Reaching Limited Income Mothers with Smart Shoppers Tours

Abstract LEARNING OUTCOME: Consortium, Dallas TX To describe facilitators and barriers to low income mothers attending supermarket nutrition tours A series of three supermarket nutrition tours for mothers receiving federally funded food assistance in southeast Dallas was piloted in the spring of 1995 and implemented in 1995-1996. A key question was "Will the target audience come to the supermarket for scheduled tours?" Marketing strategies used were: focus groups, limited incentives, and distribution of tickets at the WIC Clinic, Food Stamp office, and community locations. From October, 1>95 to March, 19%, 370 numbered tickets were issued. The numbers offered the tour, taking a ticket and attending the tours were tracked. Attending (A) and non-attending (NA) ticket takers were linked to written survey data gathered at ticket issuance. The survey included demographic information, nutrition knowledge, attitudes and shopping habits. Among WIC participants, 32% of those approached accepted a ticket. Approximately one third of these amended at least one tour. (One in nine WIC participants will attend at least one tour after one invitation.) At the Food Stamp office, one in five took a ticket and one in ten of those attended a tour. The attendance rate was highest for intact groups, such as a diabetes class. A barrier to ticket taking the daytime tour schedule. Barriers to tour attendance included illness, weather and transportation. Facilitators included: an optional means of participating in WIC nutrition education, a social opportunity with a friend, incentives and use of peer workers. Statistical analysis revealed no major difference between A and NA. Supermarket nutrition tours can reach a portion of mothers with limited income, largely through marketing in existing programs and allowing the tour to substitute for another required activity. (The project was funded, in put, through Cooperative Agreement Number 58-3190-4449 with the Food and Nutrition Service, U.S. Department of Agriculture [FCS, USDA]. The opulent or conclusion expressed herein do not, however, necessarily reflect those of the FNS, USDA).