image via The Candy Trail
Candy, ice cream, chips, and soda.
That’s the stock in trade of the corner store. When kids drop in on the way home from school clutching dollar bills from their allowance, that’s what they buy. And in Philadelphia, the poorest and most obese of the big cities, they were buying way too much. A study published in the journal Pediatrics reported that more than 53% of the city’s public school students were shopping at corner stores once every school day, and 29% were stopping by both before and after school, five days a week. On average they were spending just over a dollar at each visit, and on average they were buying sugary, fatty treats that added up to 356 calories.
There’s so much wrong with this picture—from the dearth of healthy options in urban food deserts and the poor nutritional choices the kids were making, to the out-of-whack food system that creates so many empty calories so cheaply. It threatened to undermine the schools’ efforts where they had eliminated junk food from campus vending machines and rid cafeterias of hard working deep fat fryers.
The corner store is not the enemy.
Bodegas and convenience markets are part of the urban landscape. They serve an important role in poorer communities where options are limited, and Philadelphia has fewer supermarkets per capita than almost every other large American city. The corner stores are free market enterprises with little square footage and prime display space that’s often contractually reserved for favored vendors. They don’t have room to stock what doesn’t sell, and what does sell is often cheap and unhealthy.
It’s a two-pronged approach.
Store owners need to be encouraged to stock fresh, healthful foods, and kids need to be encouraged to choose them. The Food Trust, a Philadelphia-based organization that works to improve access to affordable, healthy food, has led the charge with its local Healthy Corner Store Initiative and the creation of the national Healthy Corner Stores Network.
Creating a sustainable model on the supply side.
In 2009 The Food Trust began with fewer than a dozen participating Philadelphia store owners. They provided equipment like inexpensive refrigerated barrels that allowed the stores to expand their inventory of perishable foods, and linked the owners with local farmers and fresh food suppliers. They also offered training, merchandising, and technical support to store employers that showed how they could boost food safety and reduce spoilage, and ultimately the store owners found that they could improve overall store operations while profitably selling healthier products.
Appetites don’t naturally follow access.
To create sustainable demand for healthy foods, the diet of an entire household has to be transformed. The Food Trust reaches out to both children and their parents with education and message marketing. They engage families through community-based programs on nutrition and healthy purchasing, and are a strong presence in the public schools where 80% of the city’s students have participated in nutrition and wellness programs. Of equal importance is a youth leadership program that targets the social component of behaviors and the troubled relationship that many kids have with food.
In just four years, Philadelphia’s Healthy Corner Store Initiative has grown to involve 680 store owners. All have agreed to stock at least four healthy new products, with most offering dozens more. Pricing is kept competitive and many products bear labels and logos that highlight the store’s healthy options.
Philadelphia is bucking a childhood obesity trend.
While obesity rates remain unchanged all around the country, recent studies show an average decline in obesity rates for Philadelphia’s schoolchildren of five percent, and an even more significant seven percent drop among African American boys and Latina girls, two groups at especially high risk for diabetes. The success is shared by numerous constituents of the city’s broad-based assault on obesity, but breaking the old corner store habit, with its daily dose of junk food, is no small part of it.