Focus Group & Grocer Interview Summaries...

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


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


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.


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.


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


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


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


Asageneralrule,thisgroupreportedtheydomostoftheirgroceryshoppingonorshortlyafterthe10thofthemonthwhenfoodstampsand/orsupplementalgovernmentchecksaremadeavailable.Formanyinthegroup,thisistheonlytimeduringthemonththeyhavemoneytobuyfood.Thistripconstitutesthe“bulk”shoppingforthemonthandisdoneprimarilyatWalmartorSam’sClubbecauseofperceivedvalue.Severalinthegroupreportedbeing“buyinbulkandfreeze”shoppers.ThislargertripisfollowedbyoneortwoadditionaltripstolocalgrocerystoresincludingSafeway,FamilyThrift,andFamilyDollar.

Therewerethreeparticipantsinthegroupthatvisitthegrocerystoreonceaweek.Onewomancommentedthatshehastosupplementherbigtriponthe10thwithweeklytripsbecauseher“kidseatittoofast.”AnotherwomansayssheshopseveryFridayfortheweekendandfollowingweek.Andonemoreparticipantreportedthatshehastoshopeverydaytokeepupwiththeneedsofherfamily.


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.”


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 Red Food Rollover Effect

Healthy Concessions Facebook Game – Game 3 Food Amounts

Healthy Concessions Facebook Game – Prize Form

TV Concept #1

TV Concept #2

Billboard Concept #1



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

Focus Group & Grocer Interview Summaries...

Documents

Transcript of Focus Group & Grocer Interview Summaries...