It’s in the BAG: Bringing Fresh Fruits & Veggies Into the Heart of a Neighborhood

*Fruits and vegetables provided to people in Winnipeg, MB, who are struggling with food insecurity through the local Better Access to Groceries program. (Source: Emma Durand-Wood.)*

What would it take to get six full-size pool tables’ weight in apples, two Honda Civics’ weight in potatoes, and a large black rhino’s weight in corn into the heart of a neighborhood where people struggle with food insecurity? I found out the answer to that question when I sat down with Jacquie Pontedeira, the program coordinator for a grocery bulk-buying program that’s thriving in Winnipeg, Manitoba.

The program is called Better Access to Groceries program (BAG for short), and it’s long been on my radar as a great thing happening here in my neighborhood of Elmwood. I jumped at the chance to get the nitty gritty on how BAG works and how it’s making a real difference in the lives of folks in the neighborhood.

This Program Began With Seeing a Struggle—And a Humble Attempt To Respond to It

Nearly 10 years ago, a local parent-child coalition called Together in Elmwood (TIE) identified a pressing need among its families: they were having trouble accessing affordable fresh fruits and veggies. This was revealed both through formal consultation done by the local health authority, as well as anecdotal experiences shared by members of the playgroup.

With no major grocery stores within walking distance, these parents were finding it hard to get fresh produce at a price they could manage. There are small grocery stores, but the prices are higher, and the selection and availability are often lower than what people can access at bigger ones. Taking public transit to further locations added a not-insignificant cost, on top of the logistical challenges of wrangling strollers, children, and bags of groceries on the bus.

To respond to this need, TIE initiated a bulk-buying program, which would bring the price of nutritious foods down—and bring the groceries into the heart of the neighborhood. Members would put in $10, and the pot of money would be taken to a grocery wholesaler to spend. Then, whatever was purchased with the pot would be divvied up into bags. By pooling their dollars together, the money went a lot further than it would at small stores or even major, competitive chains.

Almost immediately, the project was a success. Membership grew from about 10 registered members to over 300, where it sits today. Jacquie tells me there could easily be more members, as they get a lot of requests from people in other neighborhoods, but for now, the program only has capacity to serve folks within the Elmwood neighborhood. After several years, administration of the BAG program was transferred to the Chalmers Neighborhood Renewal Corporation, a community organization on whose board I’m honored to serve.

In a nutshell, BAG offers members an opportunity to buy $5 or $10 bags of fresh produce, every two weeks. Folks pick up their BAG orders at a centrally located community center. BAG also delivers orders to a handful of seniors and social housing locations. There are members who have been with the program right since the very beginning. The program’s expenses are a 10 hour per week coordinator and a delivery service; the food costs are entirely recovered by member orders.

Value Beyond Food

Every day that she works on BAG tasks, Jacquie Pontedeira can see firsthand that the program makes a tangible impact on people’s lives. For many, it’s the difference between having fresh, healthy food and going without. What she wasn’t expecting is that there is value in the BAG program that goes far beyond the food itself: the community that has formed around the program is very special.

*Jacquie Pontedeira, coordinator for the BAG program. (Source: Emma Durand-Wood.)*

I went to see a BAG pickup in action, and saw what Jacquie had described. There was a lovely convivial atmosphere as she greeted each person warmly, and the volunteers chatted with members and among themselves. Moms with sleeping babies, seniors, and everyone in between came through. Jacquie told me that it was relatively quiet at the moment, but that when she’d unlocked the door earlier, there had been a line of folks waiting to enter, and there would be another big rush of after-work arrivals later in the afternoon. Even during this “quiet” time, I witnessed a steady stream of BAG members of all ages pass through to fill their reusable bags (on this particular day with romaine lettuce, green grapes, peaches, and navel oranges).

Jacquie tells me connections are also made through the BAG Facebook group between pickup days. People discover that they live on the same street, and take turns picking up orders. They share photos of recipes they make with the BAG items. They make connections and friendships with other people who live in the neighborhood. Jacquie posts a fun photo challenge each week and people love guessing what the items in the BAG order will be. The BAG contents are always a surprise, which is something that folks really enjoy about it. Sometimes a lesser-known fruit or veggie will create an opportunity for food education, too.

It’s clear that Jacquie loves her job, and I ask her what she gets out of it, personally. She tells me how rewarding it is to build and nurture connections and community between all the organizations, the volunteers, and the participants. BAG’s primary goal is improving food access, but it’s also building social wellness through creating connections, even between strangers. She jokes that she feels a bit like a hairdresser or a bartender; people see her every other week and tell her what’s going on in their lives.

And participating in the BAG program also is a pathway to benefiting from other community services that Chalmers Neighborhood Renewal Corporation offers, such as other food programs (like food giveaways and emergency food hampers), seniors and early years programming, housing supports, etc.

Leilani Esteban-Villarba, the corporation’s executive director, tells me that part of what makes Jacquie so good at her job is that she sees what else people might need—and also what they have to offer. For volunteers, BAG is a way for them to give back to a program that has made a difference in their lives, get work experience in a new country, reduce isolation, and be involved in the community. Seniors, newcomers, and people with intellectual disabilities have been part of the dedicated volunteer team over the years. And through all this, BAG is not just about food; it’s about strengthening a community’s connections, skills, and capacity.

Learning on the Way

Although BAG is a resounding success today, there were bumps and lots of learning along the way. Over the years, many incremental tweaks were made that contribute to the success of the program.

In the past, they’ve experimented with providing other nutritious foods, and even recipe kits that provided most major components to make a meal. Today the program focuses exclusively on fresh produce; it’s a grocery category that has a short shelf life and is hard for individuals to bulk buy on their own.

When TIE first began trying to respond to food insecurity, the coordinator would drive around to different major grocery stores looking for good deals and then buying large quantities to bring back to Elmwood. It quickly became obvious that that wasn’t efficient, and the gas and mileage accumulated while driving cancelled out any savings on the purchases. Switching to buying from a grocery wholesaler was a game changer in terms of efficiency, buying power, and building relationships.

Another game changer was the hiring of a delivery company that uses insulated trucks to transport food from the wholesaler to the pickup location. When BAG first began, volunteers were driving their own vehicles and in extreme heat and cold of the Canadian prairies, it was a challenge to keep the large amounts of produce at a stable and appropriate temperature. Now BAG has an ongoing and trusted relationship with a delivery company that helps keep things running smoothly and reliably.

From 10 orders that first week, to more than 300 today, the BAG program is clearly meeting a neighborhood need and building community at the same time. And because Jacquie can see that programs like this would be beneficial right across the city, I thought it would be helpful to share a more detailed breakdown, for anyone who thinks they might like to explore a similar project. In an upcoming article, I will share a behind-the-scenes look at exactly how the Better Access to Groceries program works.

(Oh, and about those pool tables, Civics, and the black rhino? That’s the weight of just three types of produce that BAG brought into Elmwood over the course of 2022. I can’t wait to see the 2023 stats!)

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Emma Durand-Wood

Emma Durand-Wood likes walkable cities, front porches, street trees, bumping into neighbors, riding her bike, downtowns, and any excuse to check out a new coffee shop, bakery, or shop. A Winnipegger by choice, she lives in Elmwood with her husband and three children. You can connect with her on Twitter @emmaewood.