How to Create a Rural and Urban Renaissance

In 2006, our firm, Mari Gallagher Research & Consulting Group (MG) released a breakthrough report that popularized the term “food desert” nationally and motivated Congress to enter food desert language into the Farm Bill.

Millions of dollars have been invested in communities across America because of our work. We pioneered place-relevant grocer feasibility studies and grocery store development consulting that goes far beyond the norm.

Did you know that many grocery projects fail because of an inadequate and often incorrect market assessment? Many other firms simply extract “big data,” which is not always accurate or relevant for rural communities.

By contrast, we customize data and adjust for errors in data from other sources. We also provide related economic development solutions and social determinants of health expert impact analysis. In rural Wapello County, Iowa, for example, we found that the proximity to quality vs. fringe food options correlated with lower grades and shorter height of children in grades K through 12 and more diabetes in adults, holding other factors, including household income constant.

Another analysis of ours for Mills County, Iowa, focused on an independent grocery store that closed because of a tragic fire. See the poster and watch the documentary here. In Florida, where many areas are rural, we found that greater distance to quality food had a direct link to lower life expectancy, and we helped the state prioritize the top 100 urban and top 100 rural areas where solutions would result in the greatest positive impact.

The food desert expertise that our firm pioneered is about the lack of geographic access. Later Florida work also included a hunger model that we created to ensure that all households of all income levels acquire any type of food and groceries, including government programs, pantries, food banks, and even help from friends and family. This relates to the lack of financial access. Sometimes, those conditions overlap.

To calculate the lack of financial access to enough nutritious foods on a regular basis, we partitioned and mapped Florida into over 13,600 small geographies and developed scores of net missing meals for each one. This makes solving food insecurity transparent, trackable, and possible. Results have been updated in Florida four separate times, including during the pandemic, when we factored in an employment disruption analysis.

Florida’s very own Robin Safley was key in motivating us to advance this work, and she continues to inspire us in her steadfast efforts to solve hunger and promote prosperity in her state. Our model is called the Meal Deficit Metric (the MDM), and we have scores for the entire US. Recently, we conducted training for rural counties in South Carolina on how to use hyper-localized data and our MDM. View some of the South Carolina county results, maps for a sample county (Greenwood), and PowerPoint here.

We have heard concerns from many clients and partners that the Supplement Nutrition Assistance Program (SNAP) will be scaled back. SNAP is often called America’s first line of defense against hunger. As consultants, we are experts in assessing the quality and types of offerings of SNAP-authorized retailers and program trends.

In rural Mississippi, where we conducted grocery store market feasibility, many of these stores are sorely lacking. While the full study is proprietary, you can view some of the public materials here.

We understand the complexities of local food markets, how to improve them, and why it matters. And we find that our work in rural communities is especially fulfilling. “Local leaders in these communities are very dedicated and have a can-do attitude. They learn from us, but we also learn quite a lot from them. That we can each add value to the other is the perfect partnership,” Gallagher said.

A lot has changed since our firm first made “food desert” a household word nationally. Very recently, some funding sources have dried up, slowed down, or stalled. Communities that had budding plans are now feeling a heavy dose of uncertainty. But don’t just sit on your hands waiting for conditions to improve.

Gallagher insists that this challenge might offer a new and better opportunity to be more entrepreneurial and creative, if not by initial first choice, then at least by necessity. And once you try this new imperative on, you just might like it—a lot.

Gallagher herself, as a former market maverick, co-developed a $75 million grocery store and community improvement initiative that spoke to the art of the deal while still prioritizing a solution the community could be proud of. The situation was complicated and required putting many different land parcels together.

Once some of these landowners got wind of the project, they jacked up their prices, even though they had been trying for years to sell for much less. However, reasonable and persuasive leaders can attract and keep market actors at the table while honoring the spirit of community.

“Rural food desert” does sound bleak. For example, many rural community food markets — even those with a strong consumer base — have deteriorated and mostly offer substandard “food” outlets such as dollar and convenience stores. This can bring the overall business climate down and repel positive, desired market offerings, even when local demand and desires can afford them. Don’t let it be your “normal.” Think instead of “rural renaissance” and “rural areas of opportunity.” With the right understanding and strategy, many of these community endeavors can succeed, including quality grocery initiatives.

The why is clear. Mari Gallagher was featured in a documentary called Bridging the Health Divide, which focused on rural America. It’s a must-see for anyone who cares about access to healthy food, our MG classifications of mainstream and fringe food stores, hospital access, and much more.

The stakes are high, so don’t be daunted by how to get started.

Local leaders, like those leading rural renaissance initiatives, seek to bring in quality stores, amenities, and general services that keep and attract residents and spur economic development, health, and wellness. When grants run dry, they use our data and strategies to empower neighbors, help neighbors, and think more strategically about harnessing market forces. After all, these communities—all communities—deserve quality grocery options.

Your next step is easy. Start by giving us a call today.

Your rural community is important, and we hope to hear from you.