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Business Model Canvas: Fresh Express – Original Mobile Model. Co-creation: tailor program based on customer needs. Establish routes for food distribution – keeping stable schedule. KP. KA. VP. CR. CS. High-touch relationship with customers and communities.

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  1. Business Model Canvas: Fresh Express – Original Mobile Model Co-creation: tailor program based on customer needs Establish routes for food distribution – keeping stable schedule KP KA VP CR CS High-touch relationship with customers and communities Inhabitants in low-income neighborhoods Local farmers and wholesale produce distributors Provide fresh produce, healthy food, and nutritional education in urban food deserts via mobile truck Distribute healthy eating leaflets, easy recipes, etc. Drive around neighborhoods distributing produce Focus on education and trust building Low-income Bay Area communities Local community and health centers Reduce heart disease, diabetes, and childhood obesity rates in urban communities (starting w/ Oakland) KR Food trucks capable of keeping produce fresh Direct: use twitter, social media, local advertising to build awareness CH Warehouses for overnight storage Direct: mobile food trucks will be highly visible and branded Employees for driving trucks, stock & inventory etc. C$ R$ Trucks & Warehouses, Gas Marketing, Handout Expenses Produce / Food sales Potentially: Advertising and promotional revenues Human Resources Produce from wholesalers / farmers

  2. Business Model Canvas: Fresh Express – Store Model Co-creation: tailor foods and prices to specific market Stock healthy produce at reasonable prices, locally sourced. KP KA VP CR CS Provide fresh produce, healthy food, and nutritional education in urban food deserts via small footprint grocers, including community education nights & low-cost cooking classes Inhabitants in low-income neighborhoods Local farmers and wholesale produce distributors Distribute healthy eating leaflets, easy recipes, etc. Host education and cooking nights Focus on education and trust building Low-income Bay Area communities Local community and health centers KR Advertising professionals and program facilitators CH Direct: advertise in local newspapers, billboards etc. Reduce heart disease, diabetes, and childhood obesity rates in urban communities (starting w/ Oakland) Stores Human Resources C$ R$ Stores (including building costs or rents, utilities, etc.) Marketing, Handout Expenses Produce / Food sales Human Resources Produce from wholesalers / farmers Loans and/or Grants through CA FreshWorks Fund

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