Hospitals ‘Tiptoe’ into Grocery Business

The Wall Street Journal: “Invoking the mantra that food is medicine, hospitals across the country are taking measures to prevent and treat illness through diet. To nudge patients into eating well at home, they have opened food pantries that offer nutrition counseling and healthful fare. They are growing their own produce, adding farmers to the payroll and hosting greenmarkets. A few are even tiptoeing into the grocery business.”

“ProMedica, a not-for-profit health system headquartered in Toledo, Ohio … set up two food pantries, where patients can receive nutritional guidance and free groceries. ProMedica opened a grocery store a few miles from one hospital, in an area that had been bereft of healthful food. Called Market on the Green, the store is open to the public, not just ProMedica patients.”

“Most grocery-store checkout counters are a gauntlet of candy. At Market on the Green, cashiers are surrounded by produce, while candy bars are tucked down an aisle. Whole-grain cereal is shelved at eye level, sugar-laden cereal can be found on harder-to-reach shelves … The store is a nonprofit enterprise (and) tries to steer shoppers with prices, putting smaller markups on healthful fare. For instance … whole-grain chips cost less than regular ones. Chocolate milk is ‘priced high’ to encourage children to drink skim milk.”

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