Fresh! Mobile Grocery Store

Our mission

      To create healthy environments to cultivate youth to become future leaders.

The Problem

During the Covid-19 pandemic, the issue of food insecurity was heightened as 45,000,000 households were food insecure, including 15,000,000 children. At that same time, Cook County, Chicago, IL was the 3^rd county with the highest number of food insecure households. In 2021, 42,000,000 households including 13,000,000 children are expected to face food insecurity. Cook County, Chicago, IL is expected to remain the 3^rd county with the highest food insecure population.

Within Cook County, approximately 130,000 residents making up half of the westside of Chicago between the Austin and Garfield Park neighborhoods are left to depend on 3 grocery stores with less than 1,000 square feet of fresh produce combined, instore.

With lack of access to healthy food, household and personal essentials, residents are left to either depend on the corner store that supplies the same snacks, liquor and sweets that cause health issues or travel to suburban neighborhoods for better options, if they have reliable transportation.

The Solution

At Heart of Culture, our mission is to create healthy environments to cultivate youth to become future leaders. We believe that the first pillar of good health is nutrition and by introducing a new, healthier lifestyle and the education of nutrition, horticulture, and business, we have the power to change a community and transform a generation that society has cast off.

Starting with one food truck and transforming it into a produce display, we are creating a mobile grocery store that gives underserved residents access to produce from local farmers and urban gardens every weekend.

How it works

      On the weekends, we will set our grocery truck in various spots for 4 hour increments between the Austin and Garfield Park neighborhoods. Residents will have the opportunity to shop fresh fruits and vegetables from local urban gardens and farms.

      During their shopping, those without access to internet service at home will have the opportunity to schedule deliveries for selected items to be dropped off during the week.

      Additionally, residents with access to internet at home will be able to schedule deliveries at any time, including same day delivery within a certain time frame.

      Residents will also have the option of taking free courses to learn more about meal pairings, understanding food labels and proper nutrition for certain health conditions.

The Market

      Our target market includes 3 neighborhoods on the west side of Chicago, housing approximately 130,000 residents with access to only 3 grocery stores with less than 1,000 square feet of fresh fruits and vegetables in store, combined.

In Chicago’s Garfield Park neighborhood alone, there are approximately 70,000 residents with a median income of $20,000 for a family of 6 and more than half earning less than $25,000/year. Studies have shown that this income base is the reason most big box grocers won’t move into the neighborhood.

Where Your Support Goes

            With your support, we will be able to do the following:

1. Purchase a food truck, refrigeration system and starting inventory
2. Develop our MVP for online ordering and delivery scheduling
3. Hire a part-time driver and stock associate.

About Heart of Culture and the Founder

A life-long resident of the West side of Chicago, Keesha founded Heart of Culture as a youth development and mentoring organization helping youth overcome their fears and make their dreams come true. With the challenges faced during the Covid-19 pandemic, the increase of unemployment, and families facing food insecurity in the city of Chicago, she pivoted to focus on creating resources and opportunities for others to be in good health.

What started as a meal kit delivery service for CPS students and low-income families has evolved to become a more permanent staple in low-income neighborhoods plagued as food deserts.

The Heart of Culture, Inc is an Illinois non-profit organization. It is tax exempt under Internal Revenue Code section 501(c)(3). 

Thank you for your support! Please visit us at www.heartofculture.org to stay connected and follow our progress as we create healthier environments in the city of Chicago.