Healthy eating alternatives, such as whole grains, lower sugar, 100 calorie packs, and nutrition-packed foods, are on a trend for 2012 and beyond. However, customers living in a food desert, areas where healthy and affordable food is difficult to find, may never be able to find the latest and greatest healthy food options. Food deserts, which are often a result of a supermarket shortage and are prevalent in rural and urban areas, particularly among low-socioeconomic minority communities, are well associated with a variety of diet-related health problems.
Historically, retailers have closed their doors in areas with higher crime and lower foot traffic, causing pockets of food deserts in communities with the highest need for better food options. Recent research revealed that supermarkets re-entering these areas are turning the tide by providing healthier eating alternatives and healthy eating education opportunities for some of the country’s most at-risk populations. Although there are currently several programs at the federal, state, and local levels focused on increasing the incentives for supermarkets to operate in underserved areas, solving the food desert issue is a complicated scenario. There are plenty of opportunities, however, for both manufacturers and retailers to take action.
Manufacturers have an opportunity to invest in marketing to targeted consumers in food deserts, teaching consumers about healthy eating options and more about the brands and products that would correlate appropriately with healthy alternatives. However, it doesn’t stop at education; shoppers need to be able to FIND their products. Enter retailers, who can capitalize and benefit from potential federal or state funding and tax assistance to open stores in underserved areas, as well as to expand product offerings.
For example, The Reinvestment Fund (TRF), a Philadelphia-based nonprofit community development organization with a track record for developing supermarkets in underserved areas, has helped to open supermarkets in the most underserved areas of Pennsylvania and New Jersey. TRF helped lead the Pennsylvania Fresh Food Financing Initiative, which began in 2004 and has so far provided $74 million in loans and $11 million in grants to finance 80 supermarket projects. Similar funding may be available in other states/municipalities for retailers.
Although admittedly not a simple task, if the right mechanisms and strategies are properly executed by CPG manufacturers and retailers, there is a great opportunity to advance change and address the food desert issue, ultimately creating an “oasis” with healthier food options for everyone.
