Small Food Stores in Rural Communities: Challenges and Insights

Incorporating healthy food options into existing establishments may impact dietary intake among community residents, especially in underserved communities. For the current qualitative assessment, key informant interviews were conducted with storeowners across rural Nebraska to assess attitudes, barriers, and willingness to implement changes (N=10). Concurrently, a modified NEMS-S assessment was conducted to assess availability of healthy food options. It was found that small grocery stores in rural communities provided a variety of healthy foods (low-fat dairy, lean meats, vegetables, fruits, and whole grain food groups). Storeowners described that they would be willing to carry varieties of food items if customers requested specific items. Interestingly, storeowners indicated their main challenges were: maintaining a customer base (e.g., populations shrinking, competition with “big box” stores); policy changes and interests of distributors; inequitable prices and tax structures; and perceptions of the store. When asked specifically about offering and promoting healthier foods, storeowners were generally responsive, as long as options were cost-efficient and met the needs of their customers. Given that rural communities generally have limited food access, a focus on promoting the longevity of local stores is needed. This session describes the findings from these interviews and discuss implications