The KTA Grocery Store Pilot Project

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The KTA Grocery Store Pilot Project

• Presented to
• the Network for a Healthy California
  ConferenceJanuary 24, 2008

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• Nancee Nalani Aki, MPA
• Healthy Hawaii Initiative Community Program
  Coordinator
• Tina Tamai, RDH, JD, MPH
• Nutrition Education Network Coordinator
• Hawaii Department of Health
• Tobacco Settlement Project Healthy Hawaii
  Initiative
• Partners
• Barry Taniguchi, President, CEO
• Toby Taniguchi, Vice-President
• KTA Super Stores
• Naomi Kanehiro, MS, RD
• Extension Agent
• University of Hawaii Cooperative Extension
• Hawaii Department of Human Services
• United States Department of Agriculture Food and
  Nutrition Services

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State of Hawaii
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The Island of Hawaii

• Total Population 164,500 Adults and Children
• High Concentration of Low-Income Population
• 36.4 of population _at_ 185 FPL
• Geographical Concentrations of FSP Eligibles
  _at_185 FPL
• Hilo (49.3 )
• Puna/Kau (36.7 )
• North Hawaii (29.)
• Fruit and Vegetable Consumption (Servings FV/day)
• Hilo - (6.0 lt1/day) (24.3 gt5/day)
• Puna/ Kau (4.7 lt1/day) (24.6 gt5/day)
• North Hawaii (4.2 lt1/day) (26.9 gt5/day)
• Healthy Hawaii Survey 2005 Hawaii
  BRFSS

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KTA Super Stores

• 6 Grocery Stores
• Hilo (2) Waimea Kona-Kailua (2) Waikoloa
• 4 of 6 Stores FSNE Qualified
• Grocery Store Owners
• History of Community Participation
• Willing to Provide Data for Evaluation
• Affiliated Television Program
• UH Cooperative Extension - Collaboration

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Fruit and Vegetable Campaign

• Target Food Stamp Eligible Population
• Entire Island of Hawaii
• Simple Message
• Fruits and Vegetables Are Good to Eat
• Appealing to Eat
• 16 Weeks Set of 10 Fruits and Vegetables

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Theme

• Bright Colorful Pictures of Fruits and Vegetables
• Simple Jingle Messages to Encourage Eating the
  Featured Fruit or Vegetable

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Fruits
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Fruits
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Vegetables
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Weekly Featured Produce Items

• Featured Fruit or Vegetable
• Newspaper Ads
• With Factoid on Featured Item
• Sale on Fruit or Vegetable
• Aligned Point of Decision Prompts
• Jingle Messages on Receipts

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Point of Decision Prompts
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Point of Decision Prompts
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Point of Decision Prompts
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Point of Decision Prompts
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Printed Messages on Receipts
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Food Stamp Week

• Featured Fruit or Vegetable
• Point of Decision Prompts
• Newspaper Ad --- Sale on Featured Item
• Receipt Messages
• Recipe Card Grocery Bag Stuffers
• Cooking Demonstrations

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Recipe Grocery Bag Stuffers
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Recipe Grocery Bag Stuffers
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Recipe Grocery Bag Stuffers
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Cooking Demonstrations
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Cooking Demonstrations
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Earned Media
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Evaluation

• Intercept Survey of Shoppers
• Store Management Evaluation Interview
• EBT Sales Data
• Anecdotal Information
• Survey of KTA Staff

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Staff Survey Resultsn 227/800

• Influential Effectiveness of Campaign
• 56.5 Indicated Campaign Made Them More Aware of
  Eating Fruits and Vegetables
• 41 Reported Purchasing More Fruits and
  Vegetables
• 43.6 Reported Eating More Fruits and Vegetables
  as a Result of the Campaign

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Effect of Project

• Socio Ecological Model/ Social Marketing Theory
• Seed for Social Norm Change
• Start of Awareness and Attitudinal Change in
  Store Management and Staff
• Affect Thinking of Store Owners/Management as
  Well as Customers
• Created a Buzz Among the Community

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Lessons Learned

• Effectiveness of Bright photos
• Effectiveness of Large posters
• Effectiveness of Repetition/ Replication
• Power of Engagement of Management/ Staff in
  Planning and Development of Project

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Lessons Learned

• Newspaper Ads
• Ad Space vs. Featuring Special Item
• Use of EBT Sales Transaction Data
• Placement of PODs
• Oversight of Project
• Indicator/ Evaluation Process

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Expansion of Project

• Banana and Tomato Recipe Cards Sent as Mailers to
  All Food Stamp Participants
• University of Hawaii Cooperative Extension
• Replicate Program on Other Islands
• Distribution of POD Posters at Title I Schools
  Statewide
• Mailers/ Posters at SNAP Offices FSP Offices,
  WIC, etc.
• Year 2 Program at KTA Voice Messaging, Other
  Forms of Fruits and Vegetables

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• The End
• Tina Tamai
• Nutrition Education Network Coordinator
• tina.tamai_at_doh.hawaii.gov
• [phone]