Apples & Wages Fresh Food and Economic Independence in the …people.ischool.berkeley.edu › ......
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Apples & Wages
Fresh Food in the Tenderloin: High Scarcity and Price Variability
Dylan Crary | Heather Do | Rebecca Hui | Sandra Lee | Christina Tanouye | City Planning 116 Spring 2012 Kim Suczynski-Smith and Andrea Ga�ney
SingleResidency OccupancyHotel
Market Apartment
Low-Income Housing
Eddy
Jones
Market
Leavenworth
Golden Gate 6th
Dale
Hyde
Turk
Taylor
Cyril MagninMason
70% of Units are Single Residency
Occupancy
Housing: SROs Dominate
High Poverty and Unemployment
Thesis A combined mobile fresh food system and transitional job training program can increase economic independence and food security in the Tenderloin.
Access to Cooking Equipment at Home among Tenderloin Residents
Fresh Food and Economic Independence in the Tenderloin
Percent below Poverty Level
0-10%10-20%20-30%30-40%40-53%
Poverty UnemploymentTenderloin Rate: 9.5%SF County Rate: 4.6%
16-21 22-29 30-44 45-54 55+Age
71 175
547
335
90
FemaleMale
Number Unemployed39.4% of Tenderloin residents live below the federal poverty line
% of Population by Income
Tenderloin San Francisco
US Census Bureau ACS DP02 05-09
$15,000 - $34,999
$35,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000-$149,999
<$15,000 >$150,0000%
10%
20%
30%
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$ $$$
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$
$
$
$
$
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$
$
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$
$ $$$$
$
$$$$$$
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MARKET ST
POW
ELL ST
LARKIN
ST
POST ST
US Census 2000 SF 3
0-5%5-10%10-15%>15%
Unemployment Rate
Barriers to a Balanced Diet
Chinatown
53%
29%
4%
small corner store in Tenderloin 8%
According to a survey taken by the Tenderloin Neighborhood Development Corporation, residents would prefer a new food store that is not too large, “gives back” to the neighborhood, and employs neighborhood residents.
30%76%
22%
71%
39%
RefrigeratorStove Freezer
Hot Plate
Microwave
Where Tenderloin Residents Buy GroceriesTNDC Food Store Survey 2008
TNDC Food Store Survey 2008
US Census Bureau ACS B23001 05-09US Census Bureau ACS DP02 05-09
Produce-O-Meter
Eddy
Jones
Market
5th
Leavenworth
Golden Gate 6th
Dale
Hyde
Turk
Taylor
Cyril MagninMason
BalancedUnbalancedTenderloin Basket of Goods
1 Orange
1 Banana
1 Dozen Eggs
1 Loaf of Bread
Price Index
$0.68$0.55
$2.411 Tomato $1.00
Prices
1 Daldas 2 Downtown Grocery
3 Metro Market
4 Empire Market
5 Golden Gate Market
6 Barah’s Market
7 Maryland’s Market
8 Tobacco Market
9 C&H Market
0
1.001.502.00
2.503.00
0.50
2
$2.22
Precedent StudiesHow Mobile Food Vendors Can
Provide Food SecurityHow Government Entities Can Impliment Its Food & Job Goals
How Food Jobs Can Provide Economic Independence
Program Goal: Conquer homelessness through food employment.Method: Clients participate in a 6 monthprogram that includes
CHEFS ProgramFood Service Job Training
NYC Green Carts Public Health + Economic Initiative
Pennsylvania Fresh Food Financing InitiativeCommunity + Economic Impact of Supermarket
Program Goal: Improve health in underserved communities and create food jobs. Method: Use $1.5 million grant and 1,000 new permits to help �nance green cart operators.Success: Created over 900 jobs and provided greater access to fresh produce. http://www.nyc.gov/html/doh/html/cdp/cdp_pan_green_carts.shtml
Peaches and Greens: Detroit, MIMobile Produce Market Replenishes Food Desert
Holton Farms Truck, NYCMobile CSA Truck + Central Kitchen
Program goal: Replenish Detroit’s massive food desert.Method: Solve food accessibility with a mobile produce market.Food source: Community Gardens.Origin: Created as part of Healthy Neighborhoods Initiative by the Central Detroit Christian Community Development Center. http://www.centraldetroitchristian.org/economic-development/businesses/peaches-greens/
Program Goal: Increase the grocery stores in underserved communities.Method: Create public-private partnership with Pennsylvania food, economic development, and urban a�airs organization to utilize $85 million grant and loan program.Success: Led by PA Dept. of Community and Economic Development, FFFI increased access to a�ordable healthy foods and created/retained 2,442 jobs.
Program Goal: Bring produce from Vermont Farm to New York City neighborhoods in need of fresh produce.Food Pricing: Cross-subsidize CSA box prices in low-income areas with increased prices in higher income areas.New Method: Truck + Central Kitchen area to prepare fresh meals cafeteria style.http://www.holtonfarms.com/index.html
La Cocina, San FranciscoIncubator Kitchen for Low-Income Entrepreneurs
Mission Pie, San FranciscoLocally Hires + Locally Sources
classroom education, and a 3 month cooking internship.Outcome: 75% of students have secured full time employment. http://ecs-sf.org/programs/chefs.html | also: Homeboy/Homegirl Industries. Los Angeles, CA
Program Goal: Create successful for-pro�t café/bakery.Method: Use high quality food made a�ordable through direct purchasing from local wholesale farmers. Important Attribute: Hires half of sta� from non-pro�ts that work with disadvantaged individuals. These interns gain transferable job skills.http://missionpie.com/
Program Goal: Cultivate low-income food entrepreneurs who are attempting to formalize their business.Method: Each small business owner uses a central kitchen to prepare food and bring to their place of business to sell. Outcome: Keeping to code at central location allows for low cost to creating di�use food market. http://www.lacocinasf.org/
http://www.trfund.com/resource/downloads/Fresh_Food_Financing_Initiative_Comprehensive.pdf
mobile stationary jobs training
Deliver money and legal/tax
bene�ts
Oversee kitchen construction and
deals with program partners
Engage Community and Stakeholders
Mobile Food Vendors
City of San Francisco Customers
access to cooking/storage facilities
cost
accessiblity
safety
travel time
freshness
convenience
divergent shopping patterns among di�erent cultural/ethnic groups
>50% rely on emergency food sources “often ” or “sometimes”
tra�c impact
long permit waitlist
availability of information
ADA & senior mobility
too many mobile food vendors
more involvement in policy
adequate job training
visibility of stands
retail competition
Initial Phase: Review, Plan, Analyze
Implementation Phase: Build and Begin
Re�ne and
re-fund program
Phase 2: Devolpment & Re�nement Phase 3: Build & Begin Phase 4: Evaluate, Re�ne, Expand
Career Resources Develelopment CenterBay Area Women’s and Children’s CenterGlide Memorial United Methodist ChurchCentral City Hospitality HouseTenderloin HealthHyde Street Community ServicesSt. Anthony FoundationSan Francisco Vocational ServicesRenaissance Entrepreneurship CenterAsian Neighborhood Design
Existing Job Training ServicesExisting Food Justice Organizations
Heart of the City’s Farmers’ MarketTNDC Community GardenGLIDE’s Rooftop GardenHayes Valley FarmProduce to the PeopleThe Garden Project
1
Leverage Community Assets
2
543
6
Assess Results
The city is committed to economic vitality in the Tenderloin
Central Kitchen
Urban AgricultureCommunity GardensDistributors
Pool of Potential Employees Successful Training PorgramPrepare Basic Plan
$ Neighborhood Marketplace Initiave
$ Identi�ed Enterprise Zone
$ Central Market Partnership
Employment
Engage Tenderloin Stakeholders
(Including Business)
Phase 1: Review, Plan, Analyze
Food Security
Create partnership with
relevant organizations
Key
Non-Pro�t ActionSan Francisco O�ce of Economic and Workforce
Development Action
Solidify guiding principles and project goals
Issue notice of funding
availability
Create and submit program
proposal to OEWD
Choose top applicant according
to previously delineated criteria
Implement Program
CollectData
Evaluate Program
Job Training and
Food Preparation
at Central Kitchen
Proposal: Apples & Wages - The Tenderloin Food Security and Independence Plan
San Francisco Clean City CoalitionSwords to PlowsharesSouth of Market Employment CenterSkills Center Vocational TrainingCHEFS (Conquering Homelessness throughEmployment in Food Services)Conard House, SAGE Goodwill IndustriesThe Arc San FranciscoCommunity Vocational Enterprises
1
91
1098765432
11
181716
15141312
N
100’0’
Eddy
Jones
Market
5th
Leavenworth
Golden Gate 6th
Dale
Hyde
Turk
Taylor
Cyril MagninMason
Identify Stakeholders SRO
Vacancy
ApartmentHotel
Art Studio
Grocery/Deli
Theatre
Bar/Club
Park
Public Services
Community Center
Non-Profit
Food ($$)
Liquor Store
Public Parking
Private Parking
Retail Business
Service Business
School
Clinic/Health
Sweatshop
Food ($)
Credit Union
Housing
Private Sector
Non-Pro�ts &Public Sector
13
2
654
7
9
8
10
12
131415
1617
1819
112
3
4
1
San Francisco Enterprise Zone
Carts sell fresh produce and
healty prepared meals
Carts sent around Tenderloin to make food easily accessible.
Planning Step 3 - Identify Potential Locations
Eddy
Jones
Market
Leavenworth
Golden Gate
Dale
Hyde
Turk
Taylor
Cyril MagninMason
Relevant Existing Conditions
21
3
2
Food Cart - Jones & Turk3
Market Stre
et
Turk Street
6 min walk to Jones & Turk12 min walk to Leavenworth & Eddy
Brings a new economy to Market StreetExpands the hub of non-pro�ts to Market Street
Enhances the public realm and identity of Market StreetLarge space for cart & produce storage and multiple kitchens
260’
175’
Central Kitchen Location1Planning Step 1 - Develop Program Structure
Pilot Program: Apples & Wages
Planning Step 2 - Map for Opportunity
Single Residency Occupancy HotelLow-Income Housing
VacancyVacancies
Non-Profit OrganizationCommunity ServicesHousing Types
Community Center
100’0’ 200’
hotel
laundry
market
vacancy
market
video
mar
ket
mar
ket
eate
ry
hoteleatery eatery
hotel
hotel
eatery
hotel
NGO
NGO
museum
tree
treetree
6’ from path of travel
LeavenworthStreet
Eddy Street6’ from path of travel6’ from path of travel
6’ from path of travel
vacancy
Street
park
ing
parking parking
hotel hotelhotel
hotel
market
eatery
shop
NGO
tree
tree
treetree
tree
tree
tree
bus stop
tree
6’ from path of travel
6’ from path of travel6’ from path of travel
6’ from path of travel
o�ce
Turk Street
Jones Street
6’ from path of travel
6’ from path of travel
street elevation
Planning Step 2 - Opportunities
Food Cart - Eddy & LeavenworthN
northeast corner of Jones and Turk
parking lot
5’ from curb return
5’ from curb return
7’ from�re hydrant
6’ from path of travel6’ from path of travel
tree
7’ from street furniture
7’ from�re hydrant
7’ from street furniture7’ from street furniture
N
plannortheast corner of Jones and Turk
5’ from curb return
6’ from path of travel
7’ from street furniture
curb return
7’ from street furnitureN
0’
0’
100’
100’
Entrance into Program
On the Job Training
Post Program Support
6 -12 months
Outcomes
Unemployed Tenderloin residents in subsidized housing programs
Basic Skills CenterLiteracy
GED preparationBasic Math
Kitchen TrainingStandard Cooking Methods
NutritionFood Sanitation and Safey
Menu Planning
Resume PreparationInterview Techniques
Food CartsSales
BudgetingInventory Keeping
Marketing
Unsubsidized Employment/ Economic Independence
A�ordable, Healthy Food for Tenderloin Community
Job SkillsWork Ethic
Job BehaviorConsistencyCon�dence
Job Placement HelpPartner Organization Resources
Initial Assessment and Placement
+
Optimizing for Demand
Total Population in the Tenderloin 24275% People living below poverty line 28.50%Population in Tenderloin living below poverty line 6924Yearly Income (Weighted Average) ($) 11139% Year Income Recommended for Food Spending 15%Amount spent per year on average on food 1670.85
Suggested Basket of Goods/Week/Person Fair Price Values1 Loaf of Bread 2.4
1 Half Dozen Eggs 2.222 Tomatoes 1
3 Oranges 0.373 Bananas 0.15
Total Payment Per Person/Week 7.07
Optimal SupplyTotal Pieces of Items Demanded/Week
Loaves of Bread 6924Half Dozen Eggs 3462
Tomatoes 13848Oranges 20773Bananas 20773
Total Fruit Demanded Per week 55394
Cart Demand 140Cart Capacity=400 fruit pieces, 10 loaves of bread, 20 dozen eggs
Cart Rates (Week Days) | MobileMorning 1 block=10 minutes 6
Lunch 1 block=20 minutes 12Evening 1 block=15 minutes 6
Total Week Day Carts 15Cart Rates (Weekends) | Stationary
Eddy: Cyril Magnon-Taylor 20Turk: Mason-Taylor 20
Total Weekend Carts 40
Determining Supply and Delivery Schedule by Understanding Target Segment Needs
Cart Placement StrategyDemographic Criterias
$7.00/week
The New Basket of Goods
Eddy
Jones
Market
5th
Leavenworth
Golden Gate 6th
Dale
Hyde
Turk
Taylor
Cyril MagninMason
N
100’0’
1
2
3
4
5
67
8
2
9
Eddy
Jones
Market
5th
Leavenworth
Golden Gate 6th
Dale
Hyde
Turk
Taylor
Cyril MagninMason
N
100’0’
1
2
3
4
5
67
8
2
9
1
2
3
4
5
8:00AM
12:00PM
6:00PM
1
Eddy
Jones
Market
5th
Leavenworth
Golden Gate 6th
Dale
Hyde
Turk
Taylor
Cyril MagninMason
N
100’0’
1
2
3
4
5
67
8
2
9
Week DayWeekendOn the week day, 6 carts will circulate throughout the area in the morning and at night. The number of carts supplied during noon will double.
On the weekend, there will be a stationary farmer’s market on Eddy Street from Cyril Magnon-Taylor, and on Turk from Mayson-Taylor. The reason for its strategic positioning is two fold: 1) By placing the farmer’s market near market street, walker bys will be drawn to the space and be attracted to the market, encouraging further integration and a larger, more diverse customer base 2) There is a shortage of grocery stores on the west side of the area, and through the physical placement of these carts would help revitalize the area
111
444
555
777 66
44444
555
777 66777
111
EddyEddyEddy
Eddy
Jones
Market
5th
Leavenworth
Golden Gate 6th
Dale
Hyde
Turk
Taylor
Cyril MagninMason
N
100’0’
2
3
4
5
67
8
9
4
44
55
4
5
777 6
StationaryMobile
Organizational Behavior
TEXT GUIDES
Subtitles 48Sub-subtitle 36Regular text 24
Trainees
Job Counselers Kitchen Mentors
Managers
• Oversight-30 H*
• Morning -10 H• Noon -10 H• Evening- 10 H• Weekend-6 H
• Literacy -2 H• GED Prep – 2 H• Basic Math – 2 H
• Cooking -4H• Nutrition-2H• Food Handling
-1H
*Per week work hours
$25
$20$20
$12-15
*Hourly Wage
3
*Number of Positions
5 5
30
Organizational Hierarchy is �at while ensuring the most e�ective management and mentorship culture
Program Costs and Revenue Projections
$3,606,720$3,780,504$3,500,000
Total CostsProjected RevenueGrant Request
Produce Carts at Jones & Turk
Apples & Wages in ActionStreet Festival on Ellis between Jones & Taylor