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Mobile Food Store

Mobile fruit and vegetable store changing unhealthy eating behaviours to improve health outcomes.


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Executive Summary

The Mobile Food Store has changed the behaviour of local residents by providing access to healthy food at competitive prices. Health Trainers encourage and support to residents to eat more fruit and vegetables and sign post to healthy life style services.

Quick Detail

Innovation Owner:
Sarah Barnes
NHS Great Yarmouth and Waveney
Health & Social care

Project Detail

NHS Great Yarmouth and Waveney used geodemographic information to determine the best route for a mobile fruit and vegetable store. Maps were created to show where those who were most at risk of a heart attack or a stroke and/or those registered with diabetes lived. Additional maps were made using Mosaic population types to show where those most likely to eat less than one piece of fruit and veg per day lived and worked.

The PCT decided to take the service to the streets where people live, delivering care closer to home,focusing on areas with the Mosaic types most likely to eat less than one piece of fruit and veg a day. It’s the PCT’s business to change behaviour and improve health outcomes rather than sell fruit and veg. So they worked with in partnership with a private provider and a community organisation to develop the service. The service is delivered by health trainers who are able deliver personalised service. In addition they also provides recipe sheets, cooking and taster sessions and links and signposting to other healthy lifestyle services like stop smoking, weight management, and community nutrition and food co-ops.

The Mobile Food Store is part in the Healthy Start scheme.  This scheme provides vouchers that can be exchanged for fresh fruit and vegetables and vitamins for eligible pregnant women and families with children under the age of four who are receiving benefits. 

The Mobile Food Stores exit strategy is to love and cherish the local communities once they have gained and feel confident enough support them to become food co-ops to allow the service to move on. Leaving sustainable foot print across the area .

UEA evaluated the serviceThe following results were collected 6 months after the start of the initiative: * Mobile Food Store makes 30 stops a week* 7834 customers have used the service* 281 customers have been referred to other lifestyle services provided by NHS GYW* 57% of customers surveyed reported a positive change in their fruit and vegetable intake, with an average increase of 1.2 portions per day* Prior to using the Mobile Food Store, 58% of people surveyed consumed 5 or more portions of fruit and veg a day - following the start of the initiative this number increased to 80%

Another service evaluation is planned by UEA for September 2010

Key Facts


January 2005
June 2006


Send a request for more details


NHS Great Yarmouth and Waveney

Project Partners:

  • McCarthy's - Private Wholesaler


  • Citizens

Approach taken

Resources and skills used

Formal method used



This is an excellent Project which will hopefully be adopted by other areas of the country.

30 November 2010

Damien Kennedy -

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