strategic plan
Good Plan for Increasing Food Access
Every community deserves access to healthy food.
Year
2022
Client
University of Buffalo
Background
Healthy food, accessible in every community: that’s what the Mobile Market Coalition has set out to solve. The Mobile Market Coalition is committed to addressing food insecurity by building a more equitable and resilient community food system. Mobile markets are farmers markets on wheels, which allows them to bring fresh, locally sourced produce and directly to neighborhoods, increasing access to healthy food options and fostering a sense of community engagement.
The University of Buffalo secured a multi-year grant from USDA-NIFA to formalize the work they have been doing for years with a network of mobile markets operating across the United States, and after seeing accelerated growth during the pandemic as the sole food provider for communities in need, the Mobile Market Coalition still operated largely independently and was mostly seen as an add-on component to community food systems.
Mobile markets are a proven model in community food systems, and the University of Buffalo saw this and took the initiative to partner with Good Plan to make help uncover what is and guide towards what could be.
Addressing Needs
Good Plan identified the needs of mobile markets and determined what stakeholders were involved. Extensive research engagements involved conversations with leading funders and researchers, and facilitating a 360-degree review of the mobile market landscape.
This holistic approach enabled the coalition to clarify their role as guides and problem-solvers, with the ultimate aim of combating food insecurity in America.
Building Legitimacy
Good Plan identified the need to establish mobile markets as legitimate components of a community food system, backed by investments for long-term sustainability. To achieve this, the coalition ultimately aimed to advocate collectively for permanent federal funding, ensuring the continued success of their work.
This vision propelled the creation of a national network, uniting mobile market operators from across the country and growing partnerships with new member-operator organizations.
Formalizing Collaboration
Good Plan recognized the importance of unified action, leading to the decision for the Mobile Market Coalition to operate as a formal coalition instead of loosely connected independent entities.
This recommended shift in approach involved rebranding the group as a coalition and setting clear goals for all mobile markets.
The Power of Collaboration
The strategic plan played a pivotal role in elevating the Mobile Market Coalition's impact. By providing guidance, resources, and research support, the University of Buffalo and Good Plan helped mobilize the coalition towards a shared vision.
Through this partnership, the Mobile Market Coalition can thrive amidst the challenges faced by other parts of the food system, solidifying their position as a crucial force in addressing food insecurity.
The Mobile Market Coalition's transformation from a loose group of operators to a formal coalition represents a significant step forward.
With a comprehensive strategic plan in place with three-year priorities, clearly defined goals, and a comprehensive action plan with funding streams, team roles and responsibilities, and timelines, the coalition is poised to enhance networking, continue conducting vital research, provide support, and advocate for mobile markets on a national level.
By continuing to collaborate, innovate, and address barriers, the Mobile Market Coalition is paving the way for a more secure and equitable food system for all.