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The Virtual Supermarket Project
Connecting underserved communities to healthy foods
The Problem
• Many neighborhoods do not have a full-service supermarket. People shop at corner stores that are:– Unhealthy
– Poor or no selection of fruits and vegetables
– More expensive than supermarket fare
• Health consequences:– Obesity
– High blood pressure, cholesterol, diabetes, heart disease
This is Baltimore
Innovation:The Virtual Supermarket Project
• Mission: The mission of the Virtual Supermarket Project is to transform urban communities into neighborhoods that enjoy convenient, rapid access to affordable, healthy food.
Innovation:The Virtual Supermarket Project
• The Virtual Supermarket Project will achieve this transformation by:– partnering with community groups to allow
purchasing and same-day delivery of supermarket goods to local neighborhood points via Internet ordering.
The Virtual Supermarket Project
Grocery ordering occurs at a community center using the Internet
Groceries delivered to the same place within 3-6 hours of order placement
The Virtual Supermarket Project
• Community group supplies:– People who need a way
to purchase groceries– A high traffic area for
the Virtual Supermarket Project to set up
– Publicity of the project to community members
• The Virtual Supermarket supplies:– Staff to administer the
process– Secure Internet access
for purchases– Credit card to
guarantee purchases– Subsidized delivery fee
for first 6 weeks to establish demand
The Process
• Step 1: Select 1-2 times/week for online grocery ordering at the Community Center/Church/Neighborhood Site
• 2: Consumers pay with cash, credit card, debit, or food stamps
• 3: Order submitted to supermarket
• 4: Select a delivery time
• 5: Residents pick up pre-purchased groceries at appointed time at Community Center/Church/Neighborhood Site
Erica Chris Sam
Delivered to: Community Site
Community Implications
• Convenient neighborhood delivery– Removes transportation barrier– No more buses or cabs to get to the market
• Less expensive than corner stores
• Expanded, healthier food choices
Business Implications• Markets want to sell more food, and people want to
buy it!
• Virtual Supermarket organizes the low income market
• Subsidizes delivery fee until market has grown large enough to justify a waiver of the fee
• Higher quality goods and services brought to the neighborhood
Two sites currently in Baltimore
Two sites currently in Baltimore
Where the data?
Two test runs:
#1: 3 participants: $97.11
#2: 8 participants: $134.32
One test run:
#1: 6 participants: $151.32
Next steps: Institutional Partner
Next steps: Spread the word
• Promotion of Virtual Supermarket Project to community groups
• Establish 1-2 purchase nights, 1 delivery time
• Begin serving the community!
Short-term Goals (6mo.): The Virtual Supermarket Project
• Establish routine, predictable healthy food access at 10 community sites throughout Baltimore City– MOUs
• Increase volume and value of purchases so delivery fee is waived– 15-20 users per site
• Attract additional sites
Long-term Goals (1-2 yrs): The Virtual Supermarket Project
• Establish routine, predictable healthy food access in underserved communities
• Educate consumers on healthy food purchasing
• Influence purchases at the point of sale though education
• Expand Virtual Supermarket Project to other cities
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