UB Veggie Van

The UB Veggie Van is a mobile produce market and research initiative at the University at Buffalo aimed at improving nutrition security on campus. Launched in Fall 2023, the Veggie Van operates as a "living laboratory" - simultaneously providing affordable fresh fruits and vegetables to the UB community and serving as a platform for studying the effectiveness of mobile food markets in a college setting. The project is mainly run by UB's School of Public Health and Health Professions, under the leadership of Dr. Lucia Leone, a researcher specializing in community health behavior. The UB Veggie Van is an extension of Dr. Leone's broader Veggie Van study, which is a multi-institution research program (in collaboration with the University of North Carolina at Chapel Hill) focused on the mobile produce market models as interventions for food insecurity.

Mission and Services

The Veggie Van's mission is twofold - to increase access to fresh, locally sourced produce for students, faculty, and stuff; and to experiment with and evaluate strategies to promote healthy eating and food security among college populations. In practical terms, the UB Veggie Van sets up weekly markets on campus in which anyone can purchase seasonal fruits and vegetables at low cost. During the 2023-2024 academic year, the Veggie Van ran markets every Wednesday on UB's North Campus at a central outdoor plaza near the Student Union and Clemens Hall, and every Thursday on South Campus outside Diefendorf Hall, typically in the early afternoon (2-4 PM). These consistent hours and locations were chosen to make it convenient for students to shop between classes. The team has also planned to expand to UB's Downtown Campus and other community sites in the future, contingent on securing a dedicated vehicle and additional funding.

At the Veggie Van markets, shoppers find a variety of produce sourced from local Western New York farms - for example, offerings have included items such as broccolini, cherry tomatoes, bell peppers, apples, and watermelon, depending on the season. The focus on local produce not only ensures freshness but also ties into supporting the regional agricultural economy. To make the produce affordable, the Veggie Van provides an array of pricing incentives - for example, UB students who register with the Veggie Van program receive a 20% discount on all purchases. Additionally, the Veggie Van sells pre-packaged produce boxes (small for $15 and large for $22) filled with assorted fruits and vegetables; these boxes are subsidized for students (faculty and staff pay full price to help offset student discounts). The affordability aspect aligns with the program's goal of combating food insecurity, as cost is a major barrier for many students in even having the ability to access healthy food.

Beyond selling produce, the Veggie Van initiative includes educational and engagement components. It has served as a hands-on learning opportunity through a food entrepreneurship course at UB, where students help operate the market and gain experience in social entrepreneurship. The Veggie Van staff also occasionally offers a "veggie meter" test that non-invasively measures skin carotenoid levels to give participants feedback on their fruit and vegetable intake. This interactive approach encourages participants to become more aware of their dietary habits in a fun, engaging way.

Research

What sets UB Veggie Van apart is its foundation as a research project. It is described as a "living lab" because the market itself is used to pilot and evaluate interventions aimed at improving diet and food security. Data is collected on multiple fronts, such as how often and by whom the Veggie Van is used, changes in participants' food security status, and changes in consumption of fruits and vegetables over time. A doctoral student on Dr. Leone's team, for example, dedicated her dissertation to studying the campus Veggie Van, including interviews with students who have experienced food insecurity. Some key research questions include: Does convenient access to a low-cost produce market on campus improve students' confidence in meeting their food needs? Does it lead to increased intake of fruits and vegetables? Early anecdotal feedback from students has been positive - many expressed relief at having an on-campus source of fresh produce, given challenges like lack of transportation to off-campus grocery stores.

The Veggie Van team is also testing marketing and operational strategies to maximize impact. They plan to examine different pricing schemes, product mixes, and outreach methods to see what most effectively attracts and retains student customers. For instance, one avenue of study is whether offering more semi-prepared items or smaller portion sizes might better suit campus consumers' needs. The project convened a student advisory board composed of students who have faced food insecurity, ensuring that the target population has a voice in shaping the Veggie Van's operations. This participatory approach helps tailor the initiative to actual student needs and preferences.

Initial results have been encouraging - within weeks of launching, the Veggie Van markets saw a steady flow of customers and many repeat visitors, despite minimal promotion. The demand signals that the service is filling a real gap on campus - which could mean campus-based mobile markets might be a potentially viable market to address student hunger. In the words of Dean Jean Wactawski-Wende of UB's School of Public Health and Health Professions, the Veggie Van could "serve as a model for how college campuses across the country can address food insecurity" if proven successful. UB's Vice President for Student Life, Brian Hamluk, likewise praised the initiative as an exciting complement to UB's dining services, describing its role in "making it easier for students, faculty, and staff to access nutritious foods" on campus.

Community and Partnerships

UB Veggie Van is supported by collaborations both within and outside the university. On campus, it is powered by the School of Public Health and Health Professions, with involvement from the Community Health and Health Behavior department. It also intersects with UB's sustainability and wellness efforts by promoting local, seasonal eating and reducing barriers to healthy food. In the Buffalo community, the Veggie Van has a fiscal sponsor in the Massachusetts Avenue Project's Growing Green Mobile Market, an established local mobile market that aids with logistics and guidance. A local produce supplier, FreshFix, provides fruits and vegetables at reduced cost to stock the Veggie Van, leveraging their network of farmers to ensure a fresh supply. Funding for the project has come in part from a USDA grant, as well as university support.

The Veggie Van is also part of a larger Mobile Market Coalition, reflecting its roots in the Veggie Van Training Center that Dr. Leone helps lead. This connection means UB's project benefits from the best practices shared among mobile market programs nationwide. The project disseminates findings through academic channels and the coalition, potentially influencing how other universities and organizations tackle food insecurity.