Blog, Case Studies, Communication, Government

Access to nutritious food is a critical component of public health, yet many urban communities continue to struggle with food insecurity. In Baltimore, MD, where several neighborhoods are classified as food deserts, the Baltimarket Virtual Supermarket Program emerged as an innovative solution to this challenge. Launched by the Baltimore City Health Department, the program leverages online grocery ordering and delivery logistics to bring fresh, healthy food to communities without nearby supermarkets. Through strategic communication and community engagement, Baltimarket has successfully improved food accessibility, particularly for seniors and low-income residents.

This case study explores how targeted communication strategies, grassroots partnerships, and digital outreach helped drive the success of the Virtual Supermarket Program, enabling Baltimore residents to overcome food access barriers.

The Initiative: Baltimarket Virtual Supermarket Program

Program Structure and Services

Baltimarket operates as a virtual grocery store that allows residents in food deserts to order groceries online and pick them up at designated community sites. The Baltimore City Health Department partnered with ShopRite, a local grocery store, to facilitate online shopping and deliveries. The program’s structure includes:

• Ordering Assistance: Designated community sites—such as libraries, senior housing complexes, and recreation centers—serve as ordering hubs where residents can receive assistance with placing grocery orders online.
• Weekly Deliveries: Orders are delivered free of charge to these community sites on a scheduled basis, ensuring consistent access to fresh food.
• SNAP/EBT Integration: Baltimarket was the first program in the U.S. to accept SNAP (Supplemental Nutrition Assistance Program) benefits for online grocery purchases, setting a precedent that led to national policy changes allowing SNAP EBT payments for online food purchases.

By integrating technology, logistics, and public health strategy, Baltimarket has provided a sustainable way for food-insecure residents to access fresh and nutritious groceries.

Communication-Driven Expansion and Engagement

The success of the Virtual Supermarket Program is largely attributed to its comprehensive communication and outreach strategy, which focused on accessibility, trust-building, and behavior change.

1. Community-Based Outreach: Building Trust and Participation

Baltimarket’s outreach was designed to meet residents where they already gathered, making it easier for them to access the service.

• Site Selection and Ordering Assistance:
  • Community centers, senior housing complexes, and public libraries were chosen as ordering hubs, ensuring that locations were easily accessible to residents.
  • On-site staff provided guidance on how to place orders, making the program inclusive for those with limited digital literacy.
• Grassroots Engagement:
  • The Baltimore City Health Department worked with local community organizations, religious institutions, and neighborhood groups to spread the word about Baltimarket.
  • Word-of-mouth advocacy played a significant role in increasing adoption, as trusted community members helped introduce the program to their peers. This effort highlights the importance of stakeholder mapping in public campaigns.

2. Strategic Partnerships for Awareness and Promotion

Baltimarket’s communication strategy extended beyond direct outreach to include collaborations with local media and advocacy groups.

• Local Media & Advocacy Campaigns:
  • The program was featured in local newspapers, radio programs, and neighborhood newsletters, helping to increase awareness among residents who might not use digital platforms.
  • Public health advocates and policymakers promoted the initiative as a model for other cities, further legitimizing its importance.
• Policy Impact and Expansion:
  • Baltimarket’s success influenced federal policy changes, including a farm bill, which initiated a pilot program to allow SNAP EBT transactions for online groceries nationwide.
  • By positioning Baltimarket as an innovative public health solution, communication efforts amplified its impact beyond Baltimore.

3. Targeted Messaging: Emphasizing Convenience, Affordability, and Health

Baltimarket’s promotional materials were designed to resonate with its target audience by highlighting key benefits:

• Accessibility & Convenience: Messaging emphasized that residents could order groceries from home or community hubs and pick up orders locally without needing transportation.
• Affordability & SNAP Access: Campaigns reassured participants that they could use SNAP benefits (EBT) for online purchases—a groundbreaking feature at the time.
• Health & Nutrition: The program framed grocery access as a health initiative, encouraging residents to make nutritious food choices for their well-being.

By tailoring messaging to address community concerns, Baltimarket increased engagement and built long-term trust among participants.

Measurable Impact of Communication Strategies

Baltimarket’s outreach and communication efforts have yielded significant participation growth and behavioral impact since its launch.

1. Increasing Community Participation and Trust

• Between 2010 and 2016, over 900 unique residents placed approximately 8,200 grocery orders.
• By 2018, the program expanded to 14 pickup locations across Baltimore’s food priority areas, particularly benefiting low-income seniors.

2. Improved Food Purchasing Behavior and Community Engagement

• A study by the University of Michigan found that Baltimarket not only improved food purchasing habits but also fostered a sense of community among participants.
• Participants reported feeling empowered to make healthier choices and were more engaged in discussions about food security and nutrition.

3. Influencing Policy and Nationwide Expansion of EBT Online Purchases

• Baltimarket’s success led to federal pilot programs allowing SNAP EBT transactions for online grocery shopping.
• The program’s model has been studied and replicated in other cities seeking to improve food access through public-private partnerships and digital solutions.

Key Takeaways: Communication as a Public Health Catalyst

The Baltimarket Virtual Supermarket Program demonstrates that effective communication strategies can transform food access initiatives by engaging the community, fostering trust, and influencing policy. Key lessons include:

• Community-Based Engagement Drives Participation
  • Establishing ordering hubs at familiar locations and providing ordering assistance helped ensure accessibility for all residents.
• Targeted Messaging Increases Program Adoption
  • Promotional efforts focusing on convenience, affordability, and health benefits effectively resonated with the target audience.
• Multi-Channel Outreach Expands Impact
  • Leveraging local media, partnerships, and advocacy efforts broadened the program’s reach, making it a national model for food access programs.
• Sustainable Change Requires Policy Influence
  • Baltimarket’s role in pioneering SNAP EBT for online purchases underscores how local initiatives can drive national policy reform.

Conclusion: A Blueprint for Future Food Access Initiatives

Baltimarket’s success highlights the power of strategic communication in addressing food insecurity. By integrating community engagement, digital tools, and targeted messaging, the program has transformed food access in Baltimore and inspired national policy changes. For government agencies looking to develop similar initiatives, Baltimarket serves as a scalable model for leveraging communication to create equitable food systems and improve public health outcomes.

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