Neighbourhood Shops Project
Improving Health in Scotland - The Challenge provides a strategic framework to support the processes needed to deliver a more rapid rate of health improvement. Increasing access to healthier food choices, particularly in low income and rural areas, is a key element of Action 27 of the Challenge.
The Neighbourhood Shops initiative is a partnership between Robert Wiseman Dairies, the Scottish Grocers' Federation, major operators in the convenience sector (which includes David Sands Ltd., Aberness Foods, Morning Noon and Night, Botterrills Convenience Stores, Somerfields, Scotmid and C J Lang & Sons Ltd.) and the Scottish Executive Health Department.
From April to October 2004, a six month pilot study (Phase 1) was undertaken in order to evaluate the potential of the convenience store sector to successfully and profitably promote the healthyliving brand and healthier food choices, with a view to helping inform further action in this sector. The total cost of Phase 1 was £20,000, of which 50% was contributed by the Scottish Executive Health Department, with the other 50% being contributed by the industry partners.
During the course of Phase 1, the sector tested a wide variety of potential promotional initiatives including:
| - fruit coupons on consumer leaflets
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- a free piece of fruit with non-sugar drinks
| - free fruit for every child accompanying a parent on a shopping trip
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- price promoting fruit and vegetables
| - spend £2 and receive a free piece of fruit
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- sitting healthy eating options near check out areas
| - displaying fruit at checkouts instead of confectionery and snacks
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- using the healthyliving apple brand to signpost healthy options
| - adopting a secondary school
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- issuing flyers to the school to advise of a healthier lunch meal deal including a free piece of fruit
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Further information and results of Phase 1 are available by viewing the Neighbourhood Shops Press Release.
Phase 2
Based on the outcomes of Phase 1, the partners involved in the initiative concluded that there was sufficient evidence to justify its continuation. The Scottish Executive Health Department and the Scottish Grocers' Federation therefore after discussing the contents of the business plan for Phase 2 of the initiative, made an announcement on the initiative's future during the course of the Scottish Grocers' Federation Conference on 11 March 2005.
Phase 2, involving 197 stores, was therefore launched on 12 March 2005 and will run until 31 March 2006. The Scottish Executive is contributing £201,500 towards Phase 2 costs, with the retail groups contributing £289,600. The Scottish Executive contribution is being used for branding and marketing materials, staff training, supply chain support, research and evaluation as well as a project coordinator to oversee the work.
All Scottish Executive funding has been provided in EC State Aid compliant manner.
By the end of March 2006, the key outcomes expected to emerge from the project are:
- improvements in the supply of quality fresh produce into neighbourhood shops.
- improvements in the knowledge and skills within the convenience store sector to increase sales of fresh produce and healthier choices.
- establishment of a template or model for local convenience stores to develop and promote healthier choices.
The key work in hand includes:
- Discussions with producers and suppliers to improve the range and quality of fresh and chilled produce.
- Development of staff training manual.
- Development of template for use in convenience stores.
- Development of evaluation questionnaires.
- Discussions to take place with the Fresh Fruit Consortium with a view to engaging their support for the project
- Draft project report due begin May 2006.
Next Steps
- Publication of template for use in convenience stores.
- Independent evaluation of project to take place (after March 2006).