Essay on "Juice Truck New York City"

Essay 4 pages (1306 words) Sources: 4

[EXCERPT] . . . .

People who eat healthy tend to make better choices, especially when they have a greater education levels. This is a positive trend that will be good for the food truck.

A fourth program that exhibits a trend in the external environment is Michelle Obama's push to have people drink more water. Water is healthy in the right quantity, and many Americans suffer from dehydration without really even knowing it. This program is something that fits in with the broader theme of improving the healthiness levels of American kids. It is worth considering that the benefits of water are found as well in juice, which also has other health benefits. Thus, if there is a push to drink more water, then there should be no problem with incorporating juice into that equation. This program has utilized celebrity spokespeople to promote increased drinking of water in American schools (AP, 2013).

Recommendation

It is recommended that the solar-powered juice truck be part of a pilot program with a school lunch program. The juices are very healthy, and they assist with hydration. The trend towards increased healthiness of school lunches is a natural fit for the solar-powered juice truck. Therefore, efforts should be made to work with some school board officials and principals to try and get juices into school lunches and cafeterias.

The grand trend is towards healthier eating, and juicing can play a big role in that. Marketing the juice truck will be complicated, however, because this is a heavily-regulated business. Past experience has shown that sometimes school administrators are averse to change, and especially if they are reliant on a funding formula for their school lunches. We would need to work within that funding formula in order to have an appeal to this market.

Distribution is a key challenge that will need to be overcome. The juice truck, of course, can only be at one school at a time. Thus there needs to be some adaptation to the concept. However, an alternative is to simply gain permission to park outside a school as a food truck. Such permissions are usually not granted most places because of the trend towards healthy foods in schools and unhealthy foods at most food trucks. Because our truck is an exception, it is entirely possible that we can get permission to market our juices at a school. This would give us better distribution options that work well within the framework of the solar-powered food truck concept. To service more schools, we could add more trucks, and go to different schools for lunch and afterschool.

No matter what strategy is chosen, it is clear that the trend in the educational community is towards a higher degree of healthiness in school lunches and a student bod that is increasingly well-educated with respect to nutrition. Both of these trends are positive for schools but also for people who want to be in the business of selling healthy foods to children. With government on our side, this is the right time to enter into this food truck business with the solar powered juice truck. We can approach the school market and see if there is some opportunity to there to work with some of these schools and districts to help them to meet their goals with respect to student nutrition. It is therefore recommended that we pursue this business at the present moment in time.

References

AP. (2013). Michelle Obama launches drink up effort to get Americans to drink more water. New York Daily News Retrieved November 11, 2013 from http://www.nydailynews.com/news/politics/lady-people-drink-plain-water-article-1.1453816

Hinman, K. (2011). The school lunch wars. The Wilson Quarterly. Retrieved November 11, 2013 from http://www.wilsonquarterly.com/essays/school-lunch-wars

Kwan, A., Mancinelli, K., Freudenberg, N. (2010). Recipes for health: Improving school food in New York.

Whelan, D. (2008). Let them eat kale: Schools get serious about nutrition. Organic Consumers Association. Retrieved November 11, 2013 from http://www.organicconsumers.org/articles/article_12647.cfm READ MORE

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