afterschool and summer meals in rochester aaron lattanzio summer meals coordinator finger lakes...
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AFTERSCHOOL AND SUMMER MEALS IN ROCHESTER
Aaron LattanzioSummer Meals CoordinatorFinger Lakes Health Systems Agency
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Need for Year-Round Meal Access
• 5th poorest city in the U.S (among top 75)• 7th highest child poverty rate in the nation – 55%• 18% of children in our County deemed food insecure
(~30K)
• 38,000 Rochester City School District Students (RCSD)• In 2012 88% of RCSD students were eligible for free or
reduced priced meals• Community-wide eligible district since 2012-2013 school
year
• Summer meals need / gap• Less than one quarter of students participating in free and
reduced price meal program are accessing summer meals
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Collaborative Approach
Meals Reimbursement
• State Administrator:• NY State Education Department (NYSED)
• Local Sponsors:• The City of Rochester• Foodlink (Freshwise)• The Rochester City School District
Summer Meals Planning Committee
• Led by local Community Foundation and Healthi Kids Coalition
Other Stakeholders• Youth advocacy organizations, provider orgs. (Horizons), youth serving orgs. (YMCA), family resource coordinators, faith community
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Why Collaborate?• Sponsors and member sites are part of a
connected community-focused network• Sponsors shift from competitors to partners
in serving youth in our community
• One of few communities to engage libraries, YMCA, Parks and Rec departments
• Unified message and materials
• Coordinated efforts & Increased efficiencies
• Shared resources
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SMPC GOALS
1. Increase access to afterschool and summer meals options
2. Raise Summer Meals Brand Awareness in our community
3. Increased number of participating sites, where youth already attend
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Unified Summer Meals Messaging
Dial 2-1-1 or visit HealthiKids.org
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Promotional /Marketing Mix
1. Print Media2. Outdoor
Advertising3. Radio4. Digital5. Public
Relations6. Grassroots
community outreach
7. Media Appearances
8. Kick-Off Event
1. Community Events and Presentations
2. Arm trusted influencers – Outreach tools
3. Target affinity groups for wholesale approach – Faith Community / Health Care - Fact Sheet and Key Messages
4. Press Releases - tied to key events and progress reports
5. Media Appearances - local radio and community TV
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Site Recruitment Strategy
Summer Meals• Target high need neighborhoods• Map existing sites to identify gaps in coverage• Identify locations where youth are already attending
• Lower barriers to becoming a site• Reduces challenge of attracting youth and developing
programs
Afterschool Meals • Work closely with RCSD to identify schools with highest
need• Focus on expanded learning sites as target CACFP
sites
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Afterschool Challenges
Staffing Meal Reimbursement
• District foodservice unions made staffing difficult
• Need to provide outside staffing
Solution:• Local Sponsor – Foodlink
helped alleviate some staffing issues
• Older youth volunteers help serve meals
• School sites already providing reimbursed snacks through National School Lunch Program (NSLP)
Solution:• SMPC supported serving
full meals versus a snack• RCSD was willing to forgo
their reimbursement
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Afterschool ChallengesMultiple Feeding Locations Who is the Gatekeeper
• For profit and Nonprofit providers in the same building
• Sites being rejected because of existing sites
Solution:• Advocacy w/CACFP• School-wide sponsor
expands to cover entire building
• Afterschool programs not always linked to identifiable school staff
• Educators have so much on their plate meals aren’t top of mind
Solution:• Leverage district
partnership to help identify and connect to program directors
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Successes – CACFP and Summer Meals• Afterschool / CACFP - 2015
• Strengthened partnership with school district for planning and recruitment
• Simplified CACFP application process• Averaging 27,500 CACFP Afterschool Meals and 11,650
Snacks per month• 41 active sites• 15% increase over meals served from the 4th Quarter of 2014
• Summer Meals – 2014• Strengthened Summer Meals brand awareness• 71 Open sites and 33 Closed sites• Total Meals – Increase by 18K meals in July and August• Estimated Lunch Average Daily Participation July – 5,500,
+2%• Estimated Breakfast ADP July – 4,800, +13%
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Rochester Next Steps
1. Continue to focus on expanding sites at existing youth programs
2. Drive youth to existing sites
3. Improving customer experience