FINAL REPORT: EATON GOOD FOOD FOCUS GROUPS
Date Submitted: April 18, 2014
Submitted by: Rory Neuner, MIFFS Facilitation Team & R. Neuner Consulting
BACKGROUND
The Eaton Good Food initiative was awarded a Community Reinvestment Fund grant to conduct a series
of focus groups to better understand the attitudes, feelings, and motivations of the general public
toward food and food access in Eaton County. The goal of the focus groups was to get individual-level
perspectives about local food systems. Information received from participants is being used for
developing a Local Food Supply Plan. The Local Food Planning Initiative concept has been presented and
accepted by the Eaton County Public Works and Planning Commission and the County Commission with
expected inclusion of the finished plan in the County’s 5-Year Master Plan.
The Eaton Good Food Planning Team contracted with Michigan Food and Farming Systems (MIFFS) to
handle the focus group facilitation services. MIFFS currently offers food systems related facilitation
services to a variety of food-related initiatives across the state of Michigan.
The focus groups were designed to identify and prioritize food issues in Eaton County, including:
• How to increase access to fresh and healthy food?
• How to build an economy around food and food business?
• What barriers people face with nutrition and food choices?
• What food needs and challenges face residents?
A total of six focus groups were conducted in Eaton County communities (including in Charlotte, Delta
Township, and Olivet) between January and March 2014. The focus groups were held across five target
populations: K-12 students, college students, veterans, adults over 65 years of age, and adults eligible
for public assistance. These populations are among a list of underserved groups that the Community
Reinvestment Fund has targeted, with the goal of ensuring traditionally underserved and marginalized
populations have the opportunity to get involved in the planning process at all levels of government.
This project reached 70 unique participants from 16 zip codes, and gathered important findings about
food and food access issues in Eaton County. This document outlines the core themes and overarching
issues identified across the six groups.
SUMMARY OF FOCUS GROUPS
The following is a short summary of the focus group(s) held for each target population group identified
in the grant application:
High School Students – One focus group was held at Olivet High School on Thursday, January 16, 2014,
and included students from Springport and Olivet High Schools. Most participants in this group had
previous exposure to agri-science curriculum.
Homeless – Two abbreviated focus groups were held in conjunction with the Project Connect
Homelessness Resource event at First Lutheran Church in Charlotte on Tuesday, January 28, 2014.
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Potential participants were identified by Project Connect and Housing Services. The list of agenda
questions was shortened for these groups, per an agreement with Project Connect.
Seniors – This focus group was held on Friday, February 7, 2014 at the Delta Enrichment Center. There
were 20 senior-aged participants. Two local officials also listened in, the Director of Eaton County Parks
and the Delta Township Treasurer. Most participants in this group have access to an automobile for
transportation.
College Students – This focus group was conducted at the Barry-Eaton District Health Department in
Charlotte on Wednesday, March 19, 2014. Participants were all nursing students at Michigan State
University. All were upperclassmen living off-campus, and all reported having access to a personal
automobile.
Veterans – This focus group was held at VFW Post 2406 in Charlotte on Monday, March 24, 2014.
Participants were all veterans residing in Eaton County, and 90% of participants were male. 100% of
participants were parents, with a mix of both younger children and adult offspring.
METHODS
The MIFFS Facilitation Team worked closely with the Eaton Good Food Planning Team to develop an
agenda with a common set of questions that could be used across all five focus group target
populations. (see Appendix A). The facilitation team designed the agenda according to focus group best
practices, including open-ended questions that would promote discussion among participants.
The facilitation team and the Eaton Good Food planning team also created an intake form (see Appendix
B). Each participant completed an intake form, which was collected by the planning team in exchange
for his or her $10 gift card (participation incentive). The results from the intake form have been included
in this document.
A planning team member was assigned to each focus group session and tasked with event outreach,
securing the venue, and providing refreshments. The planning team member then served as a notetaker and listener during the focus group session. Each session was also recorded via a digital recorder
(available upon request).
Following each focus group, the facilitation team wrote a memo summarizing key findings and
observations (available upon request). The findings were reported as heard by the facilitator, often in
the participants' own words. The raw data of the analysis included the words, phrases, sentences, and
non-verbal responses of participants. The facilitation team looked for patterns emerging from the data
to prepare each session summary, as well as this Final Report.
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AGGREGATED RESULTS: INTAKE DATA
Each focus group participant completed a short intake form (see Appendix B) during their session. The
following charts summarize the data collected across all 70 participant intake forms:
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RESULTS: KEY FINDINGS
The following points summarize prominent themes heard across the six focus groups:
#1 – Big box grocery stores were cited as the most popular place to buy groceries, but access to these
stores is an obstacle for many Eaton County residents.
A consistent theme across the focus groups was the location of large, big box grocery stores in Eaton
County. Transportation costs, vehicle availability, and the distance to traditional, big box retail stores is a
consideration for many Eaton County residents, and sometimes an obstacle for certain target
populations. Participants highlighted store location as problematic for several reasons: total distance
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from residential areas, the lack of public transportation to and from these locations, and unsafe
conditions for those trying to access such stores on foot or on bike.
High school participants reported that distance and convenience is a major factor driving where their
families choose to purchase groceries or food items. As one participant stated: “ We ask ourselves ‘do
you really want to drive 20 minutes more to go to a store when there’s another option with a few less
choices that’s much closer?’” Smaller stores were seen as more convenient for items bought more
frequently. The availability of milk drove many participants’ family decisions about when to shop for
food.
Many homeless participants reported that they do not have access to a vehicle, and that distance is a
major factor in determining where they purchase groceries or food items. “I’m stuck in Charlotte all the
time,” complained one participant. Another participant spoke proudly of his bike and the trailer he uses
to haul his groceries across town. Even for those that did have access to a vehicle, gas prices were a
factor in determining where they choose to shop for food.
In the veterans’ focus group, one participant without access to a personal vehicle said his food
purchasing choices are limited to a single decision-making factor: “can we walk there?” He meanwhile
lacked knowledge about how to use EATRAN or what it costs to use. A senior focus group participant
that does use EATTRAN noted that while the service is great on weekdays, it is not a great transportation
option on weekends.
Other participants with access to a personal automobile also expressed concern about those without
access to a vehicle and how they manage to travel safely to and from the grocery stores in Eaton
County. “My wife and I talk about how there is not a safe way to get to either store,” said one veterans
group participant. “There’s not a supermarket in town anymore, and to go to the ones we do have,
you’re putting yourself in danger.”
Given these challenges, many low-income participants talked about having to rely upon non-grocery
retail stores for food items, such as CVS, Family Dollar, Quality Dairy, and Dollar Tree. When asked about
why they utilize these outlets, participants reported that these outlets are conveniently located, and
they accept food stamps. Participants were not nearly as familiar with farmer’s market programs like
Double Up Food Bucks as they were with gas stations and other non-grocery outlets that accepted food
stamps. None of the college students and none of the veterans had ever heard of the Double Up Food
Bucks program.
#2– Healthy and fresh foods are perceived as more expensive options, and out of the reach of many of
the target populations we spoke with in Eaton County.
Another almost universal theme was the sense that healthy and fresh foods are more expensive than
other options. The homeless group participants were openly frustrated about the cost of fresh fruits and
vegetables. The college students expressed the lowest price sensitivity to groceries, but still cited fruits
and vegetables as expensive. In the veterans group, all participants were parents, and many expressed a
sense of exasperation about food prices and how families can afford to buy groceries, particularly
younger families. As one participant stated, “you can’t go into Wal-Mart without spending $50.” As
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another stated, “People just don’t make what we used to.” Veterans in this focus group felt strongly that
younger families need help affording food and groceries, particularly healthy food choices.
For some low-income participants, the perceived cost of healthy and fresh food has a major impact on
health outcomes. There were several diabetics in the homeless focus groups, and they expressed
particular concern about the cost of fresh food. According to one participant, “It’s hard for a diabetic to
afford the right food.”
#3 – Education is needed across multiple populations about what constitutes healthy food.
Participants across the focus groups expressed only a moderate level of knowledge about what
constitutes healthy food. In multiple focus groups, the main guidelines offered were “a meat, a starch,
and a vegetable.” Sugar and salt content, as well as eating a variety of colors of fresh foods were
mentioned, but sparingly.
In the high school focus group, there was a sense among participants that the definition of what’s
considered healthy is based not on science but on trends, and often changes. As one participant stated,
“It changes so often that I’m not sure what’s actually valid anymore.”
Perhaps the most concerning was the college student group, given that they are all future health
professionals. This group talked less about healthy food than any other focus group. Most of what they
had to say was based on what they’d been presented as nursing students via the USDA MyPlate content.
The conversation about healthy food lacked the depth it did in other focus groups, including that of the
high school students.
#4 – Health is a driving factor in decisions about food, particularly for those with food allergies or health
conditions like diabetes.
Despite the moderate level of knowledge expressed, many participants stated that health is an
important factor in the kind of food they and their families choose. Food allergies and diabetes were
mentioned as reasons for changing the way that participants eat and where they shop for food. Food
allergies were also a source of frustration for many participants. There were mothers in both homeless
focus groups that reported having children with a gluten allergy or that were recommended to go on a
gluten-free diet to aid in managing ADHD.
#5 – Education is needed about local food and farmers markets in Eaton County.
Many focus group participants were interested in but not very knowledgeable about local food issues,
particularly where to find farmers markets. For example, seniors expressed interest in farmers markets
and locally grown food, but were not clear about how to access these resources. The high school
student group was by far the most sophisticated in their knowledge about local food. Participants
discussed a number of concepts like seasonal, organic and local food without prompting, as well as
issues surrounding genetically modified organisms, or GMOs. In total, 6 of the 8 students have shopped
at a farmer’s market, 6 out of 8 participants have had a family / backyard garden, and 7 of 8 eat food
their family members have hunted. As one participant remarked, “during the summer we don’t buy a lot
of produce because we have such a large garden.”
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The college students were quite unfamiliar with several food-related trends and terminology. None
knew what “community supported agriculture” (CSA) meant, none had heard of the Double Up Food
Bucks program, and none had previously heard the term “genetically-modified organism” (GMO).
#6 – Participants across groups get their food from a diverse variety of sources.
Participants across all six focus groups reported obtaining their food from a wide variety of sources, from
traditional big box grocery stores (including Meijer, Kroger, Family Fare, Value Land, and Wal-Mart),
specialty stores (Horrock’s, World Market, Apple Market), farmer’s markets, the Lansing City Market,
and from personal sources including home gardens and meat from hunting.
College students reported obtaining groceries from the narrowest set of sources, primarily traditional
big box grocery stores. The two mentioned were Meijer and Kroger. The college students expressed little
knowledge about local specialty stores, but some did refer to specialty options in other regions of
Michigan where they grew up (e.g. Randazzo’s in Macomb County). They seemed confused about what
constitutes a specialty store versus a farmers market.
#7 – Shopping frequency varies significantly across populations.
Due to transportation and budgeting challenges, some homeless group participants reported that they
shop for food just once a month. Many reported using freezers to store food items over longer periods
of time, but expressed frustration that they lacked adequate freezer space to successfully manage their
food storage and preservation needs. As one participant stated, “I eat a lot of junk food because it has a
longer shelf life.”
In the senior focus groups, shopping frequency varied from once a week to once a month, to every two
weeks. Many shop daily with a specific meal plan, some keep a standard set of items on hand and
cobble together minor meals. One participant shared that she has not cooked a meal since her husband
died. She relies on restaurants and brings home part of her meals and rations them out for several
servings.
GROUP-SPECIFIC OBSERVATIONS
In addition to the overall themes highlighted above, the following population-specific observations were
made:
#1 – Low-income participants invest significant time and energy on budgeting and planning their food
purchases in advance.
The homeless focus group participants were the most price sensitive group, and talked at length about
the time and energy they invest in budgeting their food purchases. They reported obtaining their food
from a smaller variety of sources than other focus groups, mainly from traditional big box grocery stores
(outlets mentioned included Meijer, Kroger, and Wal-Mart). Participants in both homeless focus groups
reported using coupons and sales ads in the Lansing State Journal and other outlets to determine where
to get the best deals on their food. These participants mentioned money-saving concepts at length,
including extreme couponing, price-matching, and clearance items. As one female participant stated, “I
only buy what’s on sale, and I do all my meal planning with the sale ads on Sundays.”
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#2 – Many seniors struggle finding cost effective food in appropriately sized portions.
Senior focus group participants talked about their struggle to find appropriate portion sizes of fresh
produce. Many of the participants were single people and they expressed concern over having food spoil
before they could consume it. They discussed the waste that results from a single person’s purchase of a
whole bag of produce. They identified that individual items are often priced higher.
#3 - Seniors frequently utilize coupons, but are frustrated by technological changes to coupons.
As one senior focus group participant stated, “coupons are a must.” However, coupons were also a
source of frustration. Participants noted that coupons often drive consumers toward larger purchases
(two for one, larger portion sizes). They identified that stores are moving to electronic coupons. Many of
them indicated they are using electronic coupons either by printing them or pulling them up on their
smart phones. They expressed concern that many people do not have access to the Internet, printers
and/or smart phone devices.
#4 – College students had a low level of knowledge about food and cooking.
Several college student participants admitted that they don’t know much about cooking practices, where
to locate certain items in the grocery store, or what to do with certain foods they see at a store. As one
participant said, “I call my mom a lot when I cook.” Another admitted that she knows “the basics but not
how to cook a big meal.” Several participants expressed confusion about how to use or even how to
locate certain food items in the grocery store. Garlic, couscous, and quinoa were all mentioned as
confusing items. Some admitted to using their smartphones while in stores to look up how to use certain
items, or where to locate items in the store. Others admitted to calling their mothers for help while
grocery shopping.
#5 – Veterans expressed a cultural resistance to taking public assistance.
Despite expressing significant price sensitivity and bewilderment about income vs. food prices, veterans
discussed how their experience serving their country makes them resistant to taking public assistance.
As one participant stated, “we won’t ask for help, we’re just too proud.” One participant has a young
family and lacks access to an automobile or steady work, but admitted he and his family are not on
public assistance for these reasons.
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APPENDIX A: FOCUS GROUP MASTER AGENDA
o
Welcome
Introduce moderator and assistant moderator(s)
o
Overview
We are hoping to identify and prioritize food issues in Eaton County, including:
• How to increase access to fresh and healthy food
• How to build the economy around food and food business
• What barriers people face with nutrition and food choices
• What food needs and challenges face our residents
Results will be used for the Eaton County Good Food Plan
o
Ground Rules / Guidelines
No right or wrong answers
Alert to digital recording
One person speaks at a time
First name basis
Listen respectfully
Devices on quiet
Talk to each other, moderators guide discussion
o
Ice Breaker: Around the room
• What is your favorite food, and why?
o
Questions
1.
Where and when do you go to get food?
• When attempts to draw out other patterns that might not have
anything to do with location
2.
Who or what influences your decision about where and/or when to get food?
3.
When you go to get food (such as to the grocery store), what do you look for?
What goals do you have when you get food?
4.
Have you ever changed where you get most of your food? What brought about
the change?
5.
What are some challenges you face when you get food?
6.
What needs to be improved about buying or accessing food in your community?
What kind of food can you not find in your community that you wish you could?
7.
What are some characteristics of a healthy meal?
8.
What prevents you from eating more healthy meals?
9.
Is there anything else you would like to say about food in your community?
* Note: follow up on participation in federal food programs with this group if / when it
comes up
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APPENDIX B: INTAKE FORM
We are collecting some basic information to help the Eaton Good Food Council summarize information
about the participants in our focus groups. Your information will not be shared with anyone outside of R.
Neuner Consulting.
If you do not wish to answer, leave that item blank and skip to the next item.
Your Home Zip Code: _____________________________________
Gender: ____MALE
____FEMALE
Would you consider yourself as the following (mark all that apply):
o A veteran
o
o
o
o
A college student
A K-12th grade student
Over 65 years of age
Eligible for public food assistance (SNAP/Bridge card, free or reduced price school meals, FDPIRFood Distribution Program on Indian Reservations, TANF/FIP – Temporary Food Assistance to
Needy Families/Family Independent Agency, TEFAP – The Emergency Food Assistance Program,
WIC/CSFP – Women, Infant and Children/Commodity Supplemental Food Program)
Your Race or Origin:
o White
o Black / African American
o Asian
o Native Hawaiian or Pacific Islander
o Hispanic or Latino
o Middle Eastern or Arab
o Other
Do you need, use or participate in any of the following:
o EATRAN
o Community gardening
o Growing your own garden
o Farmers Market
o Food Assistance programs
What challenges do you face when you need food?
o Transportation
o Availability
o Financial resources
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o
o
Knowing how to use/cook different food items
Other:
In the last 12 months, since last January, did you ever cut the size of your meals or skip meals because
there wasn't enough money for food?
o
Yes
o
No
o
I don’t know
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