Growing Healthy Roots: A social marketing campaign to increase the amount of fruit and vegetable purchases in the Hollygrove neighborhood in New Orleans, Louisiana

PURPOSE- The Hollygrove Market and Farm, located in a known food desert in New Orleans, is underutilized by Supplemental Nutrition Assistance Program participants and neighborhood residents. To address this disparity, an evidence-based pilot social marketing campaign was developed to increase awareness of and increase produce purchases from the market by community residents.

DESIGN METHODS-  Campaign efficacy will be measured by 50 pre/post intervention questionnaires (measuring fruit/vegetable purchasing behavior, feelings regarding social marketing tactics, and knowledge of farmer’s markets accessibility and the types of goods and services provided); purchases using Electronic Benefits Transfer (EBT); hits on social media sites; and the number of print materials and e-mails disseminated. Growing Healthy Root’s team will track, record and analyze the distribution of all of the questionnaires, EBT purchases and social marketing materials.

EXPECTED RESULTS -Anticipated results are to have 50 pre and post questionnaires completed, resulting in an increased awareness of the Hollygrove market, and the discounts offered by the market; distributed 2500 print materials; obtained 500 hits on the website; generated over 75 posts and likes on the Facebook and Instagram accounts; and increase the amount of EBT purchases in the farmer’s market by 5%.

DISCUSSION/CONCLUSION-The Social Marketing strategy is proven to be an effective method to influence food purchasing behaviors in similar populations. Combined with social media and a focus on local produce providers, this pilot campaign will serve as the foundation for a more established campaign which can be disseminated statewide