"走るスーパーマーケット"が、企業の利益を貧しい地域に還元。どうやって?

「お金がなくて新鮮な食べ物が買えない」を解決するバス。
|
Open Image Modal
MARCUS STABENOW / ST. LOUIS METROMARKET

アメリカ・ミズーリ州セントルイスを、新鮮な食品を載せたカラフルなバスが走る。

バスの名前は「セントルイス・メトロマーケット」。「カブ1号」の愛称でも知られる移動式のファーマーズマーケットだ。地元の農家や菜園で作られた、新鮮な果物や野菜、肉、乳製品、パンを販売している。

車内の広告スペースには生産者情報が貼ってあり、外では、スタッフやボランティアが食品の栄養情報を教えたり、調理方法を紹介したりする。

Open Image Modal

MARCUS STABENOW / ST. LOUIS METROMARKET

しかし、メトロマーケットはただの移動式ファーマーズマーケットではない。

「注目してほしいのは、バスを使った食品販売という物珍しさではありません」と話すのは、メトロマーケットの立ち上げメンバーで、セントルイス大学の医学生ジェレミー・ゴスさんらだ。

Open Image Modal

MARCUS STABENOW / ST. LOUIS METROMARKET

このバスの素晴らしい点は、行き先にある。セントルイスのスーパーマーケットがない地域にある、企業や低所得地域に向かうのだ。

ゴスさんたちは、セントルイスの全ての地域にスーパーマーケットがないことを不満に感じていたという。そこで、補助金と寄付金、セントルイス地下鉄から無償提供されたバスを使って、この非営利の事業をスタートさせた。

それにしても、なぜ向かう先が企業と低所得地域なのか? そこに、この走るスーパーのユニークさが隠れている。

Open Image Modal

MARCUS STABENOW / ST. LOUIS METROMARKET

メトロマーケットで買い物するには、150ドルの「フレッシュパス」という会員権が必要なのだが、この会員権が免除される条件が2つある。一つは、企業が年会費を払う場合、もう一つは貧困ラインを下回る生活をしている場合だ。

Open Image Modal

MARCUS STABENOW / ST. LOUIS METROMARKET

メトロマーケットは、企業が支払ったお金で、低所得者の費用をまかなう。ゴスさんいわく「企業で得た利益を、低所得地域で還元する」わけだ。1つの企業が、おおよそ1つの低所得地域分に相当する補助金をサポートする。

また、購入価格も異なる。法人会員は小売り価格で買い、所得が低く普段は質のいい食べ物が買えない人たちは、原価で購入できる。

Open Image Modal

MARCUS STABENOW / ST. LOUIS METROMARKET

今のところ、メトロマーケットと提携している企業は、この取り組みを社会的な使命の一つだと受け止めていて、なかには従業員がボランティアをする企業もある。カーディナル・グレノンこども病院は、こんなユニークな貢献をしてくれている、とゴスさんが説明してくれた。

Open Image Modal

MARCUS STABENOW / ST. LOUIS METROMARKET

「医師たちが、空腹を訴える患者たちを診察します。そして、患者に栄養が必要と診断すれば、果物や野菜を使った処方箋を出します」

ハフポストUS版に掲載された記事を翻訳しました。

▼関連画像集▼

アメリカのファーマーズマーケット
Santa Fe Farmers Market(01 of09)
Open Image Modal
The Santa Fe Farmers Market is one of the main events in this popular tourist town in New Mexico. The thriving arts and culture scene here sets the market apart from many of its larger Southwestern peers. Every Tuesday and Saturday morning at the Santa Fe Railyard, artists set up shop alongside vendors selling locally grown produce and artisanal products such as jams, soaps and bakery goods. Musical performances, special events and kid-centered attractions lend the market a festival-like atmosphere. On Sundays the focus is on art during the Railyard Artisans Market, which takes place on the same grounds as the Farmers Market. (credit:Alamy)
Des Moines Farmers Market(02 of09)
Open Image Modal
The Des Moines Farmers Market is a major event that is held each Saturday in Des Moines, Iowa. This is a great place to find some of the best direct-from-the-producer goods in the Midwest. In addition to a rich array of fruits and vegetables, there are flowers, wines, cheeses, baked goods and dairy products. Special programs, kids events and concerts are also a part of the Saturday morning festivities in downtown Des Moines. (credit:Flickr: Phil Roeder)
Minneapolis Farmers Market(03 of09)
Open Image Modal
The Minneapolis Farmers Market sits just outside of the downtown section of this large Minnesota city. Some of the produce and goods sold here are seldom seen in smaller markets (or in any other markets in the Upper Midwest, for that matter), a product of Minneapolis\' diverse population. Another unique aspect of this market is its dedicated space that is open every day of the week. A satellite market takes place downtown on Thursdays, and special events, including cooking classes and concerts, happen on the weekends. (credit:Flickr: chickpokipsie)
Portland Farmers Market(04 of09)
Open Image Modal
Portland has one of the most organized and well-attended collections of farmers markets in the U.S. Something is going on every Tuesday through Sunday, meaning that residents of this Oregon metropolis can have fresh food on their table daily. The Saturday market, at Portland State University, is the main event. A majority of the vendors and customers are very knowledgeable about the produce and are active participants in the city\'s lively organic scene. Samples and cooking information are available and provide visitors with a hands-on experience. (credit:Flickr: Parker Michael Knight)
Union Square Greenmarket(05 of09)
Open Image Modal
The Union Square Greenmarket proves that farmers markets can thrive anywhere, even in a big concrete jungle like New York City. This Manhattan institution serves up locally grown produce, baked goods and even less common market items like fish and fresh cut flowers. Specialty items like pickles, cheeses, jams, wines and ciders are also on the menu, as are seasonal items like freshly made maple syrup. As many as 60,000 people come to Union Square on market days (Monday, Wednesday, Friday and Saturday of each week). This makes for a crowded but festive scene with many of the customers as knowledgeable about the products as the vendors themselves. Cooking demonstrations and gardening education are also part of the offerings at Union Square. (credit:Flickr: SodexoUSA)
Dane County Farmers Market(06 of09)
Open Image Modal
The Dane County Farmers Market in Madison, Wis., claims to be the largest producers-only farmers market in the U.S. Throughout the year, more than 300 growers/vendors sell their goods at the market (when their products are in season). On market days, which are Wednesday and Saturday, as many as 160 vendors set up stalls in central Madison, selling produce, artisanal goods, flowers, meats, cheeses, wines, jams and honey, and an assortment of baked goods. A nearby cluster of arts and crafts vendors and an assortment of street performers and musicians add to the exciting ambiance. (credit:Flickr: ibm4381)
Crescent City Farmers Market(07 of09)
Open Image Modal
The Crescent City Farmers Market in New Orleans is home to some of the most unusual produce and the best artisanal products in the Gulf Coast region. Held in three locations on three days, the market is a great place to introduce yourself to the foods of this flavor-filled city. The market is held Tuesday, Thursday and Saturday, with the Saturday version in the centrally located Warehouse District. In addition to fruits and vegetables, Crescent City features freshly caught fish, artisanal foods and farm-raised meats. (credit:Flickr: Infrogmation)
Green City Market(08 of09)
Open Image Modal
Chicago\'s Green City Market is another prime example of a farmers market thriving in a big-city setting. This hot spot for fresh food is open year round on Saturdays and is also open on Wednesdays during the summer and fall. In addition to a huge array of food and locally made products, this market has cooking demonstrations by some of the most famous chefs in the city and other cooking and gardening classes taught by local experts and enthusiasts. (credit:Flickr: Kirk Bravender)
Hilo Farmers Market(09 of09)
Open Image Modal
The Hilo Farmers Market is not quite as large as some others on our list. However, it is arguably one of the most unusual in the entire U.S., featuring tropical fruit and vegetables not seen in the farmers markets in the Lower 48. Located in the city of Hilo on Hawaii\'s Big Island, the market runs all day on Wednesday and Saturday, with over 200 vendors taking part on the busiest days. In addition to the produce, vendors also offer crafts, artwork, artisanal food products and tropical flowers. Since the Big Island gets fewer tourists than Oahu or Maui, the Hilo market is a good place to enjoy an authentic, non-touristy taste of Hawaii. (credit:Flickr: lrargerich)

Open Image Modal