Overview of the Senior Mobile Market Loyalty Program The Veggie Van Study received funding from the AARP Foundation, as part of their initiative to improve food security among older adults, to implement and evaluate a mobile market incentive program serving lower-income seniors. The Senior Mobile Market Loyalty Program (SMMLP) is modeled after the USDA’s Senior Farmers Market Nutrition Program (SFMNP), but eliminates many barriers for both mobile market operators and seniors associated with the current program. Any eligible senior (age 50+, 150% or less of the federal poverty level) who visits a participating mobile market will be asked to enroll in the loyalty program, through which a $5 discount is instantly applied to their purchase any time they visit the mobile market. We anticipate the SMMLP program, when combined with an evidence-based mobile market program optimized for reaching seniors, will help improve food security and diet among lower-income seniors. We are currently partnering with six organizations across the north and southeast regions of the US on this research. We are looking for 4-6 partner organizations to implement a fruit and vegetable incentive program for senior mobile market customers and help evaluate the impact of the program on food insecurity.
Eligibility for the SMMLP Program
Any private, public, religious or government entity is invited to apply. Individuals are not eligible.
Must currently be operating a mobile market
Currently use or be willing to switch to Farmers' Register as their point-of-sale system or be willing to switch to Farmers’ Register
Serve on average 25 or more lower-income seniors (age 50+) per week (can be combined across market stops)
Requirements for the SMMLP Program Partners accepted to participate in the SMMLP program will agree to:
Meet/talk regularly with the study team to coordinate timelines and ensure program goals are met.
Work with the community sites and Veggie Van team on community engagement efforts.
Work with the study team to collect evaluation measures as needed for each program funder.
Make de-identified customer-level mobile market sales data publicly available for at least 2 years.
Share select mobile market resources (e.g., promotional/educational materials, business model analyses conducted by the study team) to include in the Veggie Van Toolkit for use by future markets.
Provide updates and feedback about the mobile market program to the study team (e.g., interviews with staff) for up to 2 years.
What Partners Organizations will Receive & Funding Overview - SMMLP Program By participating, you will have the opportunity to learn more about who is coming to your market and how to serve them better. You will also be able to offer a new incentive designed just for mobile markets, attract more customers, and increase sales.
You will also receive:
Access to the online Veggie Van toolkit which includes:
Veggie Van Operations Manuals
Marketing and community engagement materials
Financial planning resources
“Point-of-sale” nutrition curriculum including a database of recipes by produce item and season, sample newsletters and activity ideas
Training on the toolkit and ongoing technical assistance throughout the study period related to the areas of expertise discussed above.
Free registration for the Mobile Market Summit during the partnership period.
Invitations to special pre-summit training days for partner organizations.
Assistance with community engagement and developing a community advisory board.
License for Farmers Register Mobile Market point-of-sale software ($800+ value) and iPad to run software (if not already using).
Access to data and reporting related to mobile market evaluation outcomes. In addition to standard measures collected by the study team, each organization will have the option to develop questions which they would like to have the study team answer.
Assistance with developing a sustainability plan and identifying program funding sources.
SMMLP Partners will also receive the following funding:
Reimbursement for fruit and vegetable incentives distributed to seniors
$500 to offset the costs of administering the incentive program and collecting data
Intent to Apply Please click below to complete the Intent to Apply form indicating that you would like to be considered for one or more of our partnership opportunities described above. Note that you will be considered for all opportunities. We will reach out to eligible organizations within two weeks with further information on how to complete a full application.