Mod Fresh Modern Solutions in Fresh Food

February 8, 2012

Mobile Fresh Food Articles

Filed under: Information — Tags: , , , , — modfresh @ 4:42 pm

The list shares information relating to field sales of mobile fresh food. Topics include: news, engineering, food safety, politics, philanthropy & charitable efforts, innovation and other issues related to Mobile Fresh Food. If you have a link you’d like to add, make a comment and we’ll add it to the list.

11/18/11 – The Atlantic Cities: Grocery Stores on Wheels

10/19/11 – WYNT.com: Veggie mobile gives people access to fresh food Great article showing neat strong “organic” innovation in mobile fresh food – serving a great cause. Made their second vehicle!

07/06/11 – Sustainable Cities Collective Do Mobile Food Markets Increase Urban Food Access?

05/06/11 – Huffington Post Are Mobile Groceries The Solution For Food Deserts?

04/25/11 – Gadling (Huffington Post Blog) Mobile farmers markets: the next “big thing” in food trucks? An article describing the potential rise of mobile famers markets.

06/11/09 – New York Times – Customers Prove There’s a Market for Fresh Produce This article is great because it explains approximately the start of Green Carts into the Burroughs of New York.

No Date – Retail News: Food Deserts – Their big news, but do they really offer fertile ground for retail growth?

Mobile Fresh Food Companies

Filed under: Mobile Food — Tags: , , , — modfresh @ 4:16 am

We are passionate about Mobile Fresh Food and have created a running list of great efforts. Whether the solution is a mobile grocer, mobile grab & go solution or mobile farmer’s market – we love it. FYI, this is not a list of food trucks (there’s plenty of those)! If were missing anyone, let us know!

Fresh Moves: An organization in Chicago that has created a successful solution in marketing fresh produce using a bus from the city of Chicago. They also may go by the name Food Desert Action.

FreshMovesFresh Moves

Garden on the Go Indiana University Health’s Garden on the Go™ is an effort to improve access to affordable fruits and vegetables in “food deserts” throughout Marion County. A “food desert” is defined as “an area that lacks access to affordable, healthy foods.”

MoGro: An organization in Santo Domingo Pueblo, New Mexico using mobile engineered methods to help food deserts. A powerful vision: “Elimination of “food deserts” in New Mexico: that all communities have access to healthy, affordable, and sustainably sourced foods”. They may be re-working some of their delivery model, but they are inspiring in their efforts.

Arcadia Food Org: An organization with a lot going on in terms of philanthropy. Based in Alexandria, VA – they are set to launch a mobile food vehicle in Spring of 2012. Lots of good stuff on their website (keep your eyes on them). The fact that they actually accomplished much of their financing with Kick Starter makes it even better.

Fulton Fresh: An organization in Fulton County, Georgia. This looks like an actual government run group with a number of “agents” who help educate residents on healthy meal preparation as well as other food related information needs. Would welcome any information / updates on this group (info@modfresh.com).

Farm Mobile: (From Twitter) “Farm Mobile is a mobile farm store operated by Riverview Farms in the Atlanta area. We stop, you hop on in and shop from the local food source from area farms.” Farm Mobile looks to be a converted Step Up style vehicle which allows customers to walk on board and purchase a variety of fruits and veggies.

Farm Mobile

Beans and Greens Still looking for good information on this effort. Please email any info you have.

Beans and Greens

Second Harvest: An organization in San Mateo and Santa Clara Counties in California.Second Harvest is a food bank which receives great donations from a network of local growers. They were able to purchase 2 vehicles and have improvised ways to use the vehicles to improve food access. Customers can walk around the vehicles and pick items from the storage bays.

Second Harvest

Veggie Mobile: The Veggie Mobile is a project of Capital District Community Gardens, located in upstate New York’s Capital Region. Established in 1975, CDCG is a private non-profit community service organization that has been helping residents of Albany, Rensselaer, and Schenectady Counties improve their neighborhoods through community gardening, healthy food access and urban greening programs for more than 30 years.

January 29, 2012

Food Desert or Swamp?

Filed under: Food Deserts — Tags: , , — modfresh @ 3:12 am

If you speak to economists and scientists who study data and look for empirical evidence, the concept of a food desert is not clear cut. While the correlation between low income areas and food related health problems such as obesity are well documented – the reasons for these health issues are debated. Many point to education, socioeconomic factors and other complex issues. Some even argue that adding grocery stores won’t do much to help the problem.

More recently the concept of a “food swamp” emerged as a better metaphor to describe food in low income areas. Where the term food desert implies a lack of water causing people to struggle, the term food swamp suggests a saturation of water in an unpleasant environment. The concept of a “food desert” doesn’t really hold up; people in a food desert aren’t drowning they are slowly eating themselves to death. In a swamp, there is plenty of water but the environment may be unhealthy for many people to live in. More important is how the term is truly intended. Writers are careful to clarify they mean that fast food chains have a “swamping” or inundating effect in low income areas and essentially crowd out all the healthy choices. There may be access to healthy foods in low income areas, but you might have to pass dozens of unhealthy food choices to get it.

Some good articles are listed here:

Food Desert

This idea of food swamps strikes a chord with us at because it gets at the heart of our passion of increasing access to healthy fresh food. We see the problem of food deserts / swamps as a result of quick serve restaurants out innovating grocers in a long war for market share. While grocers spend years developing and refining a single store type, fast food is now (according to Eric Schlosser) “…served at restaurants and drive-throughs, at stadiums, airports, zoos, high schools, elementary schools, and universities, on cruise ships, trains, and airplanes, at K-Marts, Wal-Marts, gas stations, and even at hospital cafeterias…”. There are many, many different types of fast food locations but comparatively few types of grocery store. If we want to help improve food access in low income areas we need to think of new ways to increase access which makes healthy food easier to get, taste better and cost less than fast food. We think this is possible. We think a Trader Joes Kiosk or Wholefoods Mobile could actually outsell McDonalds if done correctly.

In our video we illustrate many of the kinds of innovations grocers can use to increase their reach to low income areas. The solution we feature is just a starting point. As our ideas take hold, next generation designs will illustrate many more ways to bring healthy foods closer to consumers at still lower costs. With these changes and continued innovation over time, mobile fresh food will show how grocers can reclaim market share from fast food restaurants.

December 13, 2011

Mobile Fresh Food

Filed under: Mobile Food — Tags: , — modfresh @ 12:31 am

Mobile fresh food is a new food concept which focuses on high quality fresh packaged items. The idea helps grocers and packaged food retailers expand beyond the store by selling: prepared meals, grab and go items or any packaged foods consumers may want. The solution helps bring food to people who need it with significantly less power and water requirements. It is a low cost / low energy method for retailers to reach new customers in a profitable and sustainable method.


For consumers, mobile fresh food is a convenient way to get quality food items without driving. Many customers desire healthier prepared foods or ready to eat foods as an alternative to quick serve restaurants. Additionally, many customers could benefit from a limited range of packaged whole foods brought closer to them. A healthy packaged mobile fresh food option from a known brand located close by would be something entirely new.


For retailers, mobile fresh food offers access to a brand new market. With this concept, retailers can sell food in areas too challenging or too expensive to build a full store. The solution also represents a profitable way for retailers to attract and retain customers. The concept has significant potential to advertise a brand or cross promote a local store. The Mod Fresh strategy for mobile fresh food is to use a low cost, low energy platform to sell a limited range of packaged items from a retailer’s existing range. By selling packaged items, many of the food borne illness concerns associated with handling or preparing food are eliminated as well as much of the cost associated with food handling operations. By reducing these costs, the solution generates a profit for the store while generating significant awareness and customer loyalty. While selling from a mobile fresh food solution, a retailer can:
• Engage customers 1:1 outside the store
• Trial new products or new sales locations before committing to their launch or build
• Cross promote a local store, hand out flyers or coupons or simply tell customers about the brand
• Take orders from customers with limited means of online ordering
• Deliver full store orders from the same vehicle which takes walk up orders in the field


The mobile fresh food concept was created by MOD FRESH – a business which creates modern solutions in fresh food. MOD FRESH created its own prototype vehicle to speed adoption by food retailers. MOD FRESH offers a patented vehicle, custom software, navigation of mobile food regulations as well as project management. The MOD FRESH solution was designed specifically to integrate with packaged food retailers: using their existing distribution network, using their existing items, integrating with their existing IT systems and using many of the best practices of retail operations. The MOD FRESH solution was also designed to be incredibly green. The solution uses a solar array which shields heat from the vehicle while generating usable solar power. The interior walk in refrigerator needs only 1,000 watts of power – about the requirement of a home refrigerator (only much larger). When cooling, solar panels impart up to 300 of the 1,000 watt requirement with the balance coming from batteries. Once the required temperature is achieved, the refrigeration system powers down while the solar panels continue working to replenish the battery power just consumed. The MOD FRESH concept for mobile fresh food sources food from highly efficient central kitchens and uses a low energy sales method resulting in a remarkably low carbon footprint meal for consumers. The end effect is a significant number of cars taken off the road and a decrease in the overall carbon generated from short runs to get meals.

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