Monash University, Department of Nutrition and Dietetics, Level 1, 264 Ferntree Gully Road, Notting Hill, Vic. 3168, Australia.
Bass Coast Shire Council, 76 McBride Avenue, Wonthaggi, Vic. 3995, Australia.
Health Promot J Austr. 2013 Dec;24(3):192-8. doi: 10.1071/HE13045.
The aim of this evaluation was to explore the quality, barriers, enablers and outcomes of a retail fresh fruit and vegetable initiative in rural communities identified to have poor geographic access to healthy food.
A qualitative evaluation using in-depth interviews was conducted with rural store retailers across Victoria involved in the implementation of a retail fruit and vegetable initiative. Data were analysed using a thematic approach.
Six of the 13 store retailers that were engaged in the initiative identified a range of qualities, barriers, enablers and outcomes. They reported that effective communication is essential for engaging retailers and sustaining participation. The choice and use of retail incentives may influence the community's purchase of fruit and vegetables. The community's attitude to fruit and vegetables, the staff's ability to promote produce and the capacity of the store to stock and sell fresh fruit and vegetables influenced perceived success. Barriers included difficulties receiving a regular supply of fresh fruit and vegetables, time constraints and storage facilities.
This qualitative evaluation of a retail fruit and vegetable initiative found that effective leadership and communication from project workers, a range of retail incentives and the capacity of the store to promote, stock and sell fresh fruit and vegetables influenced perceived success. SO WHAT?: Fruit and vegetable retail initiatives in small rural community stores may have a role in supporting consumption of fruit and vegetables.
本评估旨在探究在地理位置上难以获取健康食品的农村社区中，一项针对零售新鲜水果和蔬菜的计划的质量、障碍、促进因素和结果。
本研究采用定性评估方法，对参与实施零售水果和蔬菜计划的维多利亚州农村商店零售商进行了深入访谈。使用主题分析方法对数据进行了分析。
参与该计划的 13 家商店零售商中有 6 家报告了一系列的质量、障碍、促进因素和结果。他们表示，有效的沟通对于吸引零售商和维持参与至关重要。零售激励措施的选择和使用可能会影响社区对水果和蔬菜的购买。社区对水果和蔬菜的态度、员工推销产品的能力以及商店储存和销售新鲜水果和蔬菜的能力都影响了人们对成功的感知。障碍包括难以定期获得新鲜水果和蔬菜的供应、时间限制和储存设施。
本项针对零售水果和蔬菜计划的定性评估发现，项目工作人员的有效领导和沟通、一系列零售激励措施以及商店推销、储存和销售新鲜水果和蔬菜的能力都影响了人们对成功的感知。因此：在小型农村社区商店中开展水果和蔬菜零售计划可能有助于促进水果和蔬菜的消费。
