Success Story - Healthy Food Guidelines
June 2007
Student Health Wins in Marketing Challenge
Vendors and Customers Partner for Healthier Vending
Contact Information:
Barbe West
Executive Director, Community Choices
1101 Broadway Suite 120
Vancouver, WA 98660
What is the Public Health Problem?
Obesity
One-quarter of all adults in Clark County are considered obese, far from meeting the target goal of 15 percent. More than one-third additional adults are considered overweight (37 percent) for a combined total overweight/obese adult population of 62 percent. Clark County rates are very similar to rates statewide and nationwide. The rate of overweight or obese adults has risen since the mid-1990s. Clark County statistics show that a greater percentage of adult males (about 70 percent) are either overweight or obese compared to females (about 50 percent). [Source: BRFSS]Adult Fruit and Vegetable Consumption
Eating plenty of fruits and vegetables can help ward off obesity, heart disease and stroke, aid in controlling blood pressure and cholesterol, reduce the risk of diabetes, and prevent some types of cancer. Few adults in our country consume an adequate amount of fruits and vegetables to realize these benefits. The latest dietary guidelines call for five to thirteen servings of fruits and vegetables a day, depending on a person’s caloric intake.
In 2005, only 25 percent of Clark County adults consumed five or more daily servings of fruits and vegetables. The Clark County rate is similar to both the Washington State rate of 24 percent and the US rate of 23 percent.
Percent of adults who ate 5 or more servings of fruits and vegetables per day.
Source: U.S., WA State and Clark County BRFSS.Youth At Risk for Overweight, Fruit and Vegetable Consumption and Physical Activity
Obesity in children and adolescents is a serious issue contributing to many health and social consequences that often continue into adulthood as well as have a significant financial impact on the healthcare system and workplaces. As with adults, there has been a dramatic increase in the percent of youth who are overweight in recent years. Poor nutrition is a risk factor for preventable diseases among youth.In 2006, one out of four (24%) of eighth graders in Clark County was either overweight or at-risk of becoming overweight. Almost one out of three (30%) four eighth graders consumed five or more servings of fruits and vegetables daily, while 37% participated in moderate physical activity 5 or more times per week. These rates are similar to the rates for Washington State.
*Overweight students are in top 5% of BMI by age and gender based on CDC growth charts. At risk for overweight students are in top 15% but not top 5%. **Moderate physical activity that did not make you sweat and breathe hard for at least 30 minutes 5 or more times per week. Source: WA State Healthy Youth Surveys.
How is Steps responding?
Student Stores
High School student stores have historically relied on the sales of candy and soft drinks to fund marketing clubs, sports and ASB activities. Since the passage of Washington State Legislature Bill #5436, student-operated stores have struggled to maintain profitability while complying with school district policies requiring healthier products on school campuses.
In September 2006, Steps to a Healthier Clark County’s Access to Healthy Food/Healthy Food Guidelines Team conducted a half day workshop for area high school students and teachers and launched the Healthy Student Store Marketing Challenge to help students and teachers realize that healthy foods and beverages can be sold just as successfully as less healthy options.
The six-month competition challenged students to research, develop and implement a marketing and education campaign to promote healthier products in their student store operations. In May, Heritage High School from the Evergreen School District was awarded first place (prize of $5000 to be applied to healthy marketing next year). The award-winning campaign built on the concept of adding breakfast options to the school store’s existing lunch and snack menu. Heritage High School senior and project leader, Jake Thomas, surveyed over 1,000 freshman students and found that although 78% said they knew breakfast was important, only 29% consistently ate breakfast daily. With a market niche defined, the Heritage team added healthy breakfast options such as bagels, cereal and milk, yogurt, fruit, granola bars, and breakfast sandwiches to the school store menu. Less healthy items were moved further from view as were all marketing materials related to these products. Heritage implemented a multi-dimensional marketing plan that included sales training, direct advertising through announcements and video, posters, incentives, and punch cards to earn free meals. A complimentary educational campaign was also conducted by the students. End-of-year sales for 2006/2007 were nearly $2000 higher than the previous year.
Other schools introduced fruit smoothies, salads, and other new products, reduced portion sizes on less healthy products, and revamped their stores. Second place ($2,500) went to Hudson’s Bay High School from the Vancouver School District and Third Place ($1,500 sponsored by the Washington Dairy Council) was awarded to Battleground High School from Battleground School District.
Healthy Vending
In May 2006, Steps to a Healthier Clark County’s Access to Healthy Food/Healthy Food Guidelines Team convened a Healthy Vending Roundtable that included representatives from nine area employers and schools who shared an interest in implementing healthier vending products. In November, 2006 Steps facilitated a community workshop bringing community partners together with representatives from the vending industry to discuss the challenges and opportunities of implementing healthier vending (see December ’06 Successs Story.) Following the workshop, the expanded team – including at least seven new vending partners, continued to work collaboratively on a plan for healthier vending that can be implemented throughout our community.
The expanded team agreed upon a set of criteria for healthy vending, approved a name for the program, decided on label and sign placement, researched healthy products, identified components needed in a tool-kit and public awareness campaign, and created a certification checklist for vending companies that want to be qualified “healthy vending” operators within the program.
Healthier vending pilot tests were initiated at seven sites in May 2007. Although vendors agreed to stock a minimum of 25% healthy products in participating machines, most machines contained up to 40% healthy items. Results of taste tests, surveys and sales data are being collected and utilized to evaluate the program. Work is underway to pull learnings together into two tool-kits: one for schools and employers who are interested in implementing healthy vending; and one for vending companies. The Tool Kits will compile all knowledge gained into step-by-step guides that will facilitate the implementation of healthier vending.
What is the heath impact?
CDC in the publication, Promoting Healthy Eating and Physical Activity for a Healthier Nation, recommends that in addition to convincing people to adopt healthier lifestyles, we should work to create environments, systems and policies that eliminate barriers to being active and eating a healthy diet. Student-led projects to implement healthy items and marketing plans in their student stores not only educate students who are involved in the project, but contribute to a healthful environment for all students. Healthier food and beverage items are chosen in place of less healthy items – contributing to an overall healthier diet. Breakfast is being consumed by students who previously went hungry until lunch. Introducing healthier products in vending machines community-wide and implementing a labeling system to educate consumers creates options and fosters healthy choice as part of an overall environment for healthier eating.
Why is program working?
Student Stores:
- The incentive of prize money was undoubtedly an initial key to the success of the Healthy Student Store Marketing Challenge.
- Involvement of students as project leaders in the Marketing Challenge extinguished the perception of students as “victims” or not having a voice in implementing the school nutrition and activity policies.
- Positive results are reinforcing the concepts and are spurring successive classes and other schools to participate.
Healthy Vending:
- o Market pressure toward healthier vending is a motivator for vending companies to participate in the healthier vending project. Most are unable to navigate the subject and interpret criteria on their own. A healthy vending program, although viewed as a potential revenue loss, is being embraced as an answer to a need that most vendors cannot develop individually.
- Inviting vendors to the table as partners in a positive and collegial atmosphere has been well-received. Vending companies and distributors are active and enthusiastic partners in the process.
- The challenges of educating and convincing customers to support healthier vending still lie ahead.
