Philadelphia, PA (July 27, 2010) - In
an era when many Americans eat too many processed foods, the
Philadelphia Housing Authority's Food For Life Program is making it
easier for housing residents to obtain fresh produce - a key
component for a healthy diet.
Many PHA residents live in neighborhoods filled with fast food
restaurants with little or no access to the fresh fruits and
vegetables needed to maintain a healthy diet. People who live in
these "food deserts" often develop obesity and other health-related
issues.
To provide healthier food options, PHA has partnered with the
Reading Terminal-based Iovine Brothers Produce. Iovine Brothers
visits four PHA sites one day a week: the Richard Allen Homes on
Tuesdays, Wilson Park on Wednesdays, Raymond Rosen on Thursdays,
and Greater Grays Ferry Estates on Fridays. The markets operate
from 10 AM to 4 PM.
"This is a great way for our residents to buy fresh produce at
great prices. The fact that so many of them are lining up to buy
fruit and vegetables shows that they really do want to eat
healthier - they just needed a way to do it," said PHA Executive
Director Carl Greene.
Vinnie Iovine, co-owner of Iovine Brothers, says the idea for
the program began at the gym, where he works out alongside
Greene. One day, he introduced himself, and Greene proposed
the delivery of fresh produce to several PHA sites.
"We deliver that same exact product to 15, 000 people a week in
the Reading Terminal" Iovine said, emphasizing the quality and
freshness of the produce.
The company has partnered in the past with The Food Trust, a
nonprofit group that works to improve access to healthy, affordable
food and to educate children and families about nutrition. Iovine
believes that if price and quality is right, people will be
eager to try something new.
Residents at PHA's Raymond Rosen development are thrilled to
have choices where none existed before.
Sharelle Kingwood says Iovine Brothers offers more variety than
she would have at other places and the pricing is more affordable.
Watermelon is her favorite fruit.
"Last week, they had the small ones for a dollar. Hoo! We tried
to come here and rack up!"
Sharon Thompson, a former resident who still lives in the
neighborhood, likes the convenience and the prices.
"I like it because you can pick your own food. Most of it is
reasonable compared to the markets. The people are nice, too."
One of those nice people is Abeer El-Zaher, a 16-year old PHA
resident working at the counter. As part of the program, Iovine
hired two residents to set up the stands at the sites and man the
counters. Residents can work up to 40 hours a week at $9 an hour as
part of the agency's Community Partners program. The program
emphasizes job training and self-sufficiency.
El-Zaher smiles at the customers and says she likes working
behind the counter helping people.
The other housing resident, 19-year old Devon Sumpter, was
excited to have a job and some direction in life. He had been
unemployed until Iovine Brothers picked him up.
"You find great people here, and meet new people," he said.
Customers who buy at the market have several options for
payment. Iovine Brothers will take cash, food stamps, WIC checks,
credit, debit, and Electronic Benefit Transfer (EBT) cards.
The "Food for Life" program began operation on June 29th and
will continue through September. PHA will evaluate the level of
demand for the farmers' market products and, based on the results,
could expand the program to other sites next year.
Captions:
Abeer_El-Zaher_Sharelle_Kingwood 0022:
Abeer El-Zaher, a 16-year old PHA resident working in the Food
for Life program helps Raymond Rosen resident, Sharelle Kingwood,
complete a purchase of fresh fruits.
Sharon_Thompson01:
Sharon Thompson, who lives near PHA's Raymond Rosen development,
takes a look at the strawberries on sale. Iovine Brothers Produce
visits that site and three others once a week.
