VICTORY GARDEN MOBILE
MARKET
Kyle Anderson, John Baccino, Lindsey Bottman,
Cally Byrne
The Problem
VA Veteran Statistics:
>7 in 10 overweight or obese
>165,000 morbidly obese
Veterans that receive VA Healthcare tend
to have a lower household income than
those that do not
food insecurity
Click icon to add picture
Veteran rate of participation in Supplemental Nutrition
Assistance Program (SNAP) is increasing at a faster rate than
the non-veteran population.
Most Veterans in SNAP households used VHA healthcare
and have a service-connected disability.
Innovative Solutions to Food Insecurity
Community Gardens
Farmers Markets
Healthy Eating Incentive Programs
Ex. Double Value Produce Perks, Senior
Farmers Market Nutrition Program
Victory Garden Mobile Market
Program Overview
Schedule:
12:00 to
5:00
Mobile Farmers Market & Eatery
Small, seasonal lunch menu
Monday
Wade Park
Tuesday
Wade Park VAMC
Mount
Wednesda
y
Lorain
Thursday
Painesville
At least 30% locally produced items
Additional revenue stream
Pilot Target Areas:
Parma
May through October
Zion Church Parking Lot
Parma CBOC
Lorain CBOC
Painesville CBOC
Farm-to-Hospital
Market Vehicle
1989 GMC Mobile Kitchen
Interior
Includes: Generator, flat top grill, small reach
in refrigerators, exhaust hood, four burner
stove, multiple preparation areas, a serving
window, propane tank, and hot water heater
Added: Large standup refrigerator, food
warmer
Exterior
Added: Truck decals, expandable awning
Shelving for crates of produce and table for
market sales
Sourcing and Logistics
Kinsman Farm
Pick Up
Incubator farm on East side of Cleveland
Utilized by twelve different farm operations
One location multiple farms
Sunday through Thursday
Eliminates potential distribution expenses
Storage
Two small refrigerators
Large standup refrigerator
Hildebrandt Commercial Kitchen
Sourcing and Logistics
Hildebrandt Community Kitchen
Shared-use, fully licensed, commercial kitchen facility for new and
small businesses
$24/hr
Equipment Available:
6
six-burner and flat top grill cook top
2 conventional ovens
2 convection ovens
Shallow fryer
Large cabinet smoker/roasted
40 gallon tilting skillet
Pots, pans, trays, utensils
Demo space
Prep surfaces
Refrigerator/freezer space
Sourcing and Logistics
Consignment Profit Sharing
VGMM determines price
Minimizes resources used on direct marketing
Maximizes time spent on the farm
Benefits to VGMM:
Agreed upon minimum and maximum price point
Benefits to Farmer:
Farmer: 75%
VGMM: 25%
No upfront cost for the produce
Eliminates risk of purchasing too much inventory
Other terms:
Farmer reqd to provide minimum amount of produce on agreed
schedule
VGMM will go through necessary training
Logistics
Each Farmer Individualized ID Code
iPad Square Point of Sale software
Cash and credit sales: Reimbursed
biweekly
Income-based Incentive sales:
Reimbursed monthly
Staffing
Full-time Program Manager
Part-time Market Assistant
Business management and planning, site
operations, fundraising, market research,
farm liaison, accounting, scheduling, recipe
development, etc.
VGMM market site operations assistant
Part-time Cook
Sunday meal preparation and lunch time
operations
Payment Methods
Cash and credit
Supplemental Nutrition Assistance Program
(SNAP) Benefits
Double Value Produce Perks (DVPP)
Dollar-for-dollar match (up to $10) to be used on
produce
Only for SNAP recipients
Senior Farmers Market Nutrition Program
(SFMNP) vouchers
WIC vouchers
Budget
Farmers Market Revenue
Lunch Menu Revenue
Grilled Cheese
$2.75
Tomato Soup
$4.50/bowl
$2.25/cup
Squash
Spaghetti w/
Meatballs
$5.25
Spinach Salad
$3.75
Turkey &
Pesto Wrap
$5.00
Lunch Menu
Revenue for
the entire
Market
Season
=$55,250
Budget
Startup Costs
Total Expenses =
Total One Year One Costs +
Consignment Fee
Budget
Investment
Future Plans
One Year:
Three to Five Years:
Lunch Menu Customer Surveys and Focus Groups
Assess food procurement effectiveness Is
consignment the best method?
Office Space
Increase supply more farms
Educational component
Ten Years:
Expand target area
Establish own urban market garden ran by
Veterans
References
Reinhardt C. Victory Gardens. Farming in the 1940s. Living History
Farm. www.livinghistoryfarm.org/farminginthe40s/crops_02.html.
Accessed September 3, 2015.
VA Research On Obesity. U.S. Department of Veterans Affairs.
www.research.va.gov/topics/obesity.cfm. Accessed September 15,
2015.
Mobile Markets. Greensgrow. http://
www.greensgrow.org/mobile-markets/. Accessed September 15,
2015.
Mobile Markets: Applying The Food Truck Model To Food Access.
Aracadia. http://
arcadiafood.org/sites/default/files/files/Arcadia_Mobile_Market_Rep
ort_Web.pdf
. Accessed September 15, 2015.
Used Vending. Used Vending Website.
https://www.usedvending.com/. Accessed September 3, 2015.
References
US Foods Products. US Foods. http://
www.usfoods.com/index.html . Accessed September 4,
2015.
Price Spreads from Farm to Consumer. USDA. http://
www.ers.usda.gov/data-products/price-spreads-from-farm
-to-consumer.aspx
. Accessed September 4, 2015.
Agricultural Marketing Service. USDA. http://
www.ams.usda.gov/market-news/fruits-vegetables .
Accessed September 4, 2015.
City of Cleveland Food Truck Ordinance. Cleveland
Cuyahoga County Food Policy Coalition. http://
cccfoodpolicy.org/document/city-cleveland-food-truck-ord
inance
. Accessed September 4, 2015.
