Apples & Wages

Fresh Food in the Tenderloin: High Scarcity and Price Variability

Dylan Crary | Heather Do | Rebecca Hui | Sandra Lee | Christina Tanouye | City Planning 116 Spring 2012 Kim Suczynski-Smith and Andrea Ga�ney

SingleResidency OccupancyHotel

Market Apartment

Low-Income Housing

Eddy

Jones

Market

Leavenworth

Golden Gate 6th

Dale

Hyde

Turk

Taylor

Cyril MagninMason

70% of Units are Single Residency

Occupancy

Housing: SROs Dominate

High Poverty and Unemployment

Thesis A combined mobile fresh food system and transitional job training program can increase economic independence and food security in the Tenderloin.

Access to Cooking Equipment at Home among Tenderloin Residents

Fresh Food and Economic Independence in the Tenderloin

Percent below Poverty Level

0-10%10-20%20-30%30-40%40-53%

Poverty UnemploymentTenderloin Rate: 9.5%SF County Rate: 4.6%

16-21 22-29 30-44 45-54 55+Age

71 175

547

335

90

FemaleMale

Number Unemployed39.4% of Tenderloin residents live below the federal poverty line

% of Population by Income

Tenderloin San Francisco

US Census Bureau ACS DP02 05-09

$15,000 - $34,999

$35,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000-$149,999

<$15,000 >$150,0000%

10%

20%

30%

$$

$$

$$

$$

$$

$$$

$$$$

$ $$$

$$$$

$$$$

$$$

$$$

$$$

$$$

$

$

$

$

$

$

$

$

$

$$$$

$$$$$

$$$$$

$

$ $$$$

$

$$$$$$

$$$$$$

$$$$$$

$$$$$$

MARKET ST

POW

ELL ST

LARKIN

ST

POST ST

US Census 2000 SF 3

0-5%5-10%10-15%>15%

Unemployment Rate

Barriers to a Balanced Diet

Chinatown

53%

29%

4%

small corner store in Tenderloin 8%

According to a survey taken by the Tenderloin Neighborhood Development Corporation, residents would prefer a new food store that is not too large, “gives back” to the neighborhood, and employs neighborhood residents.

30%76%

22%

71%

39%

RefrigeratorStove Freezer

Hot Plate

Microwave

Where Tenderloin Residents Buy GroceriesTNDC Food Store Survey 2008

TNDC Food Store Survey 2008

US Census Bureau ACS B23001 05-09US Census Bureau ACS DP02 05-09

Produce-O-Meter

Eddy

Jones

Market

5th

Leavenworth

Golden Gate 6th

Dale

Hyde

Turk

Taylor

Cyril MagninMason

BalancedUnbalancedTenderloin Basket of Goods

1 Orange

1 Banana

1 Dozen Eggs

1 Loaf of Bread

Price Index

$0.68$0.55

$2.411 Tomato $1.00

Prices

1 Daldas 2 Downtown Grocery

3 Metro Market

4 Empire Market

5 Golden Gate Market

6 Barah’s Market

7 Maryland’s Market

8 Tobacco Market

9 C&H Market

0

1.001.502.00

2.503.00

0.50

2

$2.22

Precedent StudiesHow Mobile Food Vendors Can

Provide Food SecurityHow Government Entities Can Impliment Its Food & Job Goals

How Food Jobs Can Provide Economic Independence

Program Goal: Conquer homelessness through food employment.Method: Clients participate in a 6 monthprogram that includes

CHEFS ProgramFood Service Job Training

NYC Green Carts Public Health + Economic Initiative

Pennsylvania Fresh Food Financing InitiativeCommunity + Economic Impact of Supermarket

Program Goal: Improve health in underserved communities and create food jobs. Method: Use $1.5 million grant and 1,000 new permits to help �nance green cart operators.Success: Created over 900 jobs and provided greater access to fresh produce. http://www.nyc.gov/html/doh/html/cdp/cdp_pan_green_carts.shtml

Peaches and Greens: Detroit, MIMobile Produce Market Replenishes Food Desert

Holton Farms Truck, NYCMobile CSA Truck + Central Kitchen

Program goal: Replenish Detroit’s massive food desert.Method: Solve food accessibility with a mobile produce market.Food source: Community Gardens.Origin: Created as part of Healthy Neighborhoods Initiative by the Central Detroit Christian Community Development Center. http://www.centraldetroitchristian.org/economic-development/businesses/peaches-greens/

Program Goal: Increase the grocery stores in underserved communities.Method: Create public-private partnership with Pennsylvania food, economic development, and urban a�airs organization to utilize $85 million grant and loan program.Success: Led by PA Dept. of Community and Economic Development, FFFI increased access to a�ordable healthy foods and created/retained 2,442 jobs.

Program Goal: Bring produce from Vermont Farm to New York City neighborhoods in need of fresh produce.Food Pricing: Cross-subsidize CSA box prices in low-income areas with increased prices in higher income areas.New Method: Truck + Central Kitchen area to prepare fresh meals cafeteria style.http://www.holtonfarms.com/index.html

La Cocina, San FranciscoIncubator Kitchen for Low-Income Entrepreneurs

Mission Pie, San FranciscoLocally Hires + Locally Sources

classroom education, and a 3 month cooking internship.Outcome: 75% of students have secured full time employment. http://ecs-sf.org/programs/chefs.html | also: Homeboy/Homegirl Industries. Los Angeles, CA

Program Goal: Create successful for-pro�t café/bakery.Method: Use high quality food made a�ordable through direct purchasing from local wholesale farmers. Important Attribute: Hires half of sta� from non-pro�ts that work with disadvantaged individuals. These interns gain transferable job skills.http://missionpie.com/

Program Goal: Cultivate low-income food entrepreneurs who are attempting to formalize their business.Method: Each small business owner uses a central kitchen to prepare food and bring to their place of business to sell. Outcome: Keeping to code at central location allows for low cost to creating di�use food market. http://www.lacocinasf.org/

http://www.trfund.com/resource/downloads/Fresh_Food_Financing_Initiative_Comprehensive.pdf

mobile stationary jobs training

Deliver money and legal/tax

bene�ts

Oversee kitchen construction and

deals with program partners

Engage Community and Stakeholders

Mobile Food Vendors

City of San Francisco Customers

access to cooking/storage facilities

cost

accessiblity

safety

travel time

freshness

convenience

divergent shopping patterns among di�erent cultural/ethnic groups

>50% rely on emergency food sources “often ” or “sometimes”

tra�c impact

long permit waitlist

availability of information

ADA & senior mobility

too many mobile food vendors

more involvement in policy

adequate job training

visibility of stands

retail competition

Initial Phase: Review, Plan, Analyze

Implementation Phase: Build and Begin

Re�ne and

re-fund program

Phase 2: Devolpment & Re�nement Phase 3: Build & Begin Phase 4: Evaluate, Re�ne, Expand

Career Resources Develelopment CenterBay Area Women’s and Children’s CenterGlide Memorial United Methodist ChurchCentral City Hospitality HouseTenderloin HealthHyde Street Community ServicesSt. Anthony FoundationSan Francisco Vocational ServicesRenaissance Entrepreneurship CenterAsian Neighborhood Design

Existing Job Training ServicesExisting Food Justice Organizations

Heart of the City’s Farmers’ MarketTNDC Community GardenGLIDE’s Rooftop GardenHayes Valley FarmProduce to the PeopleThe Garden Project

1

Leverage Community Assets

2

543

6

Assess Results

The city is committed to economic vitality in the Tenderloin

Central Kitchen

Urban AgricultureCommunity GardensDistributors

Pool of Potential Employees Successful Training PorgramPrepare Basic Plan

$ Neighborhood Marketplace Initiave

$ Identi�ed Enterprise Zone

$ Central Market Partnership

Employment

Engage Tenderloin Stakeholders

(Including Business)

Phase 1: Review, Plan, Analyze

Food Security

Create partnership with

relevant organizations

Key

Non-Pro�t ActionSan Francisco O�ce of Economic and Workforce

Development Action

Solidify guiding principles and project goals

Issue notice of funding

availability

Create and submit program

proposal to OEWD

Choose top applicant according

to previously delineated criteria

Implement Program

CollectData

Evaluate Program

Job Training and

Food Preparation

at Central Kitchen

Proposal: Apples & Wages - The Tenderloin Food Security and Independence Plan

San Francisco Clean City CoalitionSwords to PlowsharesSouth of Market Employment CenterSkills Center Vocational TrainingCHEFS (Conquering Homelessness throughEmployment in Food Services)Conard House, SAGE Goodwill IndustriesThe Arc San FranciscoCommunity Vocational Enterprises

1

91

1098765432

11

181716

15141312

N

100’0’

Eddy

Jones

Market

5th

Leavenworth

Golden Gate 6th

Dale

Hyde

Turk

Taylor

Cyril MagninMason

Identify Stakeholders SRO

Vacancy

ApartmentHotel

Art Studio

Grocery/Deli

Theatre

Bar/Club

Park

Public Services

Community Center

Non-Profit

Food ($$)

Liquor Store

Public Parking

Private Parking

Retail Business

Service Business

School

Clinic/Health

Sweatshop

Food ($)

Credit Union

Housing

Private Sector

Non-Pro�ts &Public Sector

13

2

654

7

9

8

10

12

131415

1617

1819

112

3

4

1

San Francisco Enterprise Zone

Carts sell fresh produce and

healty prepared meals

Carts sent around Tenderloin to make food easily accessible.

Planning Step 3 - Identify Potential Locations

Eddy

Jones

Market

Leavenworth

Golden Gate

Dale

Hyde

Turk

Taylor

Cyril MagninMason

Relevant Existing Conditions

21

3

2

Food Cart - Jones & Turk3

Market Stre

et

Turk Street

6 min walk to Jones & Turk12 min walk to Leavenworth & Eddy

Brings a new economy to Market StreetExpands the hub of non-pro�ts to Market Street

Enhances the public realm and identity of Market StreetLarge space for cart & produce storage and multiple kitchens

260’

175’

Central Kitchen Location1Planning Step 1 - Develop Program Structure

Pilot Program: Apples & Wages

Planning Step 2 - Map for Opportunity

Single Residency Occupancy HotelLow-Income Housing

VacancyVacancies

Non-Profit OrganizationCommunity ServicesHousing Types

Community Center

100’0’ 200’

hotel

laundry

market

vacancy

market

video

mar

ket

mar

ket

eate

ry

hoteleatery eatery

hotel

hotel

eatery

hotel

NGO

NGO

museum

tree

treetree

6’ from path of travel

LeavenworthStreet

Eddy Street6’ from path of travel6’ from path of travel

6’ from path of travel

vacancy

Street

park

ing

parking parking

hotel hotelhotel

hotel

market

eatery

shop

NGO

tree

tree

treetree

tree

tree

tree

bus stop

tree

6’ from path of travel

6’ from path of travel6’ from path of travel

6’ from path of travel

o�ce

Turk Street

Jones Street

6’ from path of travel

6’ from path of travel

street elevation

Planning Step 2 - Opportunities

Food Cart - Eddy & LeavenworthN

northeast corner of Jones and Turk

parking lot

5’ from curb return

5’ from curb return

7’ from�re hydrant

6’ from path of travel6’ from path of travel

tree

7’ from street furniture

7’ from�re hydrant

7’ from street furniture7’ from street furniture

N

plannortheast corner of Jones and Turk

5’ from curb return

6’ from path of travel

7’ from street furniture

curb return

7’ from street furnitureN

0’

0’

100’

100’

Entrance into Program

On the Job Training

Post Program Support

6 -12 months

Outcomes

Unemployed Tenderloin residents in subsidized housing programs

Basic Skills CenterLiteracy

GED preparationBasic Math

Kitchen TrainingStandard Cooking Methods

NutritionFood Sanitation and Safey

Menu Planning

Resume PreparationInterview Techniques

Food CartsSales

BudgetingInventory Keeping

Marketing

Unsubsidized Employment/ Economic Independence

A�ordable, Healthy Food for Tenderloin Community

Job SkillsWork Ethic

Job BehaviorConsistencyCon�dence

Job Placement HelpPartner Organization Resources

Initial Assessment and Placement

+

Optimizing for Demand

Total Population in the Tenderloin 24275% People living below poverty line 28.50%Population in Tenderloin living below poverty line 6924Yearly Income (Weighted Average) ($) 11139% Year Income Recommended for Food Spending 15%Amount spent per year on average on food 1670.85

Suggested Basket of Goods/Week/Person Fair Price Values1 Loaf of Bread 2.4

1 Half Dozen Eggs 2.222 Tomatoes 1

3 Oranges 0.373 Bananas 0.15

Total Payment Per Person/Week 7.07

Optimal SupplyTotal Pieces of Items Demanded/Week

Loaves of Bread 6924Half Dozen Eggs 3462

Tomatoes 13848Oranges 20773Bananas 20773

Total Fruit Demanded Per week 55394

Cart Demand 140Cart Capacity=400 fruit pieces, 10 loaves of bread, 20 dozen eggs

Cart Rates (Week Days) | MobileMorning 1 block=10 minutes 6

Lunch 1 block=20 minutes 12Evening 1 block=15 minutes 6

Total Week Day Carts 15Cart Rates (Weekends) | Stationary

Eddy: Cyril Magnon-Taylor 20Turk: Mason-Taylor 20

Total Weekend Carts 40

Determining Supply and Delivery Schedule by Understanding Target Segment Needs

Cart Placement StrategyDemographic Criterias

$7.00/week

The New Basket of Goods

Eddy

Jones

Market

5th

Leavenworth

Golden Gate 6th

Dale

Hyde

Turk

Taylor

Cyril MagninMason

N

100’0’

1

2

3

4

5

67

8

2

9

Eddy

Jones

Market

5th

Leavenworth

Golden Gate 6th

Dale

Hyde

Turk

Taylor

Cyril MagninMason

N

100’0’

1

2

3

4

5

67

8

2

9

1

2

3

4

5

8:00AM

12:00PM

6:00PM

1

Eddy

Jones

Market

5th

Leavenworth

Golden Gate 6th

Dale

Hyde

Turk

Taylor

Cyril MagninMason

N

100’0’

1

2

3

4

5

67

8

2

9

Week DayWeekendOn the week day, 6 carts will circulate throughout the area in the morning and at night. The number of carts supplied during noon will double.

On the weekend, there will be a stationary farmer’s market on Eddy Street from Cyril Magnon-Taylor, and on Turk from Mayson-Taylor. The reason for its strategic positioning is two fold: 1) By placing the farmer’s market near market street, walker bys will be drawn to the space and be attracted to the market, encouraging further integration and a larger, more diverse customer base 2) There is a shortage of grocery stores on the west side of the area, and through the physical placement of these carts would help revitalize the area

111

444

555

777 66

44444

555

777 66777

111

EddyEddyEddy

Eddy

Jones

Market

5th

Leavenworth

Golden Gate 6th

Dale

Hyde

Turk

Taylor

Cyril MagninMason

N

100’0’

2

3

4

5

67

8

9

4

44

55

4

5

777 6

StationaryMobile

Organizational Behavior

TEXT GUIDES

Subtitles 48Sub-subtitle 36Regular text 24

Trainees

Job Counselers Kitchen Mentors

Managers

• Oversight-30 H*

• Morning -10 H• Noon -10 H• Evening- 10 H• Weekend-6 H

• Literacy -2 H• GED Prep – 2 H• Basic Math – 2 H

• Cooking -4H• Nutrition-2H• Food Handling

-1H

*Per week work hours

$25

$20$20

$12-15

*Hourly Wage

3

*Number of Positions

5 5

30

Organizational Hierarchy is �at while ensuring the most e�ective management and mentorship culture

Program Costs and Revenue Projections

$3,606,720$3,780,504$3,500,000

Total CostsProjected RevenueGrant Request

Produce Carts at Jones & Turk

Apples & Wages in ActionStreet Festival on Ellis between Jones & Taylor