The older American population is increasingly 

diverse. As it grows in numbers, it also grows in 

racial, ethnic, economic, health, functionality, 

and housing diversity. Most older adults 

are relatively healthy, live at home in their 

communities, and rely on informal caregiver 

support when they need assistance. 

Societal expectations, science, technology, 

media, healthcare, social services, home and 

community-based care, and long-term services 

and supports are also changing. An increasingly 

competitive environment for public and private 

funding means that senior nutrition programs 

need to provide more quality, client-centered, 

effective, and efficient products and services. 

Their revenues must be enhanced through 

multiple funding streams and improved business 

acumen to keep up with evolving service needs 

and system changes. 

Identify Sustainable Resources

Whether a community-based nutrition program 

experiences a recent decline in revenue, or a 

gradual tendency occurs over a period of time 

to dip into reserve funds, action is essential 

to remain sustainable. Successful nutrition 

programs have a mix of program revenue 

sources from which to draw when there are 

shortfalls in total program revenues.

Expand Existing Funding

Successful nutrition programs depend on funding 

revenues in addition to participant contributions 

and public funding, such as the Older Americans 

Act to support the need for services. These 

include private grants from foundations and 

businesses and fundraising activities such as 

special events, sponsored walks, and direct 

mail campaigns. Funders appreciate projects 

that build on sustainability rather than just 

supplementing current program needs.

Engage in Innovative Business Models

Innovative Business Models are an approach 

to create sustainable funding outside of the 

traditional public funding base for nutrition 

programs. These opportunities may include 

Enhanced Nutrition Services, which supplement 

or contribute to positive health outcomes of the 

clients or population served such as for-pay meal 

options, food delivery programs, meal kits or 

other nutrition and meal services. They may be 

considered Program Additions which result in 

additional revenue, increased public recognition 

or partnerships, but are still within the overall 

mission of the organization.

Explore Healthcare Market Models

After the passage of the Patient Protection 

and Affordable Care Act of 2010 (ACA), 

sweeping changes have been made to the 

healthcare delivery system across the country. 

Opportunities for partnerships and contracts 

with community-based organizations and 

healthcare entities have developed. More and 

more nutrition programs are finding their way 

through this maze of healthcare opportunities, 

strengthening or developing community 

partners, and reaping financial and economies of 

scale benefits.

Sustainability and Revenue Generation in an 

Evolving Senior Nutrition Business Environment

The National

Resource Center on

Nutrition & Aging

OPPORTUNITIES

One-Page Summary

Written by: Linda L Netterville MA, RD, LD, MA. Commissioned by the NRCNA.
Common Strategies for Implementing 

Successful Business Models

1. Start with a Strategic Business Plan

The first step in deciding the right path is to 

develop an organizational strategic business 

plan for the future. This takes a guiding team 

that includes individuals with leadership, vision, 

communication, and implementation skills. 

The team can include management and staff, 

board members, current and potential partners, 

and community stakeholders that can assist to 

transform an organization into a competitive 

revenue and positive business model.

2. Identify Your Nutrition Program’s Assets

Look within your nutrition program’s organization 

and assess the attributes and shortfalls within the 

organization that will lead to a viable business 

model. Take the time to fully inventory your 

senior nutrition program’s assets – these may 

include:

✓ Cultural readiness and flexibility

✓ Program staff and volunteers

✓ Operational resources (e.g., a kitchen, food 

service equipment, or community support)

3. Identify Service Packages or Products

The services package or products to be 

expanded upon or added to are probably the 

most difficult to identify and implement for 

an organization. First, understand the market 

demands within your community, the voids for 

service or products, and the consumer wants 

and needs. Second, overlay the capabilities 

and infrastructure of the organization to provide 

the identified service package or product to be 

developed. Lastly, determine if it will be worth 

the financial and staffing efforts to plan and 

implement the service(s) in question. 

4. Develop Marketing and Sales Strategies

It is necessary to develop marketing and sales 

strategies that will support the proposed service 

package or products. A new product or service, 

especially if it is outside the traditional scope of 

work or customer base, will take effort to market 

and sell. Learn the best approaches to reach 

the customer base, whether it is through the 

internet or social media, word of mouth, or paid 

advertising and evaluate what works best. 

5. Sharpen Your Communication and 

Negotiation Skills

Senior nutrition programs are skilled at 

developing service plans and proposals to 

provide nutritious meals, and knowing the 

population and diversity of the population 

served. Venturing into other markets may require 

additional communication and negotiation skills.

6. Know Your Program’s Capacity to Deliver

It is important to consider your program’s 

capacity to deliver any new or expanded product 

or service. Over-promising and under-delivering 

may preclude the success of a current or future 

business venture.

7. Implement a Continuous Quality Improvement

Program

Every senior nutrition program should have in 

place a continuous quality improvement program 

whether they are providing services within their 

mission, or program expansions or additions. The 

customer will always require a quality product to 

be delivered.

Innovative Business Model Examples

Several examples of innovative business 

models are provided in the Extended Issue 

Brief on Sustainability and Revenue Generation. 

Each model demonstrates effective use of the 

organization’s assets and capacity, to provide 

a product/service that has a consumer market 

within their community. These models are meant 

to inspire ideas and innovation that may lead 

to revenue generation for your senior nutrition 

program. To view this resource and more, visit 

the National Resource Center on Nutrition and 

Aging: 

https://nutritionandaging.org/briefs/ 

Aging and Disability Business Institute. https://aginganddisabilitybusinessinstitute.org.

Child and Adult Care Food Program (CACFP). https://fns.usda.gov/cacfp/child-and-adult-care-food-program

United State Summer Food Service Program. https://fns.usda.gov/sfsp/summer-food-service-program.

Martin R, Osberg S. (Spring 2007). Social Entrepreneurship: The Case for Definition. Stanford Social Innovation Review. 

https://ssir.org/articles/entry/social_entrepreneurship_the_case_for_definition.