Walking into a corner store, you’re often bombarded with an assortment of colorfully packaged foods that are dotted with enticing advertisements, like ”buy 1, get one free” or “2 for 3.” These foods are often high in fat, sugar and artificial ingredients but are satisfying to an empty stomach, especially one that is looking for instant gratification and only able to spend a few dollars. The actual quality and nutritional value of these products are secondary to their price and “tastiness,” and convenience trumps everything.

Jean Paul, a corner store owner in North Philadelphia, recognizes these tendencies and has sought to improve access to not only affordable but fresh food within the traditional corner store structure. Through support from The Food Trust’s Healthy Corner Store Initiative, Paul is making it easier for children, who make up the a large portion of his customer base, to choose to buy healthier foods.

There is a similar initiative in Washington, D.C. and ever since I learned about the program, I have been curious to learn more about the store owners’ opinions of the program and their roles in selling the fresh produce.

I found Jean Paul’s approach inspiring. As the article explains, he had the option to discontinue the selling fresh and healthy produce when he acquired the business. However, as a vendor, he recognizes his role in shaping his customers’ purchases, while still providing them with the autonomy to make their own choices. With regular customers, he has the unique opportunity to build relationships with his customers and steer them towards more nutritious, and “valuable” foods. He acknowledges his moral responsibility to value the health of his customers and “doesn’t like the idea of being the outlet for unhealthy food bought by unhealthy kinds who don’t know any better and don’t have many alternatives even if they did know.”

We often talk about how we need to know our farmers, but in some situations, especially in urban environments, that is a lot easier said than done. However, I think small local business owners, like Jean Paul and other corner store vendors, can be advocates for healthy, sustainable food purchases in a similar way. They are the familiar faces for many urban community members, and therefore are in a position to be trusted educational resources for their customers. I think that with increased support from organizations like The Food Trust, more and more business owners like Jean Paul will start to see the long-term benefits of building healthy relationships with their customers through the sale of nutritious and fresh produce.