Complete
Healthy Concessions Facebook Game – Game 3 Food Amounts
Healthy Concessions Facebook Game – Prize Form
TV Concept #1
TV Concept #2
Billboard Concept #1
Billboard Concept #2
Billboard Concept #3
Billboard Concept #5
Billboard Concept #4
Yum.Fresh is best, frozen is fantastic, canned counts. No matter how you get your veggies, eat 8 servings per day. For more yummy recipes, go to healthysd.govColor
think healthY think
save $1.001 BunCh of
BroCColi
Yum
! reC
ipe
28ChiCken & BroCColi Stir–frY
DirectionsCombine first 6 ingredients with 1/4 cup water in bowl, mixing well. Marinate chicken in sauce for 10 minutes or longer. Drain chicken, reserving marinade. Heat oil in skillet. Add chicken in small amounts to prevent crowding. Stir-fry until brown. Remove from skillet and set aside. Add broccoli and onion to hot skillet. Stir-fry 1 minute. Add 1/4 cup water, cover and steam for 3 minutes or until broccoli is tender-crisp. Return chicken to skillet, adding marinade. heat through, stirring constantly. Serve over rice.
ingredients1/3 cup soy sauce2 tablespoon brown sugar1 clove garlic, crushed1 teaspoon ginger
1 teaspoon cornstarch1 1/2 pound chicken (cut in bite-size pieces)1 tablespoon oil1 bunch broccoli1 large onion
Coupon Card #2 Front and Back
save $2.001 BunCh of
CollarD greenS
Yum
! reC
ipe
28Vegetarian “Southern-StYle” CollarD greenS
DirectionsIn a large pot over medium heat, heat oil and butter. Saute the onions until slightly softened, about 2 minutes, then add the red pepper flakes and garlic, cook another minute. Add collard greens and cook another minute. Add the vegetable stock, cover and bring to a simmer. Cook until greens are tender, about 40 minutes. Add tomatoes and season with salt and freshly ground black pepper.
ingredients1 tablespoon olive oil1 tablespoon butter1/2 large onion, chopped1 teaspoon red pepper flakes
1 clove garlic, finely chopped1 pound collard greens, chopped3 cups vegetable stock2 tomatoes, seeded and choppedSalt and freshly ground black pepper
Yum.Fresh is best, frozen is fantastic, canned counts. No matter how you get your veggies, eat 8 servings per day. For more yummy recipes, go to healthysd.govColor
think healthY think
Coupon Card #1 Front and Back
Blackhawk: BJ’s Summerset: Haggar’s
Sturgis: Grocery Mart Hot Springs: Lynn’s Dakotamart
Pine Ridge: Sioux Nation Sharps Corner: Common Cents
Kyle: Kyle Grocery Martin: Waggoners’ Grocery
Appendix B - Grocery Store Locations
Mission: First Stop Grocery Mission: Turtle Creek Crossing
Mission: Buche Foods Ft. Thompson: Lynn’s Dakotamart
Highmore: Vlceks Miller: Tucker’s SuperValu
Huron: Fair City Foods Huron: Coburn’s
DeSmet: Maynard’s Volga: Jager’s Grocery
Brookings: Hy-Vee Brookings: Walmart
Arlington: Plagman’s Madison: Sunshine Foods
Hartford: Sunshine Foods Tea: Sunshine Foods
Sioux Falls: Sunshine Foods Sioux Falls: Franklin Food Market
Mitchell: County Fair Food Store