VICTORY GARDEN MOBILE

MARKET
Kyle Anderson, John Baccino, Lindsey Bottman,
Cally Byrne

The Problem

VA Veteran Statistics:

>7 in 10 overweight or obese

>165,000 morbidly obese

Veterans that receive VA Healthcare tend

to have a lower household income than
those that do not

food insecurity

Click icon to add picture

Veteran rate of participation in Supplemental Nutrition

Assistance Program (SNAP) is increasing at a faster rate than
the non-veteran population.

Most Veterans in SNAP households used VHA healthcare

and have a service-connected disability.

Innovative Solutions to Food Insecurity

Community Gardens
Farmers Markets
Healthy Eating Incentive Programs

Ex. Double Value Produce Perks, Senior

Farmers Market Nutrition Program

Victory Garden Mobile Market

Program Overview
Schedule:
12:00 to
5:00

Mobile Farmers Market & Eatery

Small, seasonal lunch menu

Monday

Wade Park

Tuesday

Wade Park VAMC

Mount

Wednesda
y

Lorain

Thursday
Painesville

At least 30% locally produced items

Additional revenue stream

Pilot Target Areas:

Parma

May through October

Zion Church Parking Lot

Parma CBOC
Lorain CBOC
Painesville CBOC

Farm-to-Hospital

Market Vehicle

1989 GMC Mobile Kitchen

Interior

Includes: Generator, flat top grill, small reach

in refrigerators, exhaust hood, four burner
stove, multiple preparation areas, a serving
window, propane tank, and hot water heater
Added: Large standup refrigerator, food
warmer

Exterior

Added: Truck decals, expandable awning

Shelving for crates of produce and table for
market sales

Sourcing and Logistics

Kinsman Farm

Pick Up

Incubator farm on East side of Cleveland

Utilized by twelve different farm operations
One location multiple farms
Sunday through Thursday
Eliminates potential distribution expenses

Storage

Two small refrigerators

Large standup refrigerator
Hildebrandt Commercial Kitchen

Sourcing and Logistics

Hildebrandt Community Kitchen

Shared-use, fully licensed, commercial kitchen facility for new and

small businesses
$24/hr
Equipment Available:
6

six-burner and flat top grill cook top

2 conventional ovens
2 convection ovens
Shallow fryer
Large cabinet smoker/roasted
40 gallon tilting skillet
Pots, pans, trays, utensils
Demo space
Prep surfaces
Refrigerator/freezer space

Sourcing and Logistics

Consignment Profit Sharing

VGMM determines price

Minimizes resources used on direct marketing

Maximizes time spent on the farm

Benefits to VGMM:

Agreed upon minimum and maximum price point

Benefits to Farmer:

Farmer: 75%
VGMM: 25%

No upfront cost for the produce

Eliminates risk of purchasing too much inventory

Other terms:

Farmer reqd to provide minimum amount of produce on agreed

schedule
VGMM will go through necessary training

Logistics

Each Farmer Individualized ID Code

iPad Square Point of Sale software
Cash and credit sales: Reimbursed
biweekly
Income-based Incentive sales:
Reimbursed monthly

Staffing

Full-time Program Manager

Part-time Market Assistant

Business management and planning, site

operations, fundraising, market research,
farm liaison, accounting, scheduling, recipe
development, etc.
VGMM market site operations assistant

Part-time Cook

Sunday meal preparation and lunch time

operations

Payment Methods

Cash and credit

Supplemental Nutrition Assistance Program
(SNAP) Benefits
Double Value Produce Perks (DVPP)

Dollar-for-dollar match (up to $10) to be used on

produce
Only for SNAP recipients

Senior Farmers Market Nutrition Program

(SFMNP) vouchers
WIC vouchers

Budget

Farmers Market Revenue

Lunch Menu Revenue

Grilled Cheese
$2.75
Tomato Soup
$4.50/bowl
$2.25/cup
Squash
Spaghetti w/
Meatballs
$5.25
Spinach Salad
$3.75
Turkey &
Pesto Wrap
$5.00

Lunch Menu
Revenue for
the entire
Market
Season
=$55,250

Budget

Startup Costs

Total Expenses =
Total One Year One Costs +
Consignment Fee

Budget

Investment

Future Plans

One Year:

Three to Five Years:

Lunch Menu Customer Surveys and Focus Groups

Assess food procurement effectiveness Is
consignment the best method?
Office Space
Increase supply more farms
Educational component

Ten Years:

Expand target area

Establish own urban market garden ran by
Veterans

References

Reinhardt C. Victory Gardens. Farming in the 1940s. Living History

Farm. www.livinghistoryfarm.org/farminginthe40s/crops_02.html.
Accessed September 3, 2015.
VA Research On Obesity. U.S. Department of Veterans Affairs.
www.research.va.gov/topics/obesity.cfm. Accessed September 15,
2015.
Mobile Markets. Greensgrow. http://
www.greensgrow.org/mobile-markets/. Accessed September 15,
2015.
Mobile Markets: Applying The Food Truck Model To Food Access.
Aracadia. http://
arcadiafood.org/sites/default/files/files/Arcadia_Mobile_Market_Rep
ort_Web.pdf
. Accessed September 15, 2015.
Used Vending. Used Vending Website.
https://www.usedvending.com/. Accessed September 3, 2015.

References

US Foods Products. US Foods. http://

www.usfoods.com/index.html . Accessed September 4,
2015.
Price Spreads from Farm to Consumer. USDA. http://
www.ers.usda.gov/data-products/price-spreads-from-farm
-to-consumer.aspx
. Accessed September 4, 2015.
Agricultural Marketing Service. USDA. http://
www.ams.usda.gov/market-news/fruits-vegetables .
Accessed September 4, 2015.
City of Cleveland Food Truck Ordinance. Cleveland
Cuyahoga County Food Policy Coalition. http://
cccfoodpolicy.org/document/city-cleveland-food-truck-ord
inance
. Accessed September 4, 2015.