title: Can small stores have a big impact? A qualitative evaluation of a store fruit and vegetable initiative.
abstract: OBJECTIVE
  The aim of this evaluation was to explore the quality, barriers, enablers and outcomes of a retail fresh fruit and vegetable initiative in rural communities identified to have poor geographic access to healthy food.
  
  
  METHODS
  A qualitative evaluation using in-depth interviews was conducted with rural store retailers across Victoria involved in the implementation of a retail fruit and vegetable initiative. Data were analysed using a thematic approach.
  
  
  RESULTS
  Six of the 13 store retailers that were engaged in the initiative identified a range of qualities, barriers, enablers and outcomes. They reported that effective communication is essential for engaging retailers and sustaining participation. The choice and use of retail incentives may influence the community's purchase of fruit and vegetables. The community's attitude to fruit and vegetables, the staff's ability to promote produce and the capacity of the store to stock and sell fresh fruit and vegetables influenced perceived success. Barriers included difficulties receiving a regular supply of fresh fruit and vegetables, time constraints and storage facilities.
  
  
  CONCLUSIONS
  This qualitative evaluation of a retail fruit and vegetable initiative found that effective leadership and communication from project workers, a range of retail incentives and the capacity of the store to promote, stock and sell fresh fruit and vegetables influenced perceived success. SO WHAT?: Fruit and vegetable retail initiatives in small rural community stores may have a role in supporting consumption of fruit and vegetables.
authors.affiliation: Monash University, Department of Nutrition and Dietetics, Level 1, 264 Ferntree Gully Road, Notting Hill, Vic. 3168, Australia.
authors.forename: Breeana
authors.initials: B
authors.lastname: Gardiner
authors.affiliation: Monash University, Department of Nutrition and Dietetics, Level 1, 264 Ferntree Gully Road, Notting Hill, Vic. 3168, Australia.
authors.forename: Miranda
authors.initials: M
authors.lastname: Blake
authors.affiliation: Bass Coast Shire Council, 76 McBride Avenue, Wonthaggi, Vic. 3995, Australia.
authors.forename: Raeleigh
authors.initials: R
authors.lastname: Harris
authors.affiliation: Monash University, Department of Nutrition and Dietetics, Level 1, 264 Ferntree Gully Road, Notting Hill, Vic. 3168, Australia.
authors.forename: Carena
authors.initials: C
authors.lastname: Gee
authors.affiliation: Monash University, Department of Nutrition and Dietetics, Level 1, 264 Ferntree Gully Road, Notting Hill, Vic. 3168, Australia.
authors.forename: Stella
authors.initials: S
authors.lastname: Charaktis
authors.affiliation: Monash University, Department of Nutrition and Dietetics, Level 1, 264 Ferntree Gully Road, Notting Hill, Vic. 3168, Australia.
authors.forename: Christine
authors.initials: C
authors.lastname: Choong
authors.affiliation: Monash University, Department of Nutrition and Dietetics, Level 1, 264 Ferntree Gully Road, Notting Hill, Vic. 3168, Australia.
authors.forename: Rebecca
authors.initials: R
authors.lastname: Lade
authors.affiliation: Monash University, Department of Nutrition and Dietetics, Level 1, 264 Ferntree Gully Road, Notting Hill, Vic. 3168, Australia.
authors.forename: Laura
authors.initials: L
authors.lastname: Duff
authors.affiliation: Monash University, Department of Nutrition and Dietetics, Level 1, 264 Ferntree Gully Road, Notting Hill, Vic. 3168, Australia.
authors.forename: Claire
authors.initials: C
authors.lastname: Palermo
mesh_terms: D002755:Choice Behavior; D003132:Commerce; D019649:Food Industry / Q000191:economics / Q000379:methods / Q000458:organization & administration*; D005523:Food Supply / Q000191:economics / Q000592:standards; D005638:Fruit / Q000191:economics / Q000600:supply & distribution*; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D007407:Interviews as Topic; D015397:Program Evaluation; D036301:Qualitative Research; D012423:Rural Health; D014675:Vegetables / Q000191:economics / Q000600:supply & distribution*; D014739:Victoria