Balancing economic and social dual bottom-lines

Qualitative inquiry of healthy food retailing in rural Newfoundland and Labrador

Abstract

Rural populations in Newfoundland and Labrador (NL) often experience a higher burden of diet-related chronic diseases - an issue compounded by the limited availability of affordable healthy food options in rural stores. Our study focussed on factors impacting healthy food retailing in rural NL, Canada, from the perspective of food storeowners. Using three store case studies, we conducted interviews with storeowners exploring the store (ownership model; goods and services offered; suppliers; location; competition), relationship with customers, and healthy food retailing (options; facilitators; barriers). Three themes describe key factors that impacted healthy food retailing in rural NL communities from the perspective of storeowners: (1) the store is an agent of community; (2) independence increases the stores’ capacities to serve the community; (3) storeowners are frustrated with imbalances in conventional food systems and aspire to participate in local food systems. These themes highlight the positive and challenging interactions between retailers, their customers and food systems whereby food storeowners navigate financial and social bottom lines simultaneously to meet their own and community needs. Food system factors appear to constrain food store business operations, particularly around procuring and selling healthy, quality, affordable foods. Future research exploring feasibility and impact of healthy food retailing interventions within rural NL food stores and communities, as well as measures to balance power within food systems to alleviate challenges of cost and availability, are needed for equitable population-based interventions to support healthy eating in rural communities.