Abstract A56: The role of food distributors within small stores in San Diego, CA, and produce purchasing behavior among Latino grocery shoppers.

Limited research has been conducted to examine the role and impact of produce and non-produce food distributors within small stores. Dietary intake is an important determinant of risk for obesity and cancer (American Cancer Society, 2009). Improving the food environment of small stores by incorporating fresh produce into their retail environment is an important step in creating an equitable food system. Lack of access to healthy food disproportionately impacts racially/ethnically diverse, low-income populations, such as Latinos, and lead to obesity disparities with the United States (Lindsay, Sussner, Greaney, & Peterson, 2008). Without access to healthy and affordable produce, residents cannot meet the recommended servings of fruits and vegetables a day set by the U.S. Department of Agriculture (Freuhaft & Karpyn, 2010). Understanding the role of food distributors within small stores may help to increase both the access and sales of affordable, fresh produce among Latinos in urban communities. As part of a larger NIH-funded study, El Valor de Nuestra Salud (The Value of Our Health), structured interviews were conducted with small store owners/managers, employees, and customers in San Diego, California. Interviews were coded to understand the marketing tactics of produce and non-produce distributors, their impact on food selection and display, as well as their overall relationship with and influence upon small stores. Interviews were also coded to determine how a food distributor's presence within a store affects the purchasing of fresh produce among Latino customers. Preliminary analyses revealed the use of strong tactics by distributors, such as store owner incentive programs and customer-directed marketing strategies, to encourage the sale of unhealthy, non-produce items within small stores. Preliminary analyses also documented the role food distributors play in developing a supportive relationship with small store owners while also portraying a negative view of farmers and other produce distributors, further preventing the development of additional food distribution relationships. Understanding the food distribution system in San Diego is critical for promoting fruit and vegetable consumption among Latinos. Food distributors play an important role in structuring the food system and that role needs to be considered in the creation of future interventions. Further research on the food distributor-small store relationship needs to be conducted in order to effectively change the food retail environment in urban communities. Citation Format: Jennifer C. Sanchez, Julie Pickrel, Guadalupe X. Ayala. The role of food distributors within small stores in San Diego, CA, and produce purchasing behavior among Latino grocery shoppers. [abstract]. In: Proceedings of the Fifth AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2012 Oct 27-30; San Diego, CA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2012;21(10 Suppl):Abstract nr A56.