Get Fresh Project
Sheila McKechnie Award Winner
The Get Fresh project run by the Dorset Food and Health Trust aimed to give access to fresh produce to rurally isolated villages within parts of Dorset than did not have a village shop or regular public transport.
Aims and Objectives
The key objective was to increase the amount of fresh local produce consumed within these villages.
Partners
The project was linked into a Leader+ and Pfizer project which involved a project worker running hands on cookery sessions / presentations that promoted the use of fresh local produce.
Methodology
The project was set up because there were many rural isolated communities with limited availability of fruit and vegetables in local shops and a lack of public transport. Also rather than buying local produce most people shopped at large supermarkets, as it was perceived to be easier to drive into town and do a ‘one stop’ shop. A similar pilot was run in another area 2 years ago and this found people were interested in obtaining fresh produce.
Promotional events were run by Food and Health Trust project workers to attract new participants for a local veg box schemes. Once initial interest was gained, consumers ordered their first box from a local supplier and the arrangement then continued directly with them. The supplier informed us of the number of boxes sold each month from which locality.
Promotion
The initiative was promoted via:
- Flyers and a stall at village fayres.
- Cookery workshops with local villagers.
- Community lunches using fresh local produce.
- Leaflet drops.
- Parish magazine adverts.
Resources
The main source of funding for the project was the FSA's Dame Sheila McKechnie Award, which is time limited for 3 years. The project involves the director, project worker and supplier and takes about 10 hours per month to run.
The following resources are needed for the promotional activities:
- Venue – community centre / village hall.
- Facilities – electric sockets, washing up facilities.
- Equipment – basic cookery equipment.
- Other materials – recipe booklets, veg boxes on display so people can see what they would be getting.
Evaluation
Success is measured by the uptake of boxes and in the long term by the sustainability once funding is withdrawn and the scheme becomes a direct link between consumer and supplier. 264 veggie boxes have been ordered as a direct result of this project in East Dorset targeted areas. The supplier sent out a questionnaire to people currently having veggie boxes and those that have stopped to evaluate the service.
Lessons Learned
The main problems were that other villages on the outskirts of the project wanted to become involved and current box users wanted to continue to be part of the introductory discount. We let other villages take up boxes as it meets out overall aim to increase people’s consumption of fresh produce, although we have not directly targeted these neighbouring villages. We have asked current customers to decide for themselves if they really needed the discount scheme – some have been happy not to receive it whilst a few have threatened to stop having boxes and start again in a few weeks as a new customer. We have let these people receive the discount as the idea of the project is to increase people’s consumption not decrease it. You also need to get a good and reputable supplier to come on board with you.
Future Developments
The project plans to begin offering the scheme in North Dorset and then Purbeck.
This project has now completed and remains on the Food Vision site as an example of a great food project, the project team can no longer be contacted.